Study On The Influence Of Consumer Attitude Toward Decision-Making In Tourism Real Estate

With the rapid development of Chinese economy, the living standards of residents constantly improve. When residents enjoy the material achievements, they also pay more attention on tourism that is the high level consume satified the spiritual needs. More and more residents use leisure time for tourism consumption. In addition the residents also began to pursue a better living environment quality. The consumption demand and quality requirement directly stimulate domestic development of tourism real estate. The expansion of tourism consumption market and the upgrading of real estate quality become the original driving force of tourism real estate industry development. At the same time, the traditional real estate industry is facing more intense competition, leading to lower profits and risk increases. How to improve the additional value of the products has become the important problem of the real estate industry. The development model of tourism and real estate integration has been more and more concerned by the developers. As a combination of tourism and real estate industry, it involves multidisciplinary integration of theory, and needs related theory to guide practice. Research on the theory of tourism real estate is the supporting point of development. Tourism real estate development is a major issues related to the tourism and the real estate industry integration and coordination. It is also a comprehensive, systematic and thorough research.This paper can be divided into six parts:The first part is the introduction. The major issues is to overview the background, as well as the domestic and foreign research related. And on this basis, it is to introduce the research purpose, methods and ideas.The second part is definition of concept and related summary of basic theory. It is given the concept of tourism real estate. And the real estate theory, theory of industrial convergence, externality theory, consumer behavior theory and the theory of consumer attitudes have been concluded and summarized for the following research.The third part is to analysis the market trend of tourism real estate. From the point of industrial development, the development of national economy, tourism and real estate market affects the development of the tourism real estate. From the point of market development, the change of people’s concept, abundant tourism resources and the management of companies indicate that tourism real estate market has good prospects for development.The fourth part analysis purchasing decision-making empirical based on consumer attitudes toward tourism real estate. Based on the three-factor theory of consumer attitudes (cognitive factors, emotional factors, willingness factors), it is to make the questionnaires. By data of sample, we use SPSS17.0to make regression analysis. It is gotten two attributes of value and emotional preferences, that have positive and significant influence to consumers purchasing tourism real estate from multiple attributes of the three-factor theory of consumer attitudes.The fifth part is the countermeasure proposal based on forward analysis.The sixth part is the summary and prospect of the paper.