Impact Factors Study Of Senior Citizen’ Tourism Decision-Making Based On Self-Construal Theory

China has entered the aging society. There is a huge market for senior tourism.Senior tourism has received extensive attention of academic, travel and tourism industry.The research on the decision-making behavior of elderly tourists is very little. Culture can influence consumer’s behavior, and people under different cultural background have different perception of himself.So there are different self-construal types.Scholars have confirmed that self-construal can influence consumer’s behavior. In this paper, we study the relationship between self-construal and the senior’s tourism decision-making behavior.The results can enrich the theoretical system of the senior tourism, and it’s helpful for the development of travel agencies and tourist attraction.In the paper, the independent variable,dependent variable and regulated variables are proposed on the basis of reviewing the related literature.This paper’s research model and research hypothesis are based on regulatory focus theory,regulatory fit theory and self-construal theory.The paper obtained relevant data by questionnaire survey,and did an empirical analysis based on the data.Finally,the expectations hypothesis are verified and the conclusion of this study are drawn.There are two innovations in the paper:On the one hand,I designed a new self-construal scale that is more suitable for elderly.On the other hand,the paper’s conclusion can help the scenic spots and travel agencies to design more targeted marketing strategy of elderly tourism product.And the paper’s conclusion can instruct the elderly tourists to make reasonable tourism decisions.The findings of this thesis are as follows:The independent self-construal has a positive effect on senior citizen’ tourism decision-making.Positive media reports will strengthen the positive impact.The support of reference groups will also strengthen the positive impact. The interdependent self-construal has a negative effect on senior citizen’tourism decision-making. Negative media reports will strengthen the negative impact.The objection of reference groups will also enhance the negative impact.The end of this paper makes some suggestions for scenic spots and travel agents to enlarge the market of senior tourism. At the same time, the limitations of this thesis and the directions of the research in the future are also discussed.