Research On Consumption Behavior Of Mainland Chinese Tourists To Hong Kong

Mainland Chinese tourists travel to Hong Kong is the beginning of the outbound tourism of China .After more than 20 years development, China's already greatly surpassed Japan, become the first big source of exporting country in Asian . In outbound travel market, the most prominent point is Hong Kong .Travel to Hong Kong and Macao lays a foundation for the outbound market, simultaneously have a very strong exemplary role for other areas. Specially along with "Mainland And Hong Kong about Establishment Closer Economics and trade Relations Arrangement" (CEPA), tourists in the main developed city no longer receives the quota, thus enhance their interest greatly, although this policy implementation still have the region limit, mainland tourists have become the biggest source, have played a prominent role in social stability and economical development of Hong Kong.Self-service travel is a mature sign of outbound tourism.But some abnormal phenomenons appear in the outbound tourism market, such as Chinese tourists surpassed Japanese as well as the European and American in consupmtion, especially in Hong Kong. The reason has caused the scholar and professional's widespread attention. And research on travel to Hong Kong and outbound tour become an urgent topic day by day.But at present few domestic scholar do research on the outbound tourism market , some just from the whole country's angle, lack of concrete study of one market specifically, moreover ignore the new forms and tendency . Research on tourist demand especially consumption behavior is extremely urgent to our country. China's tourism development needs this kind of researches to instruct the practice. Consumer's demand and behavior also unceasingly change along with the social development, so the research should keep pace with it. Therefore this research selects Hong Kong as the object, adopt way of demonstration, through processing the questionnaire get the conclusion. In the content aspect, it obtains the first material to understand the present consumption appraisal, in order to get the understanding of the tourists' consumption idea, destination choice, travel way choice, enterprise choice, consumption pattern and behavior characteristic contents and so on, view Hong Kong tour from a new angle, reveal basic characteristic of self-service tourists, and anticipated new trend of development.The First chapter elaborates the research background, the goal and the significance, makes a literature review on relative aspects.The Second chapter discusses the nature of tour to HongKong, introduces the development progress of mainland tourists to Hong Kong.The third chapter explains research design, sampling collection and material analysis method.The fourth chapter researches on comsumption behavior of mainland Chinese tourists using the SPSS software, carries on the interelative characteristic analysis, then draw the conclusion.The fifth chapter discusses comparison to traveling ways , point out the basicbehavior characteristic of self-service traveler .Finally is conclusion and implication .