A Study On Women’s Willingness To Travel For Leisure In Chengdu In The New Era

The report of the Nineteenth National Congress of the Communist Party of my country pointed out that the main contradiction in our society has been transformed into the contradiction between the people’s evergrowing needs for a better life and unbalanced and inadequate development.In 2018,The National Tourism Report pointed that my country will enter the era of high-quality tourism.At the same time,the urban leisure tourism market is the main body of my country’s tourism market,and Chengdu,as a "leisure capital",has a typical female leisure tourism market.This paper combines the theory of planned behavior with external factor variables including destination supporting factors and policy preference factors,and uses methods such as descriptive statistical analysis,factor analysis and hierarchical regression analysis to conduct research on women’s willingness to travel in Chengdu.Research indicates:(1)Women in Chengdu are generally more willing to participate in leisure travel,and their motives for leisure travel are more diverse.The main motives for leisure travel are to relax and gain respect.(2)Women in Chengdu are more interested in leisure travel,but they know less about it and have narrow information channels.(3)Potential female tourists in Chengdu have established preferences for leisure tourism products and travel time.In terms of leisure tourism products,they prefer sightseeing and vacation products;in terms of time preference,women in Chengdu prefer leisure tourism on weekends and holidays.(4)Women’s willingness to travel in Chengdu is affected by various internal and external factors.Among the internal factors,tourism attitude,subjective behavioral norms,and perceived behavioral control significantly affect the willingness to travel for leisure;external factors also have a significant positive impact on the willingness to travel for leisure.Through the mean value analysis,it is found that the consumption promotion policies of the government and the country are the factors most recognized by women when they consider leisure travel.Finally,according to the conclusions of the study,corresponding discussions are carried out from the macro level of improving the awareness of leisure tourism,enhancing the image of destinations,enriching the connotation of leisure tourism,giving relevant social policy support from government departments,and strengthening supervision and management.And according to the preference of women’s leisure tourism in Chengdu,it provides reference suggestions for the development of Chengdu’s women’s leisure tourism market from the micro level.