Study On Wuhan City Domestic Tourists’ Behaviors Based On Gender Differences

Under the theoretical direction of Tourism Geography and Consumer Behavior, the paper takes Wuhan city as a case to study tourists’behavior. Based on the statistic data of the nation authorities and the domestic tourist survey, which is organized by Wuhan Branch of China Tourism Academy, the paper analyzes the collected data by the spssl7.0 statistical software, and studies gender differences of tourists’ behavior by questionnaire and interview.Based on a questionnaire survey of 9207 tourists in Wuhan Province, the paper structure is designed as follows. Firstly, the paper studies the domestic tourists’ demographic characteristics. Then it mainly studies domestic tourists’behavior in Wuhan city, which contains decision-making behavior, motivating behavior, consuming behavior and the experience quality of tourists’behavior. At last, it tries to explore the main factors of domestic tourists gender differences of decision-making behavior and consuming behavior. The conclusions are as follows:(1) The gender differences of domestic tourists’ decision-making behavior diverse obviously. As for travel mode, the proportion of male tourists who choose business travel and incentive tour is higher than female tourists. As for travel time, male tourists tend to choose national holidays; female tourists mostly choose spare time. As for tourism motivation, more male tourists choose attending meetings and going on errands, but more female tourists choose going shopping.(2) The gender differences of domestic tourists’ consuming behavior diverse obviously. As for dining place, male tourists prefer characterized restaurant, female tourists prefer Food Street. As for accommodation, male tourists tend to live in star hotels, female tourists tend to live in friends’dormitory. As for urban traffic modes, male tourists like to travel by their own car; female tourists like to travel by railway. As for scenic spots, the National Institute of the Peasant Movement is male tourists’favorite scenic spot, but female tourists like Wuhan underwater world best. As for tourist commodity, male tourists prefer cigarettes, female tourists prefer clothing. As for entertainment, male tourists are interested in bar street; female tourists are interested in theater.(3) The gender differences of domestic tourists’ evaluation behavior diverse obviously. In case of tourism service quality, female tourists’evaluation is higher than the male tourists’. Meantime, female tourists have a better tourism experience in Wuhan, and they’re willing to recommend others to have a trip in Wuhan.(4) By studying the compact of different demographic characteristics on the tourists’ decision-making behavior, we have the following conclusions. The tourists’ age, income, occupation has a great influence in their travel modes. As for information obtaining, male tourists’ age, academic degree play an important role, but female tourists’ age, income, occupation, academic degree is related to their choices. As for travel time, male tourists’ income has no influence in it, and female tourists’age has no significant impact on it. As for tourism motivation, male tourists’ age, academic degree, income, occupation has notable correlation with it, but there is no significant correlation between male tourists’ academic degree and tourism motivation.(5) By studying the compact of different demographic characteristics on the tourists’ consuming behavior, we have the following conclusions. The male tourists’ age, academic degree, income, occupation have a great influence in their dining place and accommodation. As for dining place, female tourists’ age isn’t the important factor which has significant influence in choosing dining place. Meantime, female tourists’ academic degree is unrelated to the accommodation. As for urban traffic modes, male tourists’ demographic characteristics have an impact on it. On the contrary, female tourists’ academic degree doesn’t work in choosing it. As for entertainment, male tourists’ income has no influence in it. The effect of female tourists’ age, income in entertainment is insignificant.