Research On Tourists Behavior Of Ningxia Desert Tourism

In recent years, desert tourism in Ningxia has been developing rapidly. Owing to the significant improvements of traffic conditions within and outside Ningxia, scenic areas attracts larger and larger tourist markets, gradually expanding from areas inside Ningxia to nearby places and then all over the country. Tourists are attaching increasing importance to desert tourism in Ningxia, which enables Ningxia to become the key area of national desert tourism. Started the development of desert tourism at an earlier time, Shapotou scenic area is the first national desert natural reserve and tourist area in China. As it has attracted a great number of tourists at home and abroad and has developed comparatively mature, it is a typical representative of the development of desert tourism in Ningxia. By setting Shapotou scenic area as the research object, characteristics of tourist behavior has been probed into, which is of great significance for the research of desert scenic area in Ningxia.Based on a brief review of the research progress of desert tourism and tourist behavior, the author has set Shapotou scenic area as a case. By doing field questionnaire inquiry and applying SPSS19.0and Excel2007to data processing, a research on tourist behavior of desert scenic area in Ningxia has been done with the help of descriptive analysis, cross contingency tables and other research methods.Firstly, basic social attributes of tourists have been counted, and behavior characteristics of tourists in Shapotou scenic area have been analyzed from the aspects of decision-making behavior, spatial behavior and satisfaction degree, the difference analysis shows:(1) willingness of tourist in Shapotou scenic area is at a generally high level, especially non-local tourists, employees of enterprises and public institutions, students and tourists with steady or higher incomes;(2) tourism information are mainly obtained from Internet and friends’recommendation:local tourists, female tourists, service staff and teachers are more inclined to obtain from relatives and friends recommendations, while non-local tourists, male tourists, students, civil servants, and employees of enterprises and public institutions are more inclined to obtain from the Internet;(3) tourists always travel with their friends, non-local tourists and elderly tourists also travel with their family members;(4) tourist consumptions are at a generally low level of mainly201--400yuan, and tourist at the age of26-44and with stable or higher incomes are willing to spend more;(5) the main tourist purposes are leisure and sightseeing, supplemented by visiting relatives and friends, sports entertainment and academic research;(6) natural environment is the most important factor taken into account before travelling, which followed by services and facilities, richness of recreational activities, distance and transportation;(7) as to visiting times, most tourists visit for the first time, especially non-local tourists who live far away;(8) tourists’expected duration of stay is mainly4-5hours;(9) most tourists travel by self-driving, most students and tourists with lower incomes travel by train, and part of non-local tourists and tourists with higher incomes travel by plane;(10) tourists are strongly interested in sand surfing and riding camels, younger tourists, tourists with higher monthly incomes and male tourist tend to take part in challenging entertainments, while elder tourists and female tourists tend to take part in regular entertainments with relatively high security coefficient;(11) the overall satisfaction degree is relatively high; tourists is generally more satisfied with and recognized the tourism resources in Shapotou scenic area, generally satisfied with the ecological environment, infrastructure, and service quality, and more discontent to tourism price, for they have no felling of "worthwhile";(12) most tourists would like to revisit or recommend Shapotou scenic area to their relatives and friends.Secondly, the relationship between tourist behavior and psychological capacity is tried to probed into by correlation analysis, which show that to varying degrees, the following factors can influence the psychological capacity of tourists:the gender, age, education background, occupation and monthly income of tourists; travel modes, expected tourist costs and tourism purposes; traffic modes and participated entertainment items; and tourists’satisfaction degrees to the ecological environment, infrastructure and service quality of scenic area. The correlation coefficient shows that they have not deeply influenced the psychological capacity, but the coefficient is enough to show the correlations.Finally, several developing countermeasures suitable for desert scenic areas in Ninxia are put forward on the basis of the realistic conditions of Shapotou scenic area:(1) excavate deeper into the cultural connotation of desert tourism resources to upgrade desert tourism products;(2) gradually improve the infrastructure construction to enhance the accessibility;(3) improve the internal tourist facilities of scenic areas to improve the tourist satisfaction;(4) establish internal evacuation system of scenic spots to alleviate the pressure of peak passenger flow;(5) strengthen scenic area management and staff training to improve the service quality;(6) raise tourists’environment protecting awareness to intensify ecological environmental protection;(7) make differential publicity strategies to expand desert tourism market.