Research On Tourism Consumer Behavior Of Non-optimal Tourism Resources Based On AISAS Model

Tibet attracts many tourists to visit every year.However,in the selection of scenic spots and the formulation of tourism itinerary,most tourists prefer to choose Potala Palace,Jokhang Temple and other famous scenic spots for sightseeing.Compared with the popular scenic spot,Norbulingka scenic spot,known as Lhasa Summer Palace,has a relatively slow development of tourism.Compared with other tourism resources in Lhasa,Norbulingka is a non-optimal tourism resource area in the traditional sense.In order to promote the rapid development of tourism industry in Norbulingka scenic spot,this paper takes the AISAS model as the theoretical basis,local residents in Tibet,tourists in Tibet and the choice of Norbulingka,under the background that local governments vigorously develop global tourism and form tourism cluster effect The consumers who carry out tourism activities in the scenic spot are the objects of investigation.Through questionnaire and interview,combined with the field survey,the statistical results are obtained,and the empirical analysis is carried out from the five links of AISAS model.Then,it concludes the characteristics,influencing factors and development strategies of tourism consumers' behavior in the non-optimal tourism resources area represented by Norbulingka.The details are as follows:First,based on the AISAS model,age,education level,gender and satisfaction are the main factors that affect tourists' travel to Norbulingka,a non-optimal tourism resource area,as follows:Age and education level have significant influence on the links of "attracting attention",gender and age of tourism consumers and the links of "generating interest",age differences and the links of "searching",gender,age and education level and the links of "purchasing behavior",satisfaction and "everyone sharing",which are the links that affect tourists' going to lop,a non-optimal tourism resource area Norbulingka's main factor.Secondly,based on the AISAS model,by studying the consumer behavior of Norbulingka,the development strategy of constructing the non-optimal tourism resources area is as follows:The links of "attracting attention" need to build brand image;the links of "generating interest" need to enhance the characteristics of scenic spots;the links of "searching" need to increase information publicity;the links of "purchasing behavior" need to pay attention to service and quality;the links of "everyone sharing" need to form word-of-mouth effect.