A Research On Behavioral Characteristics Of Eunopean And North American Tourists In Chengdu

Abstract:As the capital city of Sichuan province, Chengdu is the inbound and outbound port of Sichuan province for the tourists coming to Sichuan. In recent years, compared with other sub provincial city in the country, Chengdu is among the top ones due to the number of the domestic tourists that Chengdu received, but considering the number of the inbound tourists, Chengdu is far behind many cities. The inbound tourism has become a weakness of the tourism industry of Chengdu. Now, the academicians have done a few researches on the European and North American tourists’behavioral characteristics during traveling in Sichuan. Research on the European and North American tourists’behavioral characteristics in Chengdu is helpful in the aspects as follows:firstly, it can provide the government and the tourism operators with the basic information for planing the tour lines and the scenic spots scientifically; secondly, according to the tourists’behavioral characteristics, the government and the tourism operators can make the market segmentation in order to supply the corresponding products and adopt appropriate marketing strategy; thirdly, it can help the government and the tourism operators know the weaknesses in the service, then they can improve the quality of the service; lastly, it can assist the government and the scenic spots in managing the tourists. In a word, research on the European and North American tourists’ behavioral characteristics in Chengdu is important for Chengdu to expand the international market, upgrade the destination image, make Chengdu more famous and build the international tourism city.The writer adopts the questionnaire and in-depth interview to research on the European and North American tourists’behavioral characteristics in Chengdu. This paper is composed of six parts:Firstly, the research’s background and significance are introduced, and the concept of the tourists’behavior is defined. The related documents of domestic and foreign studies on the tourists’behavior are reviewed and commented. Secondly, the theoretical basis for this paper is built from the perspective of tourism consumer behavior, tourism psychology, and tourist space behavior pattern. Thirdly, the European and North American tourists’social demographic characteristics and the behavioral characteristics before traveling are analyzed, including the travel motivation, the information searching behavior, the factors influencing travel decision and the perception of the scenic spots in Chengdu. Fourthly, the European and North American tourists’behavioral characteristics during traveling in Chengdu is also analyzed, including the space behavior, staying time and the favorites in food, accommodation, tourism resources, entertainment and shopping. Fifthly, the European and North American tourists’ behavioral characteristics after-traveling are analyzed, including the comments on the scenic spots in Chengdu, the comments on the service quality of the six factors in the tourism, the differences between the before-traveling and the after-traveling perception of the Chengdu city, the revisit and recommending desire. At last, according to the European and North American tourists’behavioral characteristics, the suggestions on the development of the tourism industry of the Chengdu city are given in five aspects, including the tourism products’exploitation and upgrading, the marketing, the regional tourism cooperation, the improvement of the infrastructure and the protection of the traditional culture.