Research Of Traditional Chinese Medicine Cultural Tourism Motivation And Behavioral Intention Of Urban Residents

TCM cultural tourism has appeared and developed yet its competitive edge is hard to form since the industry features such problems like fragile and scattered property. Through the study of the behavior of TCM cultural tourism from tourism motivation, tourism involvement and behavioral intention departure to help appropriate countermeasures to increasing according to their own natural resources, the same time to provides basic theoretical support.This paper studies the TCM culture tourists’motivation, involvement and tourism behavioral intentions, deeply explore the analysis of cultural tourism tourists travel motivation pharmaceutical division segment of cultural tourism, building TCM cultural tourism market segmentation model. Based on data collection, to provide some advices for the development of TCM cultural tourism.This paper focuses on the motive, the involvement and the behavioral disposition of tourist, based on which a relation model and market segmentation model is constructed. Technically, theory research serves as a foundation to reap out eight dimensions constituting tourist motive. Further, factor cluster analysis helps to categorize these dimensions into four factors. Literally, the conclusion will enrich the related research and provides the industry with supports and suggestions.