The Research On Domestic Tourist Information Searching Motivations And Behaviors Online

The Internet promoted tourism industry's profound revolution, changed the travel information dissemination, and impact modern tourist consumption. Currently, the Internet has surpassed radio, television, newspapers, magazines and other traditional medias, becomes main channel that tourist gets travel information. With the popularity of the Internet and the development of tourism informationization, travel Web2.0 era has coming, more and more travelers use the Internet to gather travel information, plan itineraries and share travel experiences."search"and"share"have become important links of tourist consuming behaviors.Based on the literatures combing, we found that studies on tourist online travel information behaviors are almost keep pace with the industry, tourist information searching behavior online has become an important part of tourist behavioral research overseas. However, few domestic scholars has depth exploration in this area, the research is extremely weak. The scale of China's online travel reservation in 2010 is 6.16 billion Yuan, and online travel booking users only 3613 million, accounting for 7.9% of the total size of Internet users, there are big gaps between the developed countries. At present, China Internet users has reached 457 million, with the increased Internet penetration and changes in consumer behavior, there will be more and more consumers to collect travel information, purchase travel products online, China's online travel market will enter a rapid development stage. Therefore, in order to comply with industry development trends, it is necessary for the scholars to explore tourist information searching motivations and behaviors more deeply.Based on the relevant theory in consumer psychology, consumer behavioral science, marketing science, web-based survey and field investigation are used; Descriptive Statistics, Factor Analysis, Variance Analysis, Cluster Analysis and other mathematical methods are adopted to get domestic tourists searching motivations and searching behaviors chrematistics, such as information content preference, searching strategies, barriers, further searching and so on. Following, the impact of the gender, age, occupation, education, income and other demographic characteristics on search motivations and searching behavior is further analyzed. Secondly, the searching behavior features of tourist who possess different motives are compared with correlation analysis method. Then, take search motivations as standard, this paper classify the web travel information searchers to three categories: smart planning, entertainment and mixed, and then compare the differences among those searchers in demographic characteristics and searching behaviors. Finally, based on the research findings, some proposals for domestic travel sites construction are discussed, in order to make a contribution to demotic online travel market development.