Based On The Gender Differences Of Tourism Consumption Behavior Research

With the continuous improvement of the social status of women,the number of female travelers is increasing. Due to differences ingender physiological, psychological characteristics and social roles, thedifferences of tourism consumption behavior between male tourists andfemale tourists are reflected in many aspects. Recent years, researcheson motivation, travel decision-making and tourism perception offemale tourists began to increase. However, the studies on the tourismconsumption behavior from the perspective of gender differences isscarce.Based on the domestic tourist survey in Shanghai City, through acombination of approaches of theoretical research and empiricalresearch, the authors test a series of gender differences in tourismconsumption behavior. Firstly, this paper summarized the researches ontourism consumer behavior and gender in tourism research, concludedthe theory and the results both at home and abroad. Secondly,discriminated and analyzed the concepts of tourism consumption,tourism consumption behavior. On this basis, designed the empiricalmodel and hypothesis.This paper used the methodology combining both the interviewsand a questionnaire survey to collect the data, and then used thespss17.0statistical software to analyze the collected data. UsingCrosstab to show the demographic characteristics of the collectedsamples. Using T-test and Pearson chi-square test to analyze thedifferent manifestations of the male and female tourists indecision-making stage and the tourism consumption stage. To identifythat there are some differences of male and female in tourismdecision-making factors, tourism motivation, travel companionselection, tourism form, tourism consumption structure, the dining site selection, the choice of entertainment place in the tourism process, thechoice of souvenirs and tourist attractions.Next, the paper concluded that psychological factors, social classand families with income levels affect the tourism consumptionbehavior of male and female tourists in common, and then producethe differences above.Based on the study,the author Puts forward five suggestions fromthe view of government and the view of tourism enterprises as:directional for gender tourism destination image promotion; the designof tourism infrastructure and service facilities, humane consideration ofgender differences; large-scale tourism activities of the Festivaldesigned with reference to gender differences in factors; thedevelopment of differentiated marketing strategy; reference to genderdifferences, the design characteristics of tourism products.Finally, point the limitations of this research and also makesprospect for the future research.