Empirical Study On Family Tourism Consumer Behavior

As modern tourism industry develops rapidly, tourism and leisure become the very important symbol of consumption updating. Tourism consumer behavior is the foundation of tourism products development and position, the basis of tourism planning and marketing as well. Family is the basic consuming unit, whose behavior and decision has inner-correlation. Research on fanily tourism consumer behavior can reveal the characteristic of it and give reference for more profound research in the future. Recent years, the structure change of family brings to change and alteration of consumption decision model inside family. Many kinds of peculiar consumption phenomenon of urban family have appeared in China. Conversion of consumer behavior is promoted by many factors, not only consumption structure change, increased leisure time and disposable income, improved standard of living, change of life style, but also C2B marketing method in network era, quick bi-directional interaction model.Currently, most previous researchs on family tourism consumer behavior are only based on the west countries, few of them do the emperical study and quantify analysis for China. Additional, no prior research has done on the system research of behavior model and the statistical analysis on the family life cycle, types of family tourism decision maker, elements affecting decision-make, family information. This dissertation firstly defines the concept of family tourism consumer behavior, then probes into progress of domestic and internationl previouse researchs and proposes research oppotunity. Moreover, this essay presents emperical research on family consumer behavior in Zhejiang Province of China. The target of emperical research is "household" in traditional population statistics and its research category includes the behavior diversity between different family life cycle and different family decision-maker types. Socal investigation Statistic, literature research, questionnaire research, factor analysis, frequency analysis, cross table analysis, one-way ANOVA and chi square test statistical analysis methods are employed in this paper.The result indicats that family life cycle has the distinct relationship with types of tourism decision maker. Family with different life cycle has significant different behavior on tourism motivation, tourism resource perferancece, types, amount, time of tourism, search information on-line, book and purchase tourism product on-line. The dissertation points out that type of famliy tourism decision-maker great inffluents the tourism motivation, perference of human and cultural activities, fequency of travel in last 12 years. The types of husband's job and education level of husband and wife are related to types of tourism decision-maker in family. With perference of different family types added as conclusion, the paper throws light on the way for how to apply the analysis result in marketing from 4P visual angle, simultaneously, research weakness and the prospect in the future.