| Tourism consumption has been the main research object on tourism. Consumption is one of the most notable characteristics of tourists and the level of tourism expenditure is most meaningful to the tourist destination . In this paper based on the new definition of tourism consumption , tourist consumption and tourist expenditure , the spatial model of tourism consumption and the all factors affecting tourist expenditure are explored .which helps to understand the tourism consumption model and the factors affecting expenditure on the conditions that in the urban tourism the tourism consumption and tourist expenditure depend on numerous and complicated factors, and guides the city tourism marketing strategy in the future.In the paper a case study for this research is based on tourism to the city of Xi' an. The data for this study was collected from tourists except the local people who visited Xian during the period from Oct. 1 to Oct. 7 in the year 2005. Firstly, the tourism consumption and all factors affecting tourist expenditure are discussed from the socio-demographic variables and travel-related variables. This analysis is made possible by means of a new method of multivariate analysis—co-plot, by which the 33 tourism attractions are classified into four distinct groups and that there is a tendency of spatial concentration among sights belonging to the same group concerned with the trip characteristics of tourists and the attractions that they visit. Based on these results, a spatial model of tourism consumption in Xi' an is developed. Secondly, according to the tourist expenditure tourists are divided into low- expenditure, normal and high expenditure tourist, by means of ONE-WAY ANOVA, the differences and similarity between local expenditure .expenditure on the way and the expenditure on food , lodging , transportation , sight seeing , recreation and shopping are discussed .Also the chi-square test is used to explore the difference and its gap between them on all the factors, with the result that on 7 factors the differences are distinct. With the expenditure per person as dependent variable and the 7 factors independent variable, a regression equation is designed. In the end, in order to probe the indirect and direct factors affecting tourist expenditure, a path analysis is used to analyze all the factors.According to the research above, the following conclusion is made:Firstly ,33 scenic spots as research object are analyzed and displayed by the means of co-plot, and acceding to the five chosen variables: percentage of tourists visiting the each attraction;average length of stay of the tourists visiting each attraction;average number of visits to Xi' an of the tourists visiting each attraction;generating places of tourist;the number of group size , the chosen scenic spots were classified into four distinct groups and that there is a tendency of spatial concentration among sights belonging to the same group concerned with the trip characteristics of tourists and the attractions that they visit.Secondly, a spatial model of tourism consumption in Xi' an is developed with the result of co-plot analysis. And it is shown that inner city of Ming city wall tourist district has been the RBD of Xi' an, Qujiang tourist district a minor andimmature RBD, but Lintong tourist district only a core tourist center that tourist visit frequently.Between the three core tourist districts and foot of mountain Qinling there are some tourist attractions and local people as well as people not far away from Xi' an are attracted by them and visit often . What' s more the persons visit Xi' an often also visit these spots.Thirdly , according to ANOVA there are some differences and similarities between tourists of the high .normal and low-level expenditure on tourist consumption structure .There are much or less difference except on food.On total expenditure on avenage , expenditure in destination city ,lodging expenditure and gifts, souvenirs, and other purchases expenditure there are distinct differences between them , but on transportation expenditure , expenditure on sight seeing , and entertainment or recreation expenditure there are differences but are not much .Fourthly, with chi-square test to analyze the 17 factors about the three groups of tourists, it is got that on the 7 factors generating places of tourist, age, the number of family member , number of visit , lodging choice, payment method by cash or not and length of stay there are distinct differences but on purpose of travel there is also difference but it is not distinct.Fifthly .according to region of origin , age .number of family member .number of visits , lodging choice and payment method dummy variable and length of stay quantitive variable , a regression equation is developed . it is got that the total expenditure on anvage per person of the reference group is 882.807 Yuan. In this regression the reference tourist is people from shaanxi province , above 26 years old, 3 or 4 members in the family, visiting xi' an the first time , living in the hotel and payment method without credit card, compared with the referee group that the tourists with following characteristics cost more : 2 or less members in the family , payment by card , people not shaanxi province, and the tourists spending less with the characteristics living in private places or rest house, less than 25 years old, more than 5 people in the family, repeat visitor.The sixth also the last one is that according to the path analysis, sex, educational background, profession, purpose of travel and satisfaction level on this travel experience have no or not significant effect on tourist expenditure, and the other 12 factors have positive or negative effect on it with different significance value. Based on the research the conclusion can be got that all the independent variables except sex, marriage things, purpose of travel and satisfaction level all accept the hypothesis. |
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