An Empirical Study On Consumers’ Leisure Behavior Based On Leisure Industry Development Of Jiangsu Province

With the development of society and economy, international society steps into an era of mass leisure which provides new concepts of leisure ethics and moral values of the entertainment. And people lay out their personality and self value fully through not only the work but also the leisure. The reality of social development shows that various production or service activities for leisure are increasingly becoming the important factors for the economic prosperity, especially in large and medium-sized cities, all kinds of leisure activities have become the basic condition of the operation of the economic activity. Leisure is not only a cultural phenomenon, but also a economic motivity, and the leisure industry is an emerging industry which is different from tourism, culture, entertainment, is also different from the overall sense of the tertiary industry, but contained in the three major industries of the national economy, and gradually formed in the development of society and economy through the historical inheritance and deduction. The flourishing leisure industry will create a win-win situation including government, investors and consumers. Although China is a developing country and there is still some distance from the "leisure time", but the leisure industry has a certain development foundation, one of the most important is the relief from "income constraint" and "time constraints" in leisure consumption.The development of the leisure industry has a great impact on consumers’ leisure behavior, but researchers pay relatively little attention to the relationship between them. Consumers’ leisure behavior changes along with the rapid development of leisure industry in Jiangsu. Based on the analysis of development of leisure industry in Jiangsu, this paper studies on the changing rule of consumers’ leisure behavior and analyses the factors of consumer leisure behavior promotion and obstacles from a new point of view by decision-making factors analysis, and proposes the suggestions on the development of leisure industry, which is an important aspect can not be ignored in the leisure industry development research.The first part of this paper carries out a preliminary analysis by using the data of investigation related to the domestic and international research status and research achievements of leisure. The second part defines the leisure industry, consumers’ leisure theory and the relationship between the two sides. The third part analyses the development status and characteristics of leisure industry in Jiangsu Province by using the method of internal data analysis. The fourth part analyses factors affecting consumer leisure behavior based on the development of leisure industry by survey and empirical study method. The fifth part is conclusions and recommendations. Analysis of the factors influencing consumers’ leisure behavior put forward the concrete countermeasure for the development of leisure industry in Jiangsu for reference, including industrial layout adjustment, strengthening government guidance, regulating the industry standard, improving the construction of recreational facilities, enhancing community leisure atmosphere and strengthening the research on leisure theory.