Research On Tourism Preference And Behavior Characteristics Of Domestic Tourist In DaLian

With the further development of tourism, the research of Tourist market becomes the hot spots to the domestic and foreign researchers, the main content of the research of Tourist market is the research of tourism preference and behavior characteristics of tourist. However, what is tourism preference, how to research: what angle to research on the tourist behavior can advoid the high degree similar to the existing research and lack of theoretical breakthrough, and so on. A series of these problems cause the author's research interests. The answers to these questions have important theoretical value,one of the theoretical significance of this study is one innovations:defining tourism preference; pointing out the differences between tourism preference, tourist preference, and tourist consume preference; explaining the types of tourism preference:pointing out that the existing relevant empirical researches of tourist behavior mostly focus on some aspeces of tourists Behavior, seldom take the process of tourists behavior as a whole to study, at the same time, in the existing empirical study, comparative study is less and less.On the basis of answering to these questions, this study selects Dalian as empirical study area, researches on the tourism preference and behavior characteristics of domestic tourist. The conclusions of this study include:(1) Domestic tourists in DaLian have a higher preference degree to different tourism products, the mean is below 2.5. The visitors generally agree with the experience get in Dalian mentioned by author, but the level of preference have significant difference:using Factor analysis to make appropriate reduction to the 21 tourism experience preference variables, extracting six common factors, named:the sense of achievement. physical and mental relaxation, promoting feeling, enjoying nature, and achieving the aspirations. To these experience preference factor, the means are 1.94,2.11,2.15,2.24,2.61,2.69. The visitors think the tourism motivation preference Variables mentioned by author are very important to them, but the degree is different:extracting sever common factors by Factor analysis, named:the sense of achievement, physical and mental relaxation, promoting feeling, enjoying nature, and achieving the aspirations. To these motivation preference factor. the means are 2.28,2.30,2.35,2.62,2.87,2.91,2.98。(2) The tourists who have different gender. age. education have significant differences in tourism products preference:The tourists who have different gender, age. education, different times visiting to DaLian. occupation have significant differences in tourism experience preference:The tourists who have different age. occupation have significant differences in tourism motivation preference.(3) On the basis of sever common factors of tourism motivation preference, clustering step by step, according to the different types of tourists' motivation preference degree, named the five major categories of tourists: city sightseeing tourism, landscape tourism, multi purpose tourism, shopping and entertainment festival tourism, leisure and holiday tourism; different tourists have different behavior characteristics; different types of tourists have significant difference in decision-making behavior, and shopping behavior; do not have significant difference in Post travel behavior.The result of this empirical study is another innovation and also has theoretical and realistic value. The theoretical significance is testifying tourism preference theory, the effects that tourists demographic variables on tourist preference enrich tourists preferences influencing factors related research. In addition, the tourist behavior is researched by comparative study.The realistic significance of this study is:clearing the Overall demand of Dalian domestic tourist market, providing academic basis for the local government and operators making all sorts of management decision.All in all, this paper is divided into five parts and the main contents are:The first part is an introduction. which describes the research backgrounds, questions, significances.The second part is literature review. Which reviews the related study of tourism preference from the definition of tourism preference concept, next. puts forward the tourism preference concept from the essence tourism concept. points out the tourism preference including tourism object preference, tourism experience preference and tourism motivation preference; then, summarizes the related research of different types of tourism preference; last, points out the differences between tourism preference, tourist preference, and tourist consume preference.Which reviews the existing research of tourist behavior, in order to have a comprehensive understanding and establish the idea of this study; in the end, reviews the tourist market segmentation.The third part is the study design. Which describes the research framework, the research hypothesis, the design of the questionnaire, the research method.The fourth part is statistics and analysis. Which analyses the data useing SPSS 16.0. includes the preference analysis of tourist product preference, tourism experience preference, tourism motivation preference; the influence of tourist demographic variables on tourist product, tourist experience, tourist motivation preference; comparative analysis to different type tourists' behavior characteristic; in the end, hypothesis testing.The fifth part is the conclusion.Which describes the research conclusion, limitation, and the research prospect.