Comparative Analysis On Intergenerational Difference Of Travelers’ Consumption Behavior

Under the background of the new normal,the national economy goes gradually from rapid growth to slow growth in our country,because of diversified,personalized consumption way,tourism industry become a new growth point of national economy and consumption hot spots.So how to cultivate the compound tourism market,and fully release consumption potential,that must be eagerly considered.At present,China’s aging population has been increasing,Structure features of social population is changing,multiple generations structure prompts originally inter-generational relations from in the "invisible" state to be highlight.Due to the different social environment and historical background,different generation groups have different values and preferences,attitudes and behavior characteristics.It is because of generational differences that different consumers have preferences for tourism behavior,consumption market segmentation is provided a firenew view,and it indicates a new direction for exact marketing.So that according to different generation group characteristics to design personalized tourism products and customized services,is an important path and effective means to to expand the market consumption scale and spur social demand for tourism industry.This study introduces the theory of social and cultural values differences into the tourism consumption behavior,Taken intergenerational as consumer division standard,Taken intergenerational difference as the starting point,based on intergenerational theory and TCS theory,A questionnaire survey is conducted from the perspective of intergenerational,Among two groups of The lost generation and E-generation,whether there are different consumer behavior characteristics or not,and what’re the differences?Other demographic characteristics have an impact on consumption behavior?What kind of relationship between consumer behavior variables?This study selected outbound travelers as the research object,By independent samples T test,one-way ANOVA and correlation analysis for the empirical study,Come to the conclusions:(1)Different generational groups’tourismconsumption characteristics exist significant differences in tourism consumption motivation,decision-making behavior,post-travel behavior intention;(2)Within two generation groups other demographic characteristics would have significant differences on consumer behavior;(3)There is positive correlations between traveler’ consumption behavior variables.Finally,according to the results of empirical results,this research puts forward the corresponding suggestions for two outbound tourism market of The lost generation and E-generation,and has a brief.description about the prospect of research and the limitations of this study.