The Research On Outbound Tourists’ Consumer Behavior Of Xiamen City

Outbound tourism is the inevitable trend of economic and social development,the level of people’s improving, in recent years, with the rapid development of China’s outbound tourism, the spending power of nationals abroad is attracting the attention of the world, but at present, the researches in outbound tourism consumption behavior are not so many and the empirical studies on specific tourist generating region are still more lack, so this article regard the outbound tourists of Xiamen City as the study object, based on the travel motivation theory, then study the tourism consumption behavior characteristics aboard.This paper uses a method that combined theoretical and empirical research,studying with outbound tourists’ motivations of Xiamen as the starting point, and based on this to explore the differences under demographic characteristics, even the relationship between tourism motivation and consumer behavior, then analyze the similarities and differences of outbound tourists’ consumption behavior in Xiamen which under the different market segments. First, use the literature research to defining the concept of outbound tourism, tourism motivation and consumer behavior,meanwhile regard the relate tourism motivation theory, tourism decision theory and consumer behavior theory as the theoretical basis for this article. Thereafter, stating the reason why selected tourists in Xiamen as research object and put forward this article’s proposed and assumptions. Then, use SPSS to analyze the datas from a questionnaire survey, through factor analysis, we summed seven categories of outbound tourism motivation: physical and mental health motivation, study and contact motivation, practical motivation, recreation motivation, conformity motivation, condition motivation, self achieve motivation; through variance analysis to distinguish the differences of motivation at different demographics; through correlation analysis to find the relations between different tourism motivation and consumer behavior. Finally, make the seven motivation factors as the categoricalvariables, through clustering analysis, we get three types of outbound tourists: the recreation type, pursuing type, relaxation and healthy type. Next, to study the differences of three types tourists on different demographic characteristics and consumer behavior characteristics through cross analysis, and summed up the recommendations for Xiamen tourism management department and tourism operators as well as point out the shortcomings and future prospects of this research.