Research On Self-driving Tourist’s Decision-making Behavior

With the constant improvement of China’s economy development and people’sawareness of tourism, self-driving tour as a newly form of tourism in China has beenrapidly developed. Although self-driving tour in Western countries developed earlyand rapidly, they have not formed the theoretical system in tourist’s behavior. Theresearch on self-driving in domestic is in the primary stage, we are in the lack ofin-depth research on the characteristics of self-driving tourists and a lack of practicalguidance. In recent years, Urumqi as capital city in Xinjiang has been increasing percapita automobile gradually with the continuous improvement of economy while thegrowth of self-driving tour market in Urumqi is also very rapidly relying on thenatural resource advantages in Xinjiang.Taking the self-driving tourist of Urumqi as the study object, this paper usesin-depth interviews, literature research, and the questionnaire investigation. Based onthe application of SPSS (18.0) statistical analysis software,192valid questionnaireswere given multivariate analysis by frequency analysis, crosstabs analysis and factoranalysis. Studying theoretically factor system of decision-making behavior ofself-driving tourists. These factors answer some questions about: why tourists carryout self-driving tours, what their preference is, how to obtain information, how tocarry out a self-driving tour, and what factors affect the self-driving tourists’ traveldecisions. Using quantitative and qualitative analysis methods to analyze thecharacteristics of self-drive tourists’ decision-making behavior based on thequestionnaire,(including demographic characteristics, decision-makingprocess, influencing factors of decision-making, differences of decision-makingbehavior of different groups etc.), and showing overall characteristicsof decision-making behavior of self-driving tourists: the major travel motivations ofself-driving tourists are physical and emotional motivations;recommendation from friends is the most important way to get information; self-driving tourists prefer to medium-short distance travel that time is1-2days anddistance is200-400kilometers; they would like to arrange tourism activities bythemselves instead of the participation of travel agents; the most important effectfactors are safety, leisure time, road traffic conditions. Making an effect degreedifferences analysis of the decision-making behavior of self-driving tourist in different groups and exploring the reasons for these differences is because the impact ofeach factor on decision-making of self-driving tourists varies with gender, age,education level and occupation of tourists. The paper also based on the empiricalresearch, putting forward the decision-making behavior model of self-driving tourists’.According to the analysis of self-driving tourists’ decision-making behavior, takingsome suggestions that self-driving tours should be dominated by government with theparticipation of travel agency and should employ appropriate marketing channels forrapid and smooth development of Xinjiang’s self-drive tourism market.Practice shows that self-driving tour activities are in close contact with theregional characteristics. So it is of great instructional significance that we explore thegeneral characteristics of self-driving tourist groups on the basis of analysis of thebehavior of regional self-driving tourists. The study about Self-driving tourist’sdecision-making behavior, this study can enrich the behavior theory of the tourist;moreover, the basic data and conclusions will has practical significance for guidingthe development of the self-driving tourism industry in Xinjiang.