The Comparative Study On Travel Intentions Between Xiamen Citizens And Villagers

Residents are a potential subject of tourism. They can be called tourists bringing real commercial returns when their heart travel intentions come to be a reality. People living in different regions have their own characteristics of behavioral intention. In our country, the differences life-style between urban residents and rural residents are obvious. Citizen has always been a important research point as the tourist subject. But it is learned that tourism of rural residents has already started to rise along with the social development, and the villagers’tourism behavior is a talent of tourism research. Therefore, comparing and studying the travel behavior intentions between urban residents and rural residents’ travel behavior intention to come out results about characteristics of travel intentions is conducive to provide a reference for different regions to develop a coordination and stable tourism.The study takes Xiamen citizens and villagers as the research object, uses Excel and SPSS17.0 to process data and employs frequency statistics, descriptive analysis, chi-square test, correlation analysis, cross analysis, independent sample t-test and single factor variance analysis ways to comparative analysis characteristics betweem citizens and villagers as same as the different ages of citizens and villagers on travel needs, travel motivations, travel expenses, travel period, travel distances, travel times, destination types, travel companions, travel services, travel transportations, travel meal environment, accommodation, travel goods, travel information getting-ways, travel attidude, congnative behavior control of travelling, subjective norms to travel, and after describing by related theories to conclude the similarities and differences:1) the similarities are:the travel attitude is good, but knowledge of travel is little; travel frequency is suitable,travel companions are closed; travel intentions of different age groups of urban and rural residents are differences; 2) the differences are:the intensity of travel needs and the degree of the love for travel are differen; the travel space sizes and time are different; travel service intentions is not the same, and the difference of travel cost is obvious; the characteristics of travel motivations are distinguishing, the intentions tourism resources are different; the travel information sources are sorts, the travel dynamic cognitive is different.Finally, according to the results of the research and analysis, the study puts forward related suggestions about improving the level of xiamen city urban and rural residents to travel.