Analysis And Empirical Study On The Influencing Factors Of Shanghai Residents' Tourism Decision In Japan

The paper aims to conduct an exploratory empirical research on the travel decision influencing factors of Shanghai residents to Japan. Based on quantitative research methods, this paper analyzes the pull&push factors of the travel motivations,constraint factors and tourism emerging media influencing factors to Japan.The research first explores the principal component push and pull factors of travel motivations to Japan based on factor analysis, and summarizes various types of main motivations and behavioral characteristics of various groups of Shanghai residents based on clustering analysis, and analyse the constraint factors and tourism emerging media influencing factors based on descriptive analysis,explores the significant relationship between tourism marketing promotion influencing factors and Shanghai residents’demographic characteristics, and also find the significant relationship between tourism emerging media influencing factors and Shanghai residents’demographic characteristics base on variance analysis.Considering the research is conducted after the Diaoyu Island Incident, this paper makes a special investigation about the attitude and perception about the travel decision to Japan after Diaoyu Island Incident. Finally, some marketing strategies and recommendations are proposed. The paper is divided into five chapters:The first chapter is the introduction to travel decision influencing factors of Shanghai residents to Japan.This chapter introduces the research background, theoretical significance and practical significance and research innovation.The second chapter is the literature review of outbound tourism,travel decision theory and the related influencing factors.This chapter first summarizes the literature of the outbound tourism, travel decisions and the related influencing factors, and then makes a comparative study of the similarities and differences between contents and methods.The third chapter is the research method of travel decision influencing factors of Shanghai residents to Japan. The paper first introduces the main research methods, combines qualitative and literature review and quantitative empirical research. As to the questionnaire empirical data, this paper adopts descriptive analysis, principal component factor analysis, cluster analysis and one-way ANOVA by SPSS17.0.The fourth chapter is the research result of travel decision influencing factors of Shanghai residents to Japan, including the demographic characteristics and travel behavior characteristics of tourists to Japan, push-pull principal component factor analysis and travel behavior characteristics analysis of clustering groups, constraint factors,Diaoyu Island incident influencing factors,tourism marketing promotion influencing factors and tourism emerging media influencing factors analysis, and the significant relationship between tourists demographic characteristic and marketing strategy and tourism emerging media.The last chapter is the conclusion of travel decision influencing factors of Shanghai residents to Japan and proposes suggestions for marketing and limitions.