Shanghai Women Travel Consumer Research

With the developing in economic and progressing in civilization in Shanghai, The position of Shanghai women gets more acknowledging in society, economic and politics, and they continue to be the researching hot-point. Also their traveling consumption is worth investigating in today of flourishing tourism. From their characteristics and exceptions in living surroundings, focused on the 19-55 years- old -women who, long part-time or full-time in all kinds of occupations, live or work in shanghai at least two years, this paper will deeply discuss their characteristics of tourism consumptions.The tourism consumption of Shanghai residents, the base of shanghai women', shows three stages of bud, beginning and marching according to two watershed of Reform in 1978 and pudding Opening in 1990. In beginning stage shanghai women tourism not only is similar with the residents but also has its distinctive in identity, motive, and tourism-scope. To study Shanghai women today's tourism mainly is to analysis women of different ages, different wages, different education backgrounds and different careers from four angles of tourism-consumption concept, tourism-consumption style, tourism-consumption level and tourism-consumption construct. The conclusion is that shanghai women tourism posses the characters of both the leisure-tourism and the sightseeing-tourism, the former covers the popularity in numbers, the science in style, the rationality in attitude, the personality in appearance, leisureliness in motives, the opening in thoughts, etc, the latter has the unbalance, the contradictory and the more sightseeing ratio, etc. In the future shanghai women tourism consumption will more independent, more liberal, more superior quality, more popular and more delicate. From their tourism changing footprints, the influence factors may be summed up. They are the economic of produce-power, economic framework, incomes and leisure time, the cultural of education level and west-culture, the social of family status, social participating scale, employment condition, living style and security and the psychology. At last, this paper points out the macroscopic governmental measures and microscopic enterprise ways for further exploiting the shanghai women tourism consumption markets.