Based On Clustering Analysis Of Research On Tourism Consumption Credit

Since1999, the People’s Bank of China issued guidance regarding the development of personal consumer credit, personal consumer credit business to the rapid development of housing mortgage loans, cars and other durable goods, has become the mainstream of individual credit consumer market. Driven by the rapid development of personal consumer credit, commercial banks increasingly focused on developing their business, the travel consumer credit and other new types of credit products have emerged. In order to stimulate consumption, expand domestic demand, active tourism market, increase employment opportunities and promote the development of tourism consumer credit, commercial banks and other financial institutions have also started to combine the individual travel consumer business and the credit card functions, simplify application procedures, to some extent, it stimulate the development of domestic tourism consumer credit. However, whether this new consumption patterns t with development potential or not, can it become a new force in China’s tourism consumption remain to be further researched.In view of the above problem, using the consumer perspective, literature analysis, survey questionnaires and other research methods, analysis of travel credit consumer perception characteristics, build perception scale to ascertain tourism credit consumption potential. Use SPSS17.0and Excel statistical analysis tools to sort out the questionnaire data, and through factor analysis, cluster analysis, variance analysis, statistical methods for empirical analysis.The analysis results show five consumer perception factor of travel credit consumption potential:perceived usefulness, compatibility, personal innovativeness, perceived risk and perceived ease of use; and by analyzing the different consumption capacity crowd’s differences,it points out that high travel consumer credit capacity crowd, general travel credit consumption capacity crowd, low the travel consumer credit capacity crowd have significant differences in the perceived usefulness, compatibility, personal innovativeness, perceived risk and perceived ease of use of the travel consumer credit.Finally, to improve the status of travel credit development, combined with the specific circumstances of the Bank of Changsha, tourism enterprises, and make relevant recommendations. First, establish and improve the social security system; second, step up publicity efforts to broaden the travel credit marketing channels; Third, to promote the travel credit products and services innovation.