Research On Cross-culture Tourism Consumption Motivation Base On Postmodernism Paradigm

There are few researches on the cross-culture tourism consumption psychology and behavour. This thesis will make example that conclude Frenchmen tour motivation and the destination choicing to answer the following contents: the relationship of culture and tour consumption motivation; how the different culture influence the motivation of tourist; further more influence the choice of tour destination which have different culture. That will provide foundation of decision-making about over-sea makerting.First of all, the author constructed the tourism consumption motivation model from unconsciousness psychology perspective, brought forward the reaearch hypothesis, designed the investigation questionnaire and planed a depth interview.Second, the tourism consumption motivation model indecated that the tourism consumption represented the relationship of consumption psychology structure through the difference of space. In the course of tourism consumption activities, the unconsciousness psychology resulted the tourism consumption motivation. The author brought forward four kinds of tourism consumption motivation, that were the followings: sign consumption, experience consumption, symbol consumption, belief consumption. The four kinds of consumption motivation could not seperately, there was one motivation in one practical tourism consumption activaty which could represented the dominant motivation. In the developing of consumption movitation, this four tourism consumption motivation represented a strict sequence and logic relationship. The symbol and belief parts became dominant parts in unconsciousness psychology structure of the tourist in the postmodernism society, this change lead the consumption behaviour continuous transfered to belief consumption from sign consumption, experience consumption and symbol consumption.Third, according to the tourism consumption model, the author carried out four hypothesis as the followings: 1.the first choice that Frenchman visited China was Tibet, second was Xi an, third was Bei jing, fourth was Shang hai; 2.French tourist showed great interest and self-identity to religion, temple, historic site, folk. So contrast with the mordern cityscape, they were much interested in historic landscape , human landscape, natural landscape. 3. In the course of touring, French tourist dislike shopping; 4.The favorite items of French tourist were religion festival and folk festival of China.Fourth, an empirical investigation was carried out. Consumption diary was the main empirical method. The author choiced a French businessman randomly and recorded his consumption activities in Guangzhou with the form of diary, later carried out the analysis. Beside that, this paper used a depth-interview to reinforce the content of consumption diary. Also this paper designed a questionnaire of tourism consume motivation that Frenchmen visit China and recorded the data of French consumer. This paper used the investigated data processed with correlation analysis to verify the forcast result of academic model. The result supported the theoretical hypothesis.Finally, the author proposed some suggestions for the cross-culture marketing about china tourism and French tourist.