Research On The Factors Influencing Minority Region Tourists’ Destination Choice

With the rapid development of china’s tourism industry and increasing traveling strength of chinese residents,the minority region has becoming one of the important regions of the choice of tourist destination.Being the specific tourist destination,the minority region has the unique characteristics on tourists’perception of distance tourism resource and tourist behavior decision.The research on the influencing factors of the choice of tourist destination in minority regions,contributes to enrich the related theory of the choice of tourist destination in minority regions,it also has the implication to the tourism marketing of the minority regions. Scholars from the different perspective to analyze the factors affecting the choice of tourist destination for many years, but the factors to affect their decision-making in the choice of different destinations are very different, and there is no research on a particular type of tourist destination.In the context of the rapid development of the tourism industry in minority regions,based on the theory of planned behavior,the article constructs the influencing factors model of the choice of tourist destination in minority regions.With the sample of some domestic first-line and the provincial city residents and the method of factor analysis,the article gets the five factors, named tourist attraction, tourist service, travel cost, social impaction and travel support.The article targets travel intention as explained variable, the five influencing factors separately as explanatory variables, builds the regression models. The empirical results show that:Firstly,the attracting extent of the tourism destination has the positive relations with the tourists’ traveling intention.Secondly,the service level of the tourism destination has the positive relations with the tourists’ traveling intention.Thirdly,the traveling cost has the negative relations with the tourists’ traveling intention.Fourthly,social impact has the positive relations with the tourists’ traveling intention.Finally,the support of the tourism destination has the positive relations with the tourists’ traveling intention.Based on the results of the empirical analysis and the theory analysis, combining with the status of the minority tourism, the article provides advice to the tourism marketing of the minority regions from the above five perspectives,in order to play a reference for the research of tourist destination choice of the minority regions and marketing practices.