Research On Revisiting Consumption Of Hot Spring Tourism Based On Lifestyle

In recent years, tourism industry of China is being in a phase of transition. As travel products are transferring from sightseeing to leisure, tourism market is also changing from the sightseeing tourism to leisure tourism. As a recreational and healthy travel product against pressure and fatigue, hot spring tourism meets the demand of leisure tourism and health care, hence becoming increasingly popular. Revisit rate, which is all along a focus of tourism market and academic interest, is one of the marks to define the success of leisure product development. Therefore the research on consumer behavior of re-visitors to hot spring has great importance.The article tries to investigate that kind of behavior from the aspect of tourist's lifestyle. It is found that there are seven common factors having effects on tourist's lifestyle, such as cultural movement, financing and family affection. According to the factors, tourists fall into three groups. Consequently, the variance and correspondence analysis reveals the significant discrepancy among the consumer behaviors of different groups.There are five parts of this article. Chapter I is the introduction consisted of the background and importance of the topic, the relative literature review, the research frame and the main points. Chapter II talks about the theory evidences and the research methods, covering the relative definitions, the interpretation of theoretical basis and the presentation of research techniques. ChapterⅢheads into the research design. The study case, the selected varieties and the explanation on the survey design are raised. Chapter IV goes deeper into the empirical research. Taking Tianmu Hot Spring in Jiangxi as a spot for survey, it conducts the factor and cluster analysis on the lifestyle of re-visitors to hot spring, and moreover, the variance analysis on the consumer behavior of the sub-groups. Chapter V reaches the conclusions and recommendations. It presents the summary of this article, suggesting the marketing measures based on the results of Chapter IV. It also indicates the innovation as well as the deficiency of this article specified, referring the direction of future research and efforts.The main conclusions of this article are as following:①Re-visitors to hot spring can be divided into groups of different lifestyles;②The consumer behavior of these groups are also diversiform. Accordingly, it puts forward the relevant marketing measures, such as treasuring product innovation, and regarding group difference as an orientation for advertising, promotion and pricing.