Research On Eco-tourism Destination Selection Factors Of Hongze Lake Wetland

With the continued economic development, people’s living standards continue to improve,while the work pressure, urban environmental degradation and other factors, the intense desire of people close to nature and back to nature, eco-tourism came into nature, get more and more public recognition.In this paper, Hongze Lake Wetland Reserve as an example, an empirical investigation of eco-tourists behavior characteristics, and the method of statistical analysis applied to the Hongze Lake wetland ecological tourism,analysis the tourism destination choice behavior of Hongze Lake wetland and the influence factors were analyzed.These woould be helpful to the local government of Hongze Lake Wetland tourism development and provide a theoretical reference for the scientific decision making.First, through access to literature, then understand the research status and development of wetland ecological tourism and related theory. Secondly, the current situation of the development of Hongze Lake wetland eco-tourism is briefly introduced.The questionnaire for data collection and analysis by using SPSS 19 and Excel2007 statistical software, analysis of Hongze Lake wetland ecological tourism tourist behavioral characteristic analysis. The 5factors were extracted from the original variables affecting tourism destination choice behavior,which is the image factor, up to factors, consumer factors, landscape factors, shopping factor,marketing factor.And the difference between the effects of 5factors, age, gender, occupation, education level income level by single factor analysis of variance method.Finally, according to the results of empirical analysis, put forward the exploitation of Hongze Lake wetland eco-tourism suggestions.The suggestion are follows:Adhere to sustainable development, strengthen the consciousness of environmental protection;Improve the ability of management, a clear management functions;integration of tourism resources, accelerate the construction of infrastructure;Integration the marketing resources and try to build brands.