The Research On Tourism Purchasing Behavior Of Domestic Female Tourists In Guilin

With the development of economy and the emancipation of women, women's social roles become more and more varied. Nowadays, women in our country are much more dependent and they are doing their bit for the development of the society. The emancipation of their minds, the raised economic incomes and social status, and also the strengthened pressure from their works make more and more women go out and choose the form of travel to relax and keep abreast of the outside world. The number of female tourists is tending to ascend, the rate of which has already exceed that of male tourists. In many places of interest, female tourists are much more than the male. However, there exist great differences in physiology and psychology between male and female. That is what leads to the differences in many aspects of traveling behavior between them. And purchase is one of those differences. Female tourists tend to purchase more than male tourists and they often play a decisive role in family traveling. Therefore, the research on female tourists'behavior of purchasing is valuable to studying and analyzing.With the famous scenic spot Guilin as the scope of our study, this article is aimed at domestic female tourists'behavior of tourism purchase, investigating and analyzing their behavior of tourism purchase in Guilin. This article carried out the study with the help of literature review, questionnaire, interview, statistics, comparison and the combination of theory and practice as the method. Based on the questionnaire on female tourists in Guilin, this article collected the necessary data and analyzed them with SPSS 10.0. At last, the status quo and general regularity of Guilin's domestic female tourists'purchasing behavior were summarized and some suggestions were proposed to the development of Guilin's tourism and tourism purchase based on the previous analysis.This article contains five chapters:Chapter One, the introduction, introduces the background, purpose, significance and the method of this study. In addition, it reviews the related literature on this aspect both overseas and at home and at last defines the key words used in the study.Chapter Two is the theoretical part. According to the research results summarized by the predecessors, it sums up and analyzes the factors influencing the female tourists'purchase behavior and the process of their decision-making. This part is both the theoretical basis of this study and the theoretical guide of the questionnaires made by the author.Chapter Three refers to the characteristics of demography of the domestic female tourists in Guilin. This part makes a statistical description of the chosen sample's characteristics of demography, which includes region, age, profession, income, education background, and marriage.The fourth chapter, which is also the focus of this study, analyzes the purchase behavior of the domestic female tourists in Guilin. In this part, the author makes a statistical analysis on the female tourists'traveling experience, preference for purchase, level of consumption, purpose of purchase and the factors influencing their purchase, the evaluation after purchasing and their general evaluation on purchase in Guilin. Besides, the author makes a further research on female tourists'behavior of choosing the traveling information from the Internet, their willingness of purchasing in traveling and their expense in Guilin.Chapter Five is the conclusion, which summarizes and generalizes the results in the preceding chapter.Chapter Six is the suggestion. Based on all the conclusions, this part gives some suggestions on Guilin's traveling goods, marketing, service, and management and so on. At the end of this article, the limitation and the future research orientation of this study are also outlined.