The Theoretical And Empirical Study On The Short-term Tourism Demand Of The Urban Residents In Xi'an

Research on tourism demand is an important aspect of the market research of tourism. It should be studied unceasingly with the change of tourist market. On the impact of the new vacation policy, people pay more attention to the short-term tourism. Research on the short-term tourism demand of the urban residents, it can enrich the study of tourism demand on theory, and supply decision-making bases for the development of the short-term tourism market on practice.Based on the tourism demand theory, the tourism motivation theory, the tourism consumer behavior theory as well as other correlated theories, this article analyzes the influencing factors to the tourism demand and the present situation of the short-term tourism market in Xi'an. Through the questionnaire survey to obtain the first-hand data, the article uses stat analytical method to make quantitative analysis on the characters of Xi'an urban residents' demand to short-term tourism, and finally takes necessary marketing measures.The main conclusions of the thesis are:First, urban residents of Xi'an have a positive attitude towards tour activities. The short-term tourism has the great market potential. However, lack of understanding of tourism resources and tourism products have become the major obstacles to short-term tourism. Urban residents of Xi'an have a preference on natural resources tourism, especially the natural landscape of mountain. At the top ten tourist areas in Shaanxi province, Xi'an urban residents are preferred Taibai Mountain tourist areas, Hua Mountain tourist areas and Eco-tourism areas in Ankang.Second, the main motivations of the short-term tourists are stress relaxation, entertainment as well as the understanding of the natural scenery and history and culture. The environmental factor is the primary factor towards the Xi'an urban residents' decision-making of the short-term tourism. The environmental factor includes the transportation convenience, environment and reception facilities of the destination and tourism safety. Third, the traditional media is the main channel for Xi'an city residents to gain the tourism information. The "word-of-mouth effect" is also very important. They are more likely to choose travel with their friends and family, and often choose weekend-travel and other traditional short vacation. Generally, people have the leisure time of about four days per month. They always travel by buses and tourist buses. Their tourism consumption is at a lower level. It shows the larger potential of the development of short-term tourism market.Fourth, based on the analysis of the characters of Xi'an urban residents' demand to short-term tourism, the author gives some advices to the market development of the short-term tourism. The advices are mainly given from the aspects of the development of short-term tourism products, marketing and the tourism environment.