Consumption Behaviors Of Urban Independent Tourists

Independent tourism is a form of tourism which is traditional butfashionable.People planed the travel themselves before Thomas Cook organized thefirst tour in history.Now, with the supporting service facilities improvement, tourists’experience accumulate,and the maturity of consumption concept, independent tourismhas been a fashionable form of tourism to display individuality, go outside andrelax.Independent tourism is also one of directions for urban tourism.Based on the above background, the author had put forward the proposition tostudy consumption behaviors of urban independent tourists.For a long time, consumerbehavior has been a research focus in Western marketing scholars.Further research onconsumer perception, expectation, satisfaction, consumption characteristics, canguide the formulation of marketing strategy.Tourism destinations determine tourismdevelopment strategy Through the research of consumption behaviors of independenttourists.The research adopts the method of combing quantitative analysis and qualitativeanalysis together.The case study of Xiamen summarize consumption behaviorcharacteristics and influencing factors of urban independent tourists from thedemographic characteristics, decision-making, tourism activities and tourismevaluation, then put forward measures for Xiamen to cope with the trend ofindependent tourism.The research shows that urban independent tourists in Xiamen travel fordifferences,knowledges,escape and relaxing, they get travel information in variousways, but mainly through tourism websites.They travel with friends or families inpaid vacation and make decisions themselves or involved in making decisions.Theyprefer to economic hotel and family inns,and they are satisfied with the travel ofXiamen. Age affects tourism purpose, gender and age affect the way of findingpartners, income affects travel frequency, occupation affects tourism purpose, travel frequency and tourism evaluation. Based on the above characteristics, the governmentshould improve tourism infrastructure, optimize independent tourism informationservice system, strengthen industry regulation and establish public complaintacceptance platform. Tourism enterprises should adjust the mode of operation basedon consumption behavior characteristics of independent tourists, and constructindependent tourism service system cater to the demand of independent tourismmarket.