Study On Consumption Behavior And Influencing Factors Of Elderly Health Leisure Tourism

In recent years, along with the increase of the aged and the encouragement of developing pension services and healthcare industry from our country, healthy pension has caught more eyes, and healthy relaxation tourism has also faced a great chance to progress. This article states the consuming behavior and factors of aged healthcare relaxation travelers through the survey of aged market in Nanjing, based on document analysis, questionnaire, structural equation model and spatial analysis of GIS.Looking back the domestic and overseas research about aged healthy relaxation tourism and consuming behavior, the concept of healthy relaxation tourism and consuming behavior has been explicitly defined. It has cleared up the theory of healthy aged, consuming behavior and travel system as the base of the article. The article chooses healthy relaxation travelers in Nanjing as object. Using the data of aged traveler consuming behavior, the following researches have been made:Firstly, analyze consuming behavior characteristics of aged healthy relaxation tourism;Secondly, based on structural equation model, analyze the factors of consuming behavior and according to these results, discuss its mechanism of action;Lastly, according to above result, pull out some suggestions to the development of aged healthy relaxation tourism in Nanjing to achieve long term development from these three aspects:traveler, travel company, government.The main results of this article are as follows:(1) Aged healthcare relaxation travelers in Nanjing prefer to travel with others and the travel form is effected by the partner, which indicating the team tendency; (2) People have enough money and good condition to go out. So they have desire to travel. Also it shows obvious healthy tendency consumption model; (3) People’s travel destination becomes more and more. But as the distance increasing, the number of travelers is decreasing. The type "migratory bird" travel has the trend to be evident; (4) The total frequency of travel is a little high, with polarization. The degree of satisfaction has a large space to improve; (5)Many factors have an important influence to consuming intention and consuming behavior, such as motivation internal thrust factor, destination pull-out force factor, intermediary support factor, tourist characteristic factor. There is positive relativity between consuming intention and consuming behavior.Research shows the consuming behavior features of aged healthy relaxation tourism. And this article has analyzed the effect of consuming behavior. It has important theoretical value and practical significance to the development of aged healthy relaxation tourism.