A Study On The Characteristics Of Tourist Behavior In Religious Tourist Places

With the vigorous development of religious tourism,religious tourists have become the research field of academic focus.At present,the research on religious tourism in domestic scholars focuses on the qualitative analysis of the macroscopic aspects such as the evaluation of religious tourism resources,market development,sustainable development of tourism,and the lack of quantitative research on the microscopic level,such as the main body of religious tourism activities,and the research of the existing religious tourists mostly sees believers and ordinary tourists as a whole.Ignoring the complexity of the composition of religious tourists is not conducive to the development and management of religious tourism sites.Labrang Monastery,as the Holy Land of six Tibetan Buddhism,is one of the six major temples of the Gelug faction of Tibetan Buddhism in China,and its long history,rich Buddhist culture and beautiful natural scenery attract a large number of Buddhist believers from all over the world and tourists from home and abroad every year.Taking Labrang Monastery as the case,this paper divides the types of domestic Labrang monastery tourists through tourism motivation,compares the behavior characteristics of tourists with different motivational types,in order to provide theoretical guidance for the classification of tourists in Labrang monastery and even other religious tourist destinations,and puts forward some suggestions for the market segmentation and product development of religious tourist destinations and tourism enterprises.The full text includes six chapters,the first chapter of the introduction part,first discusses the current situation of religious tourism development and research background,significance of the overview.The second chapter is the literature review part,mainly carries on the concept definition to the religious tourism,the religious culture tourism,the religious tourism attraction,at the same time carries on the review to the domestic and foreign religious tourism,the religious tourism motive,the religious tourist behavior research.The third chapter introduces the current situation of the study of regional Labrang monastery religious tourism,the design of questionnaires and the distribution process,with the help of SPSS25.0 statistical analysis software,the data for descriptive analysis,factor analysis,variance analysisand clustering analysis methods collation.The fourth chapter uses cluster analysis to distinguish the results of the motivation types of religious tourists of religious tourists,analyzes the influence of statistical population variables on the motivation preference of religious tourists,and compares the tourism behaviors of different types of religious tourists,and analyzes the demographic characteristics,basic tourism behaviors,tourism consumption behaviors of different types of religious tourists,The difference between religious tourism preference and post-tour evaluation.The fifth chapter concludes and discusses the part,reviews the research content of the article,summarizes the research results of the article and puts forward some suggestions.The sixth chapter is the conclusion.Through the field investigation of the motivation and behavior characteristics of the domestic tourists in Laburon Tibetan Buddhism,the conclusion of the study can be summed up as follows:(1)Through the measurement of tourism motivation to Labrang monastery different types of domestic tourists,The mean value of 25 tourist motivation factors was between 1.3 and 4.6,and the motivation factor items with the largest mean value and above 4 were "great religious influence,coming","accompanying friends and relatives,enhancing feelings","broadening your horizons,increasing knowledge","experiencing local folk customs","satisfying curiosity about Tibetan Buddhist culture"," Learn about Tibetan Buddhist legends "," Admire Buddhist architecture,literature,music and other arts "," enjoy the beautiful natural scenery." The mean values of these eight motivational factor items were 4.5,4.5,4.4,4.3,4.3,4.3,4.2 and 4.1,respectively.(2)Using the second-order classification to cluster analysis of the survey samples to obtain two categories of tourists,and by calculating the discriminant function of the second class of samples to predict various types of prediction and determination rate,the results show that the accuracy of the two types of samples is96.3%?96.0%,the overall rate of registration is 96.2%,indicating that the clustering effect is obvious.Type 1 tourists in the tourism and leisure motivation factor items are higher than the type ?,"The religious influence is great,the name comes" the highest motivation,on the contrary,in the spiritual appeal and cultural experience ofthe indicators below the type of ?,so this type of tourist motivation named as the tourism and recreation type.Type ? tourists in the cultural experience and spiritual appeal motivation factor project indicators,are higher than the type of ?,in the tourism and leisure class motivation is the lowest,so this type of tourists named religious and cultural experience type.(3)The two categories of tourists have significant influence on demographic characteristics,basic tourism behavior,tourism consumption behavior and the preference degree of religious tourism products respectively,while the type of tourists has a significant impact on their decision-making behavior and shopping behavior in tourism,but has no significant impact on post-tour behavior.Sightseeing and recreation tourists come with a clear purpose,has the characteristics of similar behavior of open-type tourists;religious and cultural experiential tourists share 53.3%of Buddhist believers,pay more attention to the spiritual experience of religious tourism,and show a strong belief complex in the characteristics of tourism behavior.(4)Based on labrang these two types of religious tourist study,in order to promote labrang tourism development,improve tourist travel experience,respectively from the development of Tibetan Buddhism unique tourism activities,strengthening the construction of infrastructure of religious tourism destination,enhance each niche marketing construction countermeasures are put forward.