Study On Single Group’s Tourism Motivation,Preference And Influencing Factors

Tourists are one of the three elements of tourism activities and the source of the power of tourism development.With the continuous development of China’s economy and the continuous improvement of people’s living standards,population problems such as late marriage and late childbearing and infertility without marriage have become increasingly prominent,resulting in the increasing number of single groups and subtle changes in the demographic structure of Chinese tourists.In previous studies,scholars classified tourists according to their characteristics to facilitate the analysis and summary of the common characteristics of a certain type of tourists,which contributes to the healthy and rapid development of tourism service industry.China now has about 240 million single population,huge volume,willingness to spend,but its tourism features is not clear,the study of single group travel behavior is in initial stage of exploration for further understanding of tourism characteristics of single group,for single group travel preferences,motivations and explore the influencing factors,will help to optimize China’s tourism industry segments.This paper takes single tourists as the investigation object,collects data by questionnaire survey,summarizes the travel preference of single groups by descriptive analysis method,and explores the correlation between travel preference,travel motivation and influencing factors by factor analysis and correlation analysis method.The research results are as follows:（1）Single tourist group is composed of young intellectuals with strong desire to travel and above average income,and there is no significant difference in gender.（2）single group mainly through the Internet and friends recommend to obtain tourism information,including the Internet as the main channels of access to information,a short video App is the most commonly used Internet platform,tourism travel pursuit is convenient,simple,self pleasure,not on tourist spending,consumption is one of the main consumption features.（3）The tourism motivation of single groups is correlated with the tourism influencing factors.Correlation analysis results show that the tourism motivation "relax" novel and influencing factors of "tourism image","self perception" linear correlation,enrich the motivation and tourism in the tourism motivation factors "external conditions" linear correlation,emotional motivation and tourism in the tourism motivation factors affecting evaluation of "others","self perception" linear correlation.（4）Gender difference has significant difference in tourism image among the influencing factors of tourism,especially female;Age and average monthly income are not significant in tourism influencing factors.There is a significant difference between "others’ evaluation" and "self-perception" in education level.According to the conclusion of the study,suggestions are put forward to develop the tourism market of single group: 1.Follow the development trend of Internet and develop smart tourism.2.Pay attention to the tourism characteristics of single groups and develop personalized tourism products.3.Strengthen “infrastructure” construction to improve tourism satisfaction.