Study On Tourists Motivation And Perception Of Shanghai World Expo

With the development of major tourism events, Major tourist cities think thathold major events which include Exhibition fairs, cultural and sports events,business meetings and festivals as the city tourism development opportunity.These events which not only promote local economic development, but also bringthe significant influence of social development attract tourists gathering to touristdestinations within a short period of time. As China’s economy center, Shanghaihost the international World Expo for the first time. It has a significant impact onthe development of major tourism events.This thesis which takes Shanghai world expo for example study the touriststravel motive and tourists perception. This paper conducted two investigations andreceived548valid questionnaires. On the basis of the analysis travel motive andtourists perception, this paper discusses the tourists travel motive and touristsperception of Shanghai world expo.First, tourists who showed significant differences in the demographic andtravel behavior is divided into fanaticism type tourists and mild type tourists in thepaper by the clustering analysis method. Compared with mild type tourists,fanatical type tourists who has lower level of education and higher revisit rateshow a higher demand of desire in leisure and entertainment.Secondly, Tourists perception include idea perception, cultural perception,service perception, infrastructure perception, science and technology perceptionand construction perception by the Factor analysis method. Primary date isacquired by expert scoring way and the weight of tourists perception is calculatedby using analytic hierarchy process. The data show that weight value of serviceperception, infrastructure perception and cultural perception which suggest thedegree of importance is higher. It is to calculate the tourists perception score by Fuzzy comprehensive evaluation method. Based on the analysis of the data, theorganizer should evacuate the tourism culture connotation and improve the servicequality in order to improve the tourists’ satisfaction and improve tourist’s revisitrate.At last, differences which are tourist motivations and demographiccharacteristics of tourists indicate that the level of education has a significantinfluence on tourists perception.