Study On The Influence Factors Of Tourist Purchase Intention From The Perspective Of Tourism Complex

In recent years, the transformation of the industry has intensified, the second industry has led to the economic development of the third industry as a leader, tourism economy as a new suction gold industry from the service industry. In the era of Pan tourism, ordinary scenic spots have been unable to meet the needs of tourists demand, scenic spots of single, a single industry is unable to meet the current social mode and tourism complex as one kind of emerging tourism industry, to satisfy both the intensive development of the tourism industry and to meet the needs of tourists, so, the development of tourism complex can not only promote the process of urbanization, promoting regional economic development, more rich people's life, to the people bring more high-quality service.Firstly, reading a lot of literatures of domestic tourism complex, comparison of domestic and international urban complex, tourism industrial cluster, tourism, real estate related literature, defined for tourist complex through the research and analysis to compare the similarities and differences between the complex and urban complex, tourism industrial cluster, tourism, real estate, and summarizes the characteristics of tourism complex. Finally, the author a unique definition of tourism complex. In this paper, the theory of consumer behavior as the theoretical framework, in repeated studies, Sir Howard Sheth model, EKB model and TAM model based, to TAM model based model, through the methods of interview, questionnaire investigation and expert method to find comprehensive body of tourist purchase intention to the influencing factors and these factors for perceived usefulness variables and perceived easy to use variables to construct comprehensive body of tourist buy factors influencing the willingness of the TAM model.In the part of empirical research, this paper choose Wuhan city tourists as the research object. Through interviews and questionnaires collected Chu Han Street tourists purchase intention of influencing factors, and use Likert 5 scale table method to test the tourists to buy intention influencing factors, and then use SPSS 22.0 test data of reliability and validity, the reliability and validity of the data after clearance, the variables were correlation analysis and regression testing. Finally, the paper comes to the core of the tourism attraction, commercial atmosphere, space layout, supporting facilities, convenient transportation and other factors can positively impact customer purchase intention; perceived risk factors can reverse affect tourists purchase intention and tourism core attraction is in addition to the spatial layout of other factors play a role of intermediary hub, perceived risk have significant negative regulatory role. Based on this is proposed in this paper increase tourism product development, space format portfolio adjustment, strengthen the atmosphere of Commercial Street building, consolidating facilities, improve traffic conditions and a series of measures, to promote better and faster development of tourism complex.