The Research On Cultural Heritage Tourists’Consumer Behavior Characteristics In Qufu

Cultural is the base of tourism, with the heritage tourism warming up, cultural heritage has been be popular with more and more tourists. However, the current domestic and foreign scholars on the cultural heritage of the research mainly focuses on the development, planning and protection of cultural heritage tourism, lack of the study of consumer behavior of tourists. Along with the formation of buyers’market in our country’s tourism, we must make full, comprehensive learn about the behavior characteristics of tourist consumption, then we will be remain invincible in the development of the tourism.By comprehensively using the theories and methodologies of tourism, psychology, sociology, behavioral science, marketing and other related disciplines, on the base of the theory and methods of predecessors’ research in theory and practice, use literature methodology, questionnaire and SPSS17.0software statistical analysis and other methods, study the the consumption behavior characteristics of tourists in the place of cultural heritage——Qufu.Firstly, it is theoretical research, it summarized the development and research situation on tourists’ consumption behavior of cultural heritage tourist, and defined the concept and content of cultural heritage place, cultural heritage tourism, tourist consumption behavior, and put forward some personal cognitive. At the same time, it analyzed the theoretical basis of the symbolic social behavior theory, culture values, combined with the characteristics of cultural heritage place and tourist consumer behavior which lay the foundation for the empirical parts.Secondly is the empirical part study. On the basis of collecting the original data of Qufu tourist consumption behavior, and through the descriptive statistical analysis of the feature of visitor’s material, visitor’s tourist activities and the feature of tourist’s material, and do correlation analysis of the feature of visitor’s material and the feature of tourist’s material. It is concluded that:The most Cultural heritage tourists are highly educated level higher tourists. young and middle-aged, short-range, working class, most are small individual clients with several people, tourists mainly for "Confucius", get information in many ways, low revisit rate, short residence time, Confucian characteristic selection is not obvious in food, accommodation, transportation aspects, in addition to" the three "Cons" other scenic spotsare low awareness, their travel experience participation is not high, travel shopping cost less amount, visitors overall consumption level is not high, the consumption structure is unreasonable, and different gender, age, tourist generating, education, professional, personal income of tourists have differences in the consumer behavior.Thirdly,based on the theory and empirical research, in the light of cultural heritage consumer behavior characteristics of visitors, the article proposed the chemical, build the affinity will culture atmosphere, the tourist market to improve the tourism product development, the reasonable guide consumption structure, actively expand the tourist guide Qufu tourism suggestions.Finally, this paper reviewed and summarized, and proposed the innovation and shortcomings, and the future research direction on this topic was also discussed.