Female Self - Help Tour Safety Demand And Consumption Behavior

With the improvement of women’s education level,of income increase sharply and rise of self-service travel,as well as the positive effect of the new "Tourism law", more and more women to participate in self-service travel. Women have become the main force of self-service travel. Because of its own characteristic, self-service travel has the higher safety hidden trouble compared with group travel. Owing to physiological vulnerability and psychological emotional trend, women are more likely to cause insecurity in their self-service travel, which will have an impact on tourism consumption activities.This paper studies the safety accident cases of women’s self-help travel nearly10years. By using a combination of in-depth interviews and questionnaire, this article focuses on empirical research about the security needs and the consumer behavior characteristics of women’s self-service travel. At the same time, the reason of these phenomena may be explained.The main conclusions of this paper are as follows：1、Through the content analysis of the female travel accident cases, it found that the accident frequency of women’s self-service travel showed the overall upward trend; Accident forms include:risk accident, sudden illness, robbery, car accidents, sexual assault, attack, damage to property; Accident rules are shown as:(1) Link distribution, most accidents occur in the tour process, the accident followed by travel and accommodation.(2) Age distribution, accident victims are mostly young and middle-aged women, age between21and40years.2、The security demand and the consumer behavior characteristic of women’s self-help travel are shown as:For women’s tour willingness, the negative influence caused by man-made accidents is greater than the natural safety accidents; Awareness, maturity and the level of economic development of the sightseeing place have positive impacts on destination choice; Women think that in all vehicles, the highest safety factor is aircraft, the lowest is the free ride; Women think that in all accommodation the highest safety factor is the three-star and above hotels, the lowest is the sofa guest; The special snack bar is the largest selection of the dining way during the women’s self-help travel; The recommendation of professional BBS website is the main safety information sources of women’s self-help tourists; Women tend to choose the travel mode of friends and family together; For women’s self-help tourists, security have a positive influence on revisit willingness and a significant positive effect on recommendation intention.3、Self-help travel consumer behavior differences in men and women:Women tend to cancel the tours plan after a security incident.Man-made accidents tours will affect women in the future will; For women,Visibility and security were positively associated; Compared to men, during self-help tour, women worry about catering, accommodation, shopping, social security, cultural barriers, the safety of the contact with others; Female preference for travel with friends and family together; After a security incident women self-help tourists revisit intention is lower than men.