Travel Behavior And Its Impact Mechanism

As tourism is rocketing in these years, Tourism development projects surge up, and competition between travel enterprises tend to be more intensive. Therefore, The study of marketing, especially the travel behavior of tourists would, undoubtedly, be of great importance, the findings of which will build scientific base for policy-making of tourism departments concerned. The paper begins its research with analysis of theories in the fields of economics, psychology and geography which relate with tourists behavior and its influential factors. Based on this, the models of tourists behavior research structure, the influential system of travel behavior and the dynamic system of travel currents are established. Then, the paper discusses practical value of the study of tourists behavior, during which Xi'an is taken as an example. The paper, the author believes, has the following advantages over other researches: (1). Systematically analyzes the characteristics of tourists behavior and travel currents, summarizes the spatial distribution laws of individual and package tour respectively. (2). Classifies tourists behavior into pro-travel, mid- travel and post-travel behavior, analyzes their characteristics and contents respectively. On the basis of this, the research model of tourists behavior is built, which is applied to the study of tourists behavior in Xi'an city. (3). From the angles of economics, psychology and geography, expounds the influential factors of tourists behavior, on the basis of which the model o( the influential system of travel behavior is set up, furthermore, the choice behavior of tourist destination is deeply analyzed. (4). Thoroughly discusses the generation, direction change and extend of travel currents, from which the model of dynamic system of travel currents is erected. (5). According to the research structure by the author, the paper studies the tourists behavior and its influential factors in Xi'an city, for which a survey of 6800 pieces of questionnaire ( about 2200 are obtained by the author and 4580 from Xi'an Tourism Bureau) among tourists visiting Xi'an is conducted. Finally, the countermeasures of tourist products development and tourism promotion of Xi'an city are put forward.