Xi'an Urban Residents Travel Consumer Culture, Social Stratification Research

With the deepening of China's reform and opening up,China's community especially urban social community,develop from a production-oriented society to consumer society dominated by consumption.In the consumer society,consumption is no longer embodied in the relationship between persons and things,but the social relations between people.Different stratum perceives and explains consumption in different ways.Because who 'T' am,so how "T" consume.Spending power, consumption patterns gradually become a symbol of social class.Consumer culture arising in the context of consumer society reflects the object of consumption,consumption patterns,consumption value orientation and other values issues.At present,tourism consumption become an important component of leisure expenditure,the tourism consumer culture as reflected by consumption is an important part of consumer culture.As the tourists have the different physical capital,human capital,social capital and the capital time, when tourist spending,tourism consumers will belong to different stratum of tourism consumption. So the tourism consumption culture of different tourist consumption stratum show a stratified phenomenon.This article builds the indicator system of tourism consumption when classifing the tourist consumption,and conducts a survey of tourist consumption capital of Xian urban residents and, quantitatively analysis the tourist consumption capital through factor analysis and cluster analysis methods,ultimately divides the Xi'an urban tourism consumer class.At the same time,according to survey data of the tourist consumer culture,analysis the stratification phenomenon of the tourist consumer culture of Xi'an tourism consumption stratum,summarize the different sectors of tourism consumption culture of different tourism consumption stratum.Ultimately based on the various sectors of tourism consumption cultural characteristics of tourism consumption stratum,the article proposes a solution in the tourism sub-sectors of the consumer market of tourism products system design and tourism marketing,and then grasp the changes in tourism trends in consumer culture,and enhance the tourism enterprise market adaptability and competitiveness.The conclusion has mainly:The boundary has fixed two important concept of the main body of the artical,the consumption capital and tourist consumption stratum;Have ascertained four-dimensional standard to divide tourist consuming stratum and structured the index system judging the tour consumes capital;Come to extract 9 values to judge the tour consumes capital,at the same time according to the sample factor scores,divide the Xi'an urban residents tour consumption stratum to four ones,respectively hedonic stratum,active stratum,conservative stratum and the inactivity stratum.According to what people of all ranks takes up proportion,Xi'an urban resident toursit society displays "shuttle type " layout,be in comparatively stable structure; Reaching differentiation trend of the Xi'an urban resident tour consumption stratum is that a tour power trend of the hedonic stratum,a tour stable trend of the active stratum,a tour low trend of the conservative stratum,a tour inactive trend of the inactivity stratum;By analysing the tourist consume culture,respectively from the state touring consuming,behavior consumption and the psychology consuming,sum up out the tourist consumption difference between the stratum one by one;By summary of the characteristic of tourist consuming culture of different tourist consumption stratums of Xi'an urban resident,takes that 4-big tour consumption stratums as tour subdividing a marketplace,designs stratifiedly tour products system;Brings forward the tourist market tactics to look forward to discriminate toursit consumption stratums'marketing strategies.