A Research Of The Sanya "Migratory Birds" Elderly Tourism Market Development

China has entered the aging society in 1999, And the growth rate is the fastest in the world countries, The aging of the population for the development of our society are both opportunities and challenges, One is the elderly increasing large scale of consumption, To promote the elderly industry market expanding, On the other hand is the growing demand for the elderly, This requires the community to provide professional services and quality care products, Otherwise, there will be a lot of social complexity.With the concept of consumption and pension of the elderly continuously updated, more and more people choose to travel pension, This pushes the new "migratory birds" elderly tourism market development. Sanya as China’s only coastal city, In the development and expansion of "migratory birds" elderly tourism market has the advantage be richly endowed by nature. However, both theory and practice have not paid enough attention to the "migratory birds" elderly tourism market. At present, the tourism enterprise has no special tourism products for "migratory birds" elderly, The academic circles have not realized the importance of the development of the tourism market, The research on the "migratory birds" elderly tourism market development is in a state of blank.The relevant information and theoretical research in this paper, The definition of related concepts, Analysis of economic income, Free time, physical quality,consumption concept is main factors to "migratory birds" tourism demand. The development of Sanya "migratory birds" tourism conditions were analyzed, And points out the development necessity. Based on the theories of tourism market segmentation, Gerontology, tourism behavior and other related theories for guidance,Using questionnaire and depth interview method, "Migratory bird" elderly travel behavior including the destination attraction and the motive of the tourism, Tourism decision-making behavior, tourism consumer behavior, Tourism barriers, The tourist satisfaction survey and analysis. The behavior of the traveling "migratory bird" is summarized. It provides a lot of empirical data for this study. Combined with empirical research questions, Including the tourism safety problems, The lack of tourism products, The medical and health service system is not perfect, The order ofthe tourism market confusion, Tourism information publicity, The guide service is not standardized. According to the problem of being of the Sanya "migratory birds" elderly tourism market, Mainly from the three aspects of government, society and enterprises of tourism, Put forward the development strategy. Provide a reference for the development of Sanya "migratory birds" elderly tourism market, To provide a scientific basis for the tourism enterprises and related departments to formulate relevant policies.