A Social Psychological Analysis Of Tourist Consuming Behavior In Mass Tourism From The Perspective Of Consumerism

2010 Shanghai Expo induced some issues that worth thinking about:tourists' exceeding thirst for Shanghai Expo, they could bear waiting several hours in line in order to visit the famous pavilions advertised in media, what's more, they even don't care what they see in the Expo, what they care is stamp as many medals on their Expo passports as possible. All these make the author think of consumerism. Furthermore, consumption is becoming more and more important in people's everyday life along the development of modern society. Consumption has not only become an important way to satisfy people's need, but also become an important way that people can know others and express themselves-------all in all, consumption is more and more becoming what Baudrillard said symbol consumption. It's in this context that tourism consumption is no longer a wasteful thing, but become a worthy thing, a kind of consumption that deserves everyone go in for. Tourism consumption does not only produce sheer economic effect, but also produce rich social and cultural effect. Therefore, it becomes very important to research tourist consuming behavior from social, especially consumerism perspective. Nevertheless, there are few such studies in tourism academic communities at present.It is in this background that this study begins. This research studies tourist consuming behavior under the conduct of consumerism theory. This research tries to find out whether consumerism is exist in tourism consumption or not, if it was exactly existed, then how does it like, and what're the reasons it produces, these are the main topics this study concentrates. On one hand, it helps tourism developers and dealers understand tourist consuming behaviors more precisely, then they could make their products more well-liked. On the other hand, it helps the industry administrators, for example, the government or the trade associations, leading tourist consuming behavior more effectively, moreover, helps China's tourism industry develops more smoothly.The frame of this study is organized as the following:The first section is the introduction of this paper, which discusses the research background and the research significance of this study. Then, this study is devoted to classify and sum up the literatures concern consumerism and tourist consuming behavior, mainly includes these four substances:the concept of consumerism and tourist consuming behavior, the emerge reason of consumerism in tourism consumption, the measures of consumerism in tourist consumption behavior. What's more, this part also proposed the main topic of this study. The third section is the statement of this research design. Qualitative research methods is used in this study, the data collect method mainly is depth interview and secondary research------collect blogs from the internet. Also, this section put forward the research frame of this study.The next two parts are the core of this study. In the fourth section, this study proposed that consumerism does exist in tourism consumption. What's more, this study found that the consumerism in tourism consumption mainly revealed in the following aspects:during their consumption, tourists are all hedonists; the symbolic feature and compulsory character of tourism consumption; the induced consumption desire. In addition, this study sort through the tourism consumption into three categories. The fifth part mainly illustrate the reasons that consumerism emerge and develops in tourism consumption, mainly analysis from macroscopical and microscopic perspectives.The last section sums up the conclusion of the dissertation. It reviews the main ideas in this paper, also points out the limitation and follow-up research direction of this study.