Study On The Influential Factors Of Outbound Tourism Consumer Destination Decision

With the continuous development of economy, the progress of the society, people’s living standards increasing, people’s life demand is no longer confined to basic physiological needs, more experience on demand by the attention of people. On such a basis, conform to the trend of The Times, tourism has been developing. At the same time, global communication between countries increasingly close, outbound tourism become the right choice in my heart. According to the statistical data of the China national tourism administration, in recent years, our country the number of outbound tourism sustained high growth, 10 year growth of 479%. Tourism industry is different from general entity industry, it provides a lot of products couldn’t see, touch only in tourism in the process of consumers’ perceptions of, to be able to experience and measure. However, in the tourist destination choice consumers make decisions more according to a wide range of information search, many considerations, finally to make decisions. Consumer behavior in the process is more complex, it influenced by various factors, this article aims to through the analysis of effect in the process of consumers in the outbound tourism destination choice factors, find out the key of the outbound tourism consumer decision-making factors, a thorough understanding of outbound tourism consumer behavior rule, in order to take more targeted, more effective marketing strategy.This article on the basis of domestic and foreign research related to tourism destination choice, carding the original research, find out the key factors that affect consumer destination choice, mainly includes: consumers travel motivation, destination image, perceived costs, subjective norms. On the basis of forefathers’ research on the exit of constructing tourist destination choice decision-making the conceptual model of influencing factors, put forward hypothesis: travel motivation has a positive influence on tourist destination choice; Perceived cost has a negative influence on tourist destination choice; Subjective norm has positive effects on tourist destination choice; Destination image has a positive influence on tourist destination choice. In order to verify this hypothesis, the paper development scale, by issuing questionnaires to collect research data, using SPSS17.0 software analysis, reliability and validity of factor analysis and other methods to verify the conclusion. Have been verified in the end, the research hypothesis and related marketing Suggestions for outbound tourism market, outbound tourism market for the company’s development and provide theoretical guiding significance.