Analysis tourism consumer behavior domestic and overseas tourists China

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Abstract

The subject of tourism consumer behavior is the key to the underpinning of all marketing activities, which is carried out to develop, promote and sell tourism products. Consumer behaviour is a fascinating but difficult subject to research. This statement is particularly relevant within the tourism field, where the decision to purchase by a consumer is a subject of an emotional significance.
The research aims to explore the consumer behaviour for both domestic and overseas tourists in Yellow Mountain, the factors that influence the domestic and international tourists’ consumer behaviour in Yellow Mountain will be analysed in this paper, and to understand how to develop proper marketing strategies to improve the economy in the Yellow Mountain area.
It reviews a series of literature and theories, containing the impact of tourism demand, tourism motivation, tourism decision-making and tourist segmentation, and so on. Meanwhile, the questionnaire and the interview are used as the major methods to analyze the research result and understand the consumer behavior of both Chinese and international tourists. Other methods such as using official statistics and surveys are also will be adopted in this study.
The author expects this research will give some valuable evaluations of domestic and overseas tourism consumer behavior in Yellow Mountain. Further more some useful recommendations to increase the tourism development in Yellow Mountain and China will be given.

Contents

List of Tables
List of Figures

Chapter One Introduction
1.1 Introduction………………………………………………………………11
1.2 The Aims and Objectives ……………...…………………………………12
1.3 The Structure of the Project………………………………………………13

Chapter Two Literature Review
2.1 Consumer Behaviour………………….………………………………….15
2.2 Tourism Consumer Behaviour……….………………………………..….16
2.3 Culture Tourism in China……………….…………………..………..…..17
2.4 Tourism Marketing Mix……………………………………………….......20
    2.4.1 Price tactics………………………………………………….……..20
2.4.2 Promotion tactics………………………………………………..…22
2.5 Tourism Demand……………………………………………….…………26
2.6 Tourism Motivation……..……………………………………….……..…26
2.7 Tourist Decision-making…………………………………………………28
2.8 Marketing segementation……………………………………………........29
2.9 Summary…………………………………………………………………31

Chapter Three Methodology
3.1 Research Approach………………………………………………………44
3.2 Research Strategies...................................................................................46
  3.2.1 Qualitative research………………………………………………..46..
  3.2.2 Quantitative research………………………………..……………..48
3.3 Data Collection Methods……………………………………………...50
3.3.1 Primary Data Collecting………………………………………….51
3.3.2 Secondary Data Collecting……………………………………...50
3.4 Data Analysis Methods…………………………………………………….54
3.5 Research Limitations and Bias Issues…………………………………...55
3.6 Ethical Concerns…………………………………………………………...55
3.7 Summary……………………………………………………………………56

Chapter Four The Findings and Discussions
4.1 External Factors……………………………………..……………….57
4.2 Tourist groups and expenditure………………………….…………….57
4.3 Impact of tourism consumer behaviour……………….……………….58
4.4 Yellow Mountain attraction …………………………………………...59
4.5 Tourist segmentation
and contribution………………………..………..61
4.6 Tourism demand………………………………..………………………62
4.7 Tourist satisfaction ……………………………………………..…….62
4.7 Tourist Age group and working situation………….…….…………...63
4.8 Purchase level…………………………………………………….…….64
4.9 Local facility ………………………………..…………..……………..64
4.10 Tourist motivation……………………………………………………67
4.11 Price Strategies……………………………..……..…………………69 
4.12 Promotion Strategies………………………………..………………..69
4.13 Summary………………………………………..……………………72

Chapter 5  Conclusions and Recommendations
5.1 Summary of the Study………………………………………………73
5.2 Conclusions and Implications of the Research………………………....73
5.3 The Limitations of the Research……………………………………..75
5.4 The Recommendations of the Research……………………………76

References……………………………………………………………………..I
Appendices
Appendix 1 Questionnaire questions…………………………………………..VI
Appendix 2 Interview questions…………………  ………………………….IX

 List of Tables

 Table2.1: Model of consumer behaviour.
 Table 2.2 The ways in which price is used in tourism to influence consumer behaviour
 Table 2.3 Exogenous factors affecting tourism
 Table 2.4 Key market forces directly affecting the demand for, and supply and distribution of, tourism products and services

List of Figures

 Figure 2.2 Promotional activity
 Figure 3.1 Induction model of the research process
 Figure 4.1 Tourist Age Analysis
 Figure 4.2 Tourist Status Analysis
 Figure 4.3 Tourists Annual Income Spend on Tourism Activities
 Figure 4.4 Facilities Assessment on Domestic Tourists
 Figure 4.5 Facilities Assessment on Overseas Tourists
 Figure 4.6 Tourist motivation
 Figure 4.7 Tourist expenditure
 Figure 4.8 Promotion Method
 Figure 4.9 Attention of Tourism Promotion