The Study On The Relationship Between Female’s Disposition Type And Tourist Consumption Behaviors

In the tourism activities, female tourists are everywhere, the growth rate is far more than men. More and more women go out, traveling through the way to relax, to see the world. For women this consumer groups in China’s tourism enterprises have not paid enough attention in academic circles, the female travel consumer also lack of systematic research.Temperament type is the inner gene of female tourists and the essential criterion of market segmentation, the application of spss.19in data analysis.This paper is inclined to start with female’s temperament type", study about the correlation between female’s temperament type and tourism consumption behavior. On the basis, with previous research, constructs the female’s temperament type and tourism consumption behavior relationship model, put forward three hypotheses to test female temperament types and tourism consumption behavior of the correlation.This paper selects young women of Nanchang city as investigation object, through a questionnaire to collect data. Using factor analysis to verify the hypothesis one, there are four factors of the temperament:choleric qualitative, sanguine qualitative, lymphatic qualitative and melancholic qualitative; using variance analysis to verify the hypothesis two, is able to distinguish different female in the demographic factors temperament type differences; through the correlation analysis to verify the hypothesis three, different types of temperament of female in the tourism consumption behavior could be recognized.Based on the tourism market segmentation theory, temperament type of female will be treated as classified variables, female tourists will be categorized into groups through cluster analysis, subdivide into four markets:the women who are lead the fashion:the women who have independent personality; the women who love family; the women who indulge in emotion, we study the psychology characteristics and the consumption behavior of the four segments. On the basis of this, marketing strategies recommendations for young women will be concluded, for tourism enterprises reference.