A Study On The Influence Of Leisure Tourism Motivation And Restriction Factors On Tourism Intention Of Elderly Women In Taiyuan

At present,people pay more and more attention to the elderly tourism market,which has become one of the most important segments of the tourism market.According to the survey,the proportion of female tourists in the total number of tourists is approaching 50%,even higher,and nearly 20%of female tourists are elderly women^[1].Therefore,fully understanding the particularity of the elderly women group can expand the elderly women tourism market and promote the development of the elderly women tourism market.From the generation of leisure tourism motivation to the formation of tourism willingness,the elderly women are vulnerable to the influence and role of many factors.To understand the relationship between leisure tourism motivation and constraints of the elderly women group on Tourism willingness,and to find targeted solutions,has become a better way to meet the tourism needs of the elderly women group,improve the quality of tourism products and service water for the elderly To speed up the development of the elderly tourism market is an urgent problem.Combing the relevant literature at home and abroad,we can find that both at home and abroad pay more attention to the study of the elderly segment tourism market,and the perspective of attention is gradually expanding.But for the elderly women group,the segment tourism market,mostly studies its single aspect,such as tourism motivation,tourism preference,tourism willingness,etc.,lack of research on its overall mechanism.Considering the current aging trend and the characteristics of localization in China,it is of great significance to conduct a systematic study on the relationship among the travel motivation,travel restriction and travel willingness of the elderly women,a special group,in order to deepen the understanding of the characteristics of the group's tourism behavior and to effectively manage the segment tourism market of the elderly women group.Based on the theory of leisure restriction,foreign scholars such as Fleischer,pizam and Cathy H.C Hsu and domestic scholars Zhao Zhenbin,Zhang Yunlai and other relevant research results divide the elderly women's tourism motivation into four dimensions,namely,self-improvement and health,relaxation and leisure,sightseeing and emotion and nostalgia;according to Crawford's theory of leisure constraints,the individual internal constraints are divided into internal constraints,interpersonal constraints and structural constraints are combined into external constraints,so as to integrate tourism According to the interpretation of domestic and foreign scholars on Tourism willingness,tourism willingness is divided into two dimensions:personal travel and recommendation of tourism destination to others.On this basis,a structural equation model among the elderly women's tourism motivation,tourism restriction and tourism willingness is constructed,in which tourism motivation is an independent variable,tourism willingness is a dependent variable and tourism restriction is an intermediary variable.Taking the elderly women in Taiyuan as the research object,using spss24.0 and amos24.0 to analyze the data obtained from the questionnaire survey,the following conclusions are obtained:?1?in the elderly women group,tourism constraints have a significant impact on Tourism willingness,tourism external constraints have a positive impact on Tourism willingness,and Tourism Internal constraints have a negative impact on Tourism willingness;?2?the impact of tourism motivation on Tourism willingness Tourism motivation has a significant positive impact on Tourism willingness except for tourism negative impact on Tourism willingness;?3?tourism motivation has a significant impact on Tourism constraints,except for tourism external constraints,the rest have a positive impact on Tourism constraints;?4?tourism motivation indirectly affects tourism willingness through tourism constraints,indicating that the three are a system as a whole.Finally,according to the conclusion of the study,the paper puts forward some suggestions to expand the tourism market for the elderly,such as to meet the psychological demands of the elderly,to create characteristic tourism products,to provide personalized customized services,to reduce travel barriers,to establish and improve the service system,and to vigorously develop family tourism.