A Research On The Behavior Of Self-driving Tourists In China From Involvement Perspective

Self-driving tourism,as a new form of tourism,has developed rapidly in China in recent years and has huge market potential.However,the irrationalization of tourists in the purchase decision process of tourism products leads to more casual,personalized and complicated behaviors,which increases the difficulty for the management of tourists and the orderly development of the market.By introducing the theory of involvement,this paper studies the behavior characteristics of self-driving tourists under the irrational decision-making mode,identifies the needs of tourists,and puts forward relevant development suggestions,which will promote the marketing to a certain extent and attract more groups to pay attention to China's self-driving tour.From these aspects,the research results of this paper have certain practical significance for the development of the self-driving tour market,and also enrich and supplement the research on self-driving tourists' behavior.On the basis of reviewing the existing research results,this paper constructs self-driving tourist involvement scale and behavior scale from the perspective of participation,obtains relevant research data through questionnaire survey,uses mathematical analysis method to analyze the customer segmentation of the respondents and the behavior characteristics of self-driving tourists with different types of involvement.The main conclusions are: based on the perspective of involvement,self-driving tourists can be divided into four categories: high-value group,high-involved group,medium-involved group and low-involved group;The higher the degree of involvement of self-driving tourists,the stronger the motivation of “social/shopping” and the “business/experience”,the wider source of information,the more diverse travel companions,the higher requirements for catering,and the more interested in a variety of entertainment activities.