A Study On Tourism Consumption Behavior Of Rural Self - Driving In Nanjing And Its Influencing Factors

With the rapid development of China’s economy, people’s living standards have improved significantly, while the heavy work pressure and the accelerating pace of life makes people want to travel and this aspiration has been increased unprecedentedly. At the same time, the rural tourism was born whose theme is to return to the rural idyllic and it has set off a wave of countryside tourism in the nationwide. At the same time, our national holdings of private cars also continued to go up, particularly private cars-holdings in Nanjing has been lied in the first class in the country. During this process, self-driving has been mixed with rural tourism rapidly. Therefore, this paper has an important theoretical value and practical significance, which was based on the study of self-driving tour in this market segment to study consumer behavior in Nanjing surrounding countryside tourism and its influencing factors.This paper first reviews the research status of rural tourism, self-driving tour and consuming behavior both in domestic and aboard and the author has divided the decision-making stage into three parts:the pre-consuming decision-making stage, the consuming traveling stage and post-consuming evaluation stage. The author has selected some tourist spots surrounding Nanjing countryside as the research object, which selected the Gao Chun International Slow City and Jiangning Bamboo Tong as the place where the author has issued questionnaires, from which the author has collected a wealth of first-hand information, and based on this information, the author has carried out the following works:Firstly, analyzing the demographic characteristics of rural tourism self-driving tourists surrounding the countryside in Nanjing; then, the author analyzed rural consumer behavior characteristics on the basis of the divided three stages of self-driving tourists and finally studied the factors that affect the consuming behavior of rural self-drive tourists under the help of factor analysis variance analysis. On this basis, the author has pointed out some concrete advices with the help of such data, in order to promote the development of rural self-driving tourism surrounding countryside in Nanjing.The study found:(1) there are not obvious gender differences in rural self-driving tourists surrounding Nanjing countryside and the main tourists are25-44year-old youth and have a degree of undergraduate, graduate and above and the monthly income is more than5,000Yuan;(2) In the pre-consuming decision-making phase, the majority tourists collected some relevant information from Internet, newspapers and magazines and friends and family; most tourists prefer to carry out some independent travel and arrange their own travel routine; during the cycle of three months, most of the tourists are traveling by car at least once; in terms of driving time, when the driving time is less than three hours, visitors universally can accept, instead, their acceptance will decline; in the consuming traveling stage consumer, tourists usually prefer to have some dinners at local farm restaurants and usually spend one day in rural areas; in the post-consuming evaluation stage, most visitors are satisfied with the scenic sightseeing, dining and entertainment in the rural areas;(3) the impact factors that influenced rural self-driving tourists consuming behavior can be divided into: rural tourism environmental factors, rural resource characteristics factor, factor of tourism products and services, travel expense factor, visitors livelihood security protection factor and self-driving factor.