Study On The Influencing Factors Of Consumer Purchasing Intention In Tourism Real Estate

As the product of timeshare localization, tourism real estate appeared in the late 80s, 20^th century in China. After the periods of germination, developent, and frustration, tourism real estate is now back to our focuses and arouses great concern again. As the combo of real estate, hospitality and leisure industry, tourism real estate can cater to the sharply growing leisure demand and resolve the gradually prominent supply-and-demand contradiction of real estate. There is no doubt that tourism real estate is the inevitable outcome of accordance to the social development. However, up till now, tourism real estate is still in a dilemma and cannot exert its effect as well. In this situation, clarifying the relationship amony stakeholders, identifying the obstacles to the smooth development and stimulating effective purchase of tourism real estate are the main issues for academia and industry.The paper tries to explore the mechanism of consumer's purchasing decision-making from the aspects of perception and motivation and clarifies the relationship between perceived value, perceived risk, purchasing motion and behavior intention which are the influencing factors of consumer purchasing decision-making in tourism real estate. Firstly, this paper defines the research object and grasps the overall research priorities and trends by literature review of the theories about perceived value, perceived risk, purchasing motion and behavior intention. Secondly, the author does some interviews with both suppliers and demand-side of tourism real estate before variable designing. Thirdly, the author delivers questionnaires, collects data, builds the research model and sets hypothesis according to the results of factor analysis. Fourthly, the research tests hypothesis by use of SPSS16.0 & AMOS7.0 and draws conclusions. Finally, taking advantage of system theory and asymmetric information theory, the paper analyses the relationship among stakeholders and proposes some countermeasures and suggestions in order to promote sustainable development of tourism real estate.