Research On The Influence Factors Of Consumption Decision Making By Tourism Performance Tourists

Tourism performing arts has an important role in enrichiing tourism connotation, promoting tourism experience and shaping tourism image, it has strong potential and substantial foundation of market development, certainly will be the new format, the new trend and new driving force in tourism industry. what kind of psychology and the behavior process experienced by the tourists in making consumption decisions, what factors affect the consumption decision, how the mechanism effects, these actual problems need to be solved.On the basis of literature reading、 field interview, we determined the scale with eight dimensions:Need from the cognition, Motivation, Product knowledge, Attitude, Emotion, Word of mouth, Reference groups and Brand awareness, and proposed eight hypothesis. Collecting data by field survey, and using the descriptive statistics, reliability analysis, factor analysis and structural equation model and so on to carry on the analysis.The results of study verify the tourist entertainment tourist consumption decision of the influencing factors, and provide a reference basis for the development of regional tourism performing arts. But because of the time, material and intellectual ability limit, this research in data collection, model of structuring etc remains to be perfect.