Study On Entertainment Consumption Of Tourists In Tourist Attraction: A Perspective On Tourism Motivation

With the development of tourism, the entertainment industry in tourist attractions also develop very rapidly. According to the figures published by The Bureau of Statistics of Hunan province of China and international experience, the Culture and Entertainment industry of Hunan province has been ushered in the rapid development. Tourism Entertainment in tourist attractions, as one of the six factors of tourism, How will it develop? How will the consumers'behavior of entertainment guide the government and corporation? That's the question that this thesis is trying to study and answer.Aiming at the above questions, the paper took the tourists of FengHuang ancient city of Hunan Province for example, took their tourism motivation as the basic studying point, combined the theories of former researchers and the actual situation of present visitors, studied the tourists'motivation and entertainment consumption behavior in tourist attraction.This thesis is composed of five chapters:Chapter one is to introduce the researching background, significance, research thread and content, research methods and technique route, and to summarize others research in this field. Chapter two will define the concept that is used in the thesis, and will refer the theory of motivation and consumption behavior. Chapter three is a general design of the empirical research. Including how the research place and survey index is selected and explanation of the handing out and in of the questionnaire. Chapter four is the analysis of the empirical data, eight factors is distilled and analyzed, which are affair chance, relax, general improving, romantic and enjoyment, out look of nature, maintenance of body and soul, reins communication, temptation driving. Subsequently, cluster analysis is used to classify tourists into two groups of initiative and passivity, according to push and pull theory, whose differences of entertainment behavior in tourist attraction will be analyzed. The final chapter will promote some suggestions, explain the inadequacies and prospect the future research direction.