Study On The Characteristics And Influencing Factors Of Tourism Consumption Behavior Of Urban And Rural Residents In Four Prefectures Of Southern Xinjiang

Tourism is the product of social and economic development to a certain stage.With the development of economy and the improvement of living standards,people’s need for a better life is increasing.Tourism is a kind of advanced spiritual enjoyment,which can satisfy people’s psychology of seeking novelty,knowledge and pleasure,and meet people’s spiritual and cultural needs.Therefore,more and more people take traveling as a choice to adjust their lives.The four prefectures in southern Xinjiang are far from inland,but in recent years,with the implementation of the policy of Counterpart Assistance to Kashi and the establishment of the special economic zone of the Republic of China,the development of Southern Xinjiang has made great progress,relying on the special support policy set up by the state to set up the "China Kashi special economic zone" and the opportunity brought by the "one belt and one road" construction to the urbanization in southern Xinjiang,accelerating the pace of development.The regional economy has been developed,the economic improvement has promoted the growth of people’s material life and spiritual needs.More and more residents in Southern Xinjiang choose to travel when they are leisure.It is the basis for tourism industry to design tourism products and develop marketing to have a thorough understanding of consumer’s tourism consumption behavior and the influencing factors of urban and rural residents’ going out in the four prefectures of southern Xinjiang.Residents of four prefectures in Southern Xinjiang are new tourism markets that have not been developed,and areas where ethnic minorities live together.They have unique characteristics of tourism consumption psychology and preference for tourism choice.The influencing factors of outgoing are often different.By referring to the literature on consumer behavior,the author finds that there are few studies on the consumption behavior of urban and rural residents in the four prefectures of Southern Xinjiang.At present,the consumption behavior of urban and rural residents in the four prefectures is not well understood.In order to fully understand and develop the tourism market in Southern Xinjiang,the characteristics and influencing factors of tourism consumption behavior of urban and rural residents in the four prefectures must be carried out first.In order to provide scientific decision-making basis for the long-term development of the tourism market in southern Xinjiang,this paper discusses this issue.The author takes the urban and rural residents of four prefectures in Southern Xinjiang as the research object,based on the theory of tourism consumption behavior,reading a large number of domestic and foreign tourism literature,going to Southern Xinjiang to investigate and obtain first-hand data,using SPSS24.0 and Excel statistical software and questionnaire methods to study the tourism consumption behavior and influencing factors of residents in four prefectures in Southern Xinjiang.In addition,factor analysis was carried out on urban and rural residents in four prefectures of Southern Xinjiang,and cluster analysis was conducted on the respondents,and the constraints of the respondents with different statistical demographic characteristics were different.According to the results of cluster analysis,the respondents were divided into two categories: unrestricted type and restricted type.On this basis,the paper puts forward the development strategies and suggestions for the tourism market of urban and rural residents in four prefectures of southern Xinjiang.This will provide scientific decision-making basis for the development of tourism market in southern Xinjiang,and provide basis for the improvement and long-term development of tourism in southern Xinjiang.