Lake Tourist Area Resort Consumption And Its Influencing Factors

With the continuous development of tourism these years, lake tour has become a focus of people. For the increasing development of holiday tours in China, to utilize lake resources and expand lake vacation will be a main approach to develop holiday tour. Originated from activities based mainly on leisure, vacation and entertainment, Lake Holiday Tourism is a specific form of tourism which is now getting more and more popular with most tourists. From microcosmic aspect, the main subject deserving research in our country currently is to find out the vacationers' favors and the consumption features of domestic vacation, to understand the vacationers' special consumption behavior and satisfy their demands, and to develop and manage the holiday products according to the vacationers' consumption features. The new tendency of the lake resorts is to provide beautiful surroundings, diversified and high-level healthy tourist products and services, and distinguished lake culture.There are many elements that have impacts on tourist consumption, but they can be mainly grouped into two classes. The first one is the tourism destination element, and the second is the tourist element. Among these elements, destination charm, individual traits, physical factors, software environment, holiday tour products and services, tourism resources, industry administration and supporting system are main factors influencing holiday tour consumption. In addition, the relationship of influence factors, satisfaction and behavior variables is examined. In the consumption model, "Intention to return" and "willing to recommend the destination" are conceived as behavioral variables, and "satisfaction" as the evaluative variables. Post-purchase behavior is an important part of consumer purchase decision-making process, and also the output of customer satisfaction.Based upon the theoretical and empirical research on travelers' behavior, using the holiday travelers of domestic lake tour district including Thousand-Island Lake in Zhejiang Chun'an as key cases, holiday travelers and sightseeing travelers have different behavioral features in six main aspects of tourism industry, namely food, accommodation, transportation, touring, entertainment and shopping. Moreover, Chinese lake holiday tour districts have their own features of consumption behavior, especially sightseeing features inside holiday tours. According to the consumption behaviors of the vacation travelers, we'd like to give some suggestions on how to guide the holiday travelers' behavior and how to develop the lake tourism products. The specific items of the strategies include sales promotion, brand image construction, tourist education, product innovation, personnel training and regional tourism cooperation and so on.