Study On Tourist Behavior Of Winery In Huailai County Of Zhangjiakou

In the new millennium,with the continuous socio-economic development in China,wine has been common Chinese daily consuming goods rather than luxury goods for the elite and rich Chinese people.Wine consumption in China has growing sharply,and the numbers of wine planting areas and wineries in China have gradually increased on large scale. Wine consumption,as well as wine tourism in China has got more and more attention from both wine tourism practitioners and researchers.But research on wine tourist behavior in our country is kind of lag behind wine tourism practice.In order to study the Wine tourist behavior characteristics, developing the marketing strategy for Wine Zhuang, enrich the domestic research on tourism Wine,based on Wine tourism, tourist behavior is defined, on the behavior of tourists and tourism Wine are reviewed. On this basis, this paper takes Huailai County of Zhangjiakou City, Sha town the Great Wall dry mulberry Wine Zhuang case study,questionnaire survey method and interview method, investigation and analysis of tourist behavior Wine village. Based on obtaining the first-hand survey data, this paper use quantitative description statistics and variance analysis method to analysis of the social attributes of Wine Zhuang tourists, tourists decision-making behavior,spatial behavior characteristics of tourists, consumption characteristics etc.. The study found that through social attributes, to the tourist decision-making behavior and spatial behavior characteristics and consumer behavior characteristics, can know Wine Zhuang tourists mainly concentrated in the area around the chateau, tourists are mainly concentrated in the 36-45 years old, a higher proportion of male ratio, enterprise management is the highest diploma or bachelor, the largest number of tourists, income mainly concentrated in the 3001-5000 yuan, and the family together by way of tourism consumption mainly concentrated in less than 300 yuan,the consumption is low, the taste of Wine for visitors to the main purpose, the main way to drive traffic, the tourist season is mainly concentrated in the eleven golden week. By means of factor analysis,several common factors are summed up, and variance analysis is used to analyze the differences of basic social attributes in common factors.Finally,based on the research findings, put forward the tourism marketing strategy of Zhangjiakou Zhuang Wine;specific strategies, including the combination of Wine Zhuang tourism products,extend the product chain,expand sales channels;and Wine village tourism development price strategy,expand sales channels,to Wine and promotion strategy etc..