Research On Tourism Consumer Behavior Of The Cultural And Creative Industry Parks

With the booming of cultural and creative industry in China, cultural creativetourism has been formed and developed rapidly. The cultural and creative industryparks which are the material carriers of the cultural and creative industry have forcedmany cultural creative-type tourism destinations and attracted many tourists to visit.Travelling to the cultural and creative industry parks has become a fashion choice.The cultural creative tourism is just emerging and the tourism development is notmature, which cannot meet the high need of tourist. Besides, because of complexity ofthe tourist consumption behaviors, there are fewer researches to study the tourismconsumer behaviors of the cultural and creative industry parks and to summarize thebehavior characteristics.Based on consumer behavior of economic and marketing, this paper firstlyanalyses the subjective and objective factors which influence the behaviors of touristsin the cultural and creative industry parks. Then reviews classical tourism consumerbehavior models, and we try to build the tourism consumer behavior model of thecultural and creative industry parks. After that, interprets the facts of the model. Onthis basis, select Beijing798art zone as the empirical research object of modelapplication, we use the methods of on-the-spot investigation as well as the correlationanalysis and factor analysis in SPSS to analysis the behaviors of the tourists in798Art Zone during the tourist motive-generation stage, tourism decision-making stage,actual tourism consumption stage and tourism evaluation stage.According to the theoretical part and empirical part, this paper finds thesignificant differences between the cultural and creative industry parks’ tourists andthe general tourists. We conclude main conclusions as follows: the main consumers ofculture creative products are young and middle-aged class of individual travelerswhich have high education, middle income and pay more attentions to personalexperience. Travel demand, preferences tends to the types of art culture tourismproducts, and tourist motivation focus on cultural artistic quality obviously. Tourismconsumption level is in the medium level and cost structure becomes more and morereasonable. Tourist behavior happens frequently, which has a high travel frequencyand revisit rate. Tourist has high satisfaction and recommendation intention whichinfluences the decision-making. And at last we put forward suggestions to stimulate tourism consumption of the cultural and creative industry parks. And last, we put upsome suggestions to promote tourist consumption from the angle of the cultural andcreative industry parks, including making a plan reasonable to improve the tourisminfrastructures, applying creativity to increase the experience tourism projects,opening channels to pay attention to word of mouth marketing and network marketing,strengthening awareness of development and conservation simultaneously, as well asestablishing explanation system to improve the quality of service.Through the study of consumer behaviors of tourists in the cultural and creativeindustry parks, we know the needs and attention from the perspective of tourists, andcan hold the laws of consumer behaviors as well as enhance quality of the touristexperience. Besides, provide scientific basis for marketing strategies and plans of thecultural and creative industry parks, which can promote the creative tourism developstable and healthy.