Study On Consuming Behavior Of Self-Driving Tourists In Hangzhou And The Marketingstrategy

With the rapid development of China’s tourism economy, a swift growth in automobile ownership and the gradual improvement of high way networks as well as the change of populace’s concept towards tourism and leisure, self-driving tourism is becoming an important way of traveling for leisure among the tourists. Documents on accelerating the development of tourism from the State Council clearly state that "Optimize tourism consumption environment to further improve the service system of self-driving tourism." Self-driving tourism, as an emerging tour feature, with its unique characteristics of self-direction, self-respect and self-pride is attracting more and more tourists especially those young who like advocating their individualities and experiencing different lifestyles. In recent years, domestic market of self-driving tourism is booming and the tourism demand is also increasing. However, the present market supply is not able to meet the demands of tourists quite well. Taking the contradiction of supply and demand as well as the personal interests of the author into consideration, this paper conducted a study on consuming behavior of self-driving tourists in Hangzhou and its marketing strategy from the perspective of tourism destination.Based on the theory of Consuming Behavior of Tourists, Tourism Decision-making Factors and Tourism Destination Marketing, the paper made an intensive study on self-driving tourism with the methodologies of literature analysis, questionnaire and data statistics. The paper firstly analyzed the social attributes of self-driving tourists in Hangzhou from the aspects of sex, age, education and income. Then the paper focused on the characteristics of tourism behavior and demands of the self-driving tourists in Hangzhou from the perspective of travel motivation, constraining factors, organization mode, shopping preference, accommodation, vehicle sources and access to information. Later, the study analyzed the features of spatial behaviors of the self-driving tourists in Hangzhou in terms of their destination choices, decisions of distance between their residence and the destination and travel route and so on. Finally, the author made a summarization of the characteristics of consuming behavior of self-driving tourists in Hangzhou:Most of the self-driving tourists are young people; Most of them prefer to take mid-short tours around Hangzhou in an independent and random way; The majority of them prefer website for information; Their destination shift from sight-seeing style to leisure resort. According to the above study, the author grasped the psychological needs of self-driving tourists in Hangzhou and thus making a comprehensive analysis of the factors influencing tourism consumption decision.On the basis of the above analysis of the self-driving tourists in Hangzhou from the perspective of tourism destination, the paper came up with some corresponding marketing strategies:Firstly,segment the tourism market and improve the marketing; Secondly,enhance the sense of experience and make the marketing innovation; Thirdly,construct a marketing system of tourism destination and establish a good destination image. It is expected that on the one hand, the study would promote the consumption concepts of the potential self-driving tourists in Hangzhou to be matured and the consumption psychology to be rational; On the other hand, the study offered some suggestions on the development of self-driving tourism products, the standardization of self-driving tourism market and the marketing strategies of tourism destination with the ultimate aim of making a contribution to the development of self-driving tourism in Zhejiang province.