Research On The Travel Purchase Decision-making Behavior Of Young Women In Shangha

Since China carried out the Reform and Opening-up Policy,our people have been exposed to more windows and opportunities of international learning and communications with a faster speed.With the continuous optimizing living standards,people are also showing a strong and heated willingness to go traveling for relaxation,broadening horizons,and developing and refreshing various relationships in their lives.Thus,the tourism economy got developed rapidly and has already become one of the key economy industries of China.The government has also issued policies to ensure the rapid development of the national tourism consumption,and to enlarge the positive influence to the overall economic development by continued tourism consumption.At the same time,because of the factors that modern young women have the needs to relieve the work and life stress with their economic independence achievement,they have become a new strong consumption power throughout the world,especially in tourism market.Modern women are taking a lead role in more and more travelling activities,and that’s why they will occupy more consumption share of tourism market,which will definitely play a positive role in driving the development of industry-related economy.In the increasingly fierce competition,China’s tourism enterprises should pay more attention to the characteristics of tourism purchase decision-making behavior of young women in time,so as to enhance their attraction and competitiveness and obtain greater market share.By combing relevant theoretical literature and reviews,this paper constructs a tourism purchase decision-making behavior model based on push-pull theory and Hierarchical theory of needs,and takes young women in Shanghai as the research object to carry out questionnaire survey,interview survey and personal travel observation diary respectively.After in-depth research and comparison of the content of the survey data,this paper analyzes the characteristics of Shanghai young women’s tourism purchase decision-making behavior,and summarizes some main influencing factors.Based on the above research,this paper puts forward the enlightenment and marketing suggestions for relevant tourism enterprises,which provides theoretical support and action suggestions for Chinese tourism enterprises to better develop the consumption market of young female tourists.At the same time,this paper puts forward the innovation of this research,points out the insufficient aspects of the research,and looks forward to the direction of future research.