A Research On Motivation And Behavior Of Tourists Of Cultural Tourism Creative Industry Park

With the vigorous development of cultural creative industries and tourism industry in our country, the cultural tourism creative industries have gradually blended. So the breeding of a new type of tourism destination that is cultural tourism creative industry park. Going to cultural tourism creative Industry Park seems to become a place that everyone visit to enjoy a fashion lifestyle, which attracts many tourists to visit travel and exploring learning. However, the development of cultural tourism creative industry park is not very mature as a scenic spot, and it is can’t meet the needs of tourists of high level difference. In addition, due to the diversity of tourism consumption behavior research, scholars for cultural tourism creative industry park tourist motivation and consumption behavior of the system research is relatively few, and it didn’t make generalizations. First by using the method of literature review on tourism motivation, tourism consumption behavior, cultural tourism creative industry park to defined the concept. Summarizing the domestic and foreign researchers about tourist motives and tourism consumer behavior related theory and research model, and trying to build a cultural tourism creative park travel consumer behavior model. On the basis of literature review to put forward the research ideas and research hypothesis of this study. Then we design a pre-questionnaire, which becomes the formal questionnaire by reforming it. We choose tourists in cultural tourism creative industry parks of GongSu district Hangzhou city as research objects give out question are to them and retrieve. We reach five kinds of tourism motivation factor according a factor analysis from the questionnaire statistics; they are aesthetic motive, exploring and learning motivation, emotional communication motivation, relaxing leisure motivation, showing off and novelty-seeking motivation. Besides, by variance analysis, we identify the difference on cultural tourism creative industry park tourists motivation and consume behavior in different variable of population statistics. By correlation analysis, we identify the correlation of cultural tourism creative industry park tourists’travel frequency, consumption amount, the destination residence time to consumption preferences and tourism motivation. At last, by cluster analysis which using the tourist motivation as classified variable, we classify the cultural tourism creative industry park tourists to Aesthetic people, Exploration people and Relaxed leisure people. Aesthetic people travel cultural tourism creative industry park to visit the photography exhibition, works of art and the characteristics of the industrial buildings. Exploration people travel here to meet their curiosity and find inspiration for artistic creation activities. Relaxed leisure people travel here to enhance the feelings between relatives and friends and relax, and not too concerned about where to go or what kind of travel. The three groups behave differently on travel decision-making, purchasing and evaluation.Based on cultural tourism creative industry park tourist motives and consumption behavior research, from the angle of tourists to understand their needs and concerns, not only can master the regular pattern of this kind of tourists spending behavior to improve their quality of tourist experience, also for tourism marketing strategy of park provides scientific basis for the establishment and planning to promote the development of its travel health quickly.