Research On Fuzhou Women Tourists' Consumption Behavior

As a special group,urban women's traveling number has presented growth trend in recent years,urban women have become an important part of women traveling market.For tourism market segmentation,it is necessary to take research on the traveling consumption behavior of urban women.Firstly,the paper starts with dynamic analysis about research of women tourism field.Then based on literature review,the paper comfirms the research theme,clarifies the significance research of Fuzhou women's traveling consumption behavior and interrelates the main content,innovations and main technology road map.Secondly,the paper comes up with the research content and ideas based on literature review of research on foreign and domestic women tourism.Besides,the paper elaborates the theories of tourist behavior and consumption psychology,which provide theoretical guidance for making questionnaire.Thirdly,according to the paper designs and collected 465 questionnaires,statistical analysis concluded that women groups' characteristics in Fuzhou are dominated by women who are young and middle-aged,company staff,monthly income below 5000 Yuan,college degree and undergraduate,single.Fourthly,Using Pearson chi-square test to analyze the social and economic characteristics of women tourists and the consumption behavior characteristics of women tourists,including:traveling experience,the way to travel,the choice of traveling attractions,consumption intentions and preferences,traveling cost,it is concluded that most of women tourists have certain traveling experience,different age,occupation,income,education,marital status make women tourists had certain difference on traveling preferences,choice of traveling attractions and traveling cost.Fifthly,the paper analyzes the main elements by factor analysis of Fuzhou women's traveling consumption behavior,five main influenced factors were extracted namely individual psychological factor,the product object and stimulating factor,traveling destination factor,social and cultural factor and the reference group factor.Sixthly,the paper analyzes the process of Fuzhou women's consumption behavior,by means of single factor variance analysis about difference examination of women's consumption behavior according to different demographic characteristics and referring to the linear traveling consumption behavior models.And the paper constructs the decision-making model of Fuzhou women's traveling consumption,using the correlation degree analysis results of F1-F5 elements and consumption decision-making.Seventhly,According to the research of Fuzhou women's traveling consumption,the paper draws a conclusion:individual psychological factor can affect every stage;the product object and stimulating factor can affect the stage of searching information,comparing traveling commodity information and making consumption decision;traveling destination factor can affect the stage of evaluating satisfaction or not after consumption;social and cultural factor can affect every stage;the reference group factor can affect the stage of making consumption decision.Finally,based on the above research conclusion,some suggestions were given to the tourism enterprises on their traveling goods,namely marketing,service and environment,sales,at the end of this article,the limination and the further research orientation of this study were also outlined.