A Study On Domestic Tourists' Behavior In Rizhao Coastal Tourist

As the human society is stepping into the Marine Era, seaside tourism has gained anincreasing popularity among tourists. As an emerging pattern of tourism, it has provides asignificant approach to the sustainable development of the marine economy. However, in termsof academic research on seaside tourism, our domestic scholars lay their emphasis mostly on thedevelopment and planning of seaside resorts as well as the sustainable development of theseaside tourism. Little attention has been paid to the study of tourist consumption behavior in theseaside resorts. Since one of market competitions in the market economy is for consumers, weshould study the tourist consumption behavior so as to fully grasp the law of it which is neededin giving scientific and feasible advices on the further growth of seaside tourism.Rizhao as a new rising seaside city which boasts rich seaside tourism resources has seen arapid growth in the seaside tourism in recent years. In2012, Rizhao seizes the opportunity thatthe Blue Economic Zone in Shandong Peninsula rose to one of the national strategies to proposegoals to create an international coast resort and a renowned tourism city, indicating that Rizhaowill soon start its large-scale tourism constructions. In addition, Rizhao seaside tourismdevelopment has formed a certain scale, but its tourism in come is relatively low. This thesistakes the seaside tourism destination of Rizhao as its empirical research field and makes a studyon the domestic tourist consumption behavior based on a comprehensive application ofdemography, psychology, statistics and tourism science. Approaches to the study like literaturereview, field research and data analysis are all employed.The first part of the thesis is theoretical study. The author makes a literature review onseaside tourism as well as tourist consumption behavior, and defines the concepts of seasidetourism destination, domestic tourists and tourist consumption behavior. Apart from that, theauthor also elaborates on the basics of some related theories such as tourist consumptionbehavior model and Tourism Psychology.Following the theoretical study is the field research which is carried out on the basis of theelaboration on the development status of seaside tourism destination of Rizhao. The authoracquired first-hand data through in-depth interviews and questionnaires and analyzed the dataintensively before coming to a conclusion.The next part is about the advices. Based on the analysis of the seaside tourist consumptionbehavior of Rizhao, the author gives advices on the further development of Rizhao seasidetourism.Finally it comes to the conclusion and outlook in which the author draws a conclusion onthe research while reflecting on its originality and shortcomings after which she also givessuggestions on further research.