What Are the Different Types of Tourism Career Opportunities?

Tourist purchase behavior refers to the actual action of tourists in exchange for currency for tourism products and services, which is driven by tourism motivation in order to meet their tourism needs. In social life, any individual must continuously consume all kinds of material living materials to meet physical and psychological needs. Therefore, purchasing behavior is one of the most universal behavior activities in human society.

Tourist buying behavior

I. Comprehensiveness of tourist buying behavior ^[1]

The purchasing behavior of tourists is manifested as different purchasing behaviors due to the influence of tourists' personality, social factors and environmental factors. Therefore, tourist purchasing behavior can be divided into different categories according to different standards. The common classifications are as follows: ^[2]

The emergence of tourism consumer buying behaviors depends on a variety of social, political, economic, cultural, and individual factors. Judging from the actual situation of tourism consumers, they can be broadly divided into two categories, namely internal factors (or individual factors) generated by demand and external factors affecting demand. ^[1]

I. Economic factors

The economic factors that influence the purchasing behavior of tourist consumers are mainly the two aspects of the development level of social productivity and consumer economic income.

(I) The impact of social productivity on the purchasing behavior of tourism consumers

Because the objects of market buying activities are provided by production, what production can provide, how much it provides, objectively restricts what and how much it consumes. Production not only restricts the variety, size and quantity of consumption, but also restricts the structure of consumption. When the development of social productive forces is not enough to make people's living standards reach a certain level, the tourism industry can only stay on the government and hospitality type, and tourism is only the lifestyle of a few rich people. The development of tourism products and the tourism market Only stay in the original stage. When the speed of economic development accelerates, modern people will regard tourism as a way of life that improves the quality of life. International and domestic tourism product distributors are formulating countless sales plans every day. The inevitable result of the development of productive forces. For example, when social productivity is underdeveloped, people use horse-drawn carriages as the main means of transportation, and it is not possible to travel conveniently when cars, trains, and airplanes are used as the main means of transportation as tourists now; for example, when the level of productivity is relatively low In this era, tourists' tourism projects were mainly based on sightseeing and tourism. As the level of productivity continued to increase, some large-scale playgrounds and resorts continued to appear, and tourism projects continued to be enriched.

(II) The impact of tourism consumers' economic income on market purchasing behavior

In modern society, only the desire for tourism consumption does not create a tourism market. It also requires realistic purchasing power to make the desire for tourism consumption a reality. The economic income of tourism consumers directly affects their purchasing behavior and determines whether tourists can achieve the level of tourism and tourism consumption. To be precise, the economic income of tourist consumers does not refer to the total income of tourists, but the portion of their total income that can be freely controlled after deducting taxes and social consumption, and personal and family daily consumption. Different incomes have different effects on the purchasing behavior of travel consumers. According to relevant statistics, in the early 1980s, the possibility that American families with an annual income of more than $ 15,000 was twice as likely to travel than families with an annual income of less than this level; families with an annual income of more than $ 25,000 were traveling More, equivalent to five times the annual income of households under $ 5,000.

Changes in the economic income of tourism consumers will also affect the composition of people s tourism consumption. For example, an increase in economic income will change the consumer's consumption ratio in the six major factors of food, accommodation, travel, entertainment, and purchase. Corresponding changes in the choice of location relative to the requirements of tourism products and tourism prices will also occur. Just as people cannot imagine, laid-off workers who enjoy the lowest social security allowance can pay thousands of dollars to travel abroad.

Social factors

In addition to the influence of the development level of social productivity and personal economic level, tourist purchasing behavior is also affected by many social factors. The social factors that have a greater impact on tourism purchasing behavior are mainly social classes, related groups, families, and social status and roles.

(A) social class

There is a certain social class in any society. People in any society are consciously or unconsciously divided into groups of relatively stable people based on status and prestige, values, and lifestyle. The behaviors of people in the same social class have great similarities. Education and occupation are the most important factors in judging the social class. For example, when employees of large foreign companies are traveling on business trips, due to the needs of their identity and status, they often take first-class business class instead of ordinary class. The hotels they stay in are often considered high-star hotels. .

Consumers in the same class have roughly the same purchase behavior. They tend to choose the same kind of products and brands, and they have basically consistent responses to corporate marketing activities. For tourism marketing activities, consumers with higher education and higher social class tend to be open and confident. Tourism has basically the same positive attitude, and has a deeper understanding of the spiritual enjoyment and cultural experience in tourism consumption. People in lower social strata are generally relatively closed and unwilling to take risks. They have clear utilitarian and short-sightedness in choosing consumption methods, and they are also realistic and stable in tourism consumption behavior.

(II) Related groups

The related groups of tourists are the groups that directly or indirectly affect their attitudes and behaviors, that is, the social relations of consumers, including families, neighbors, colleagues, friends, social groups, etc. Relevant groups provide reference basis for tourists' purchase behavior and have a significant impact on purchase behavior. There are different types of related groups. A person may belong to several related groups at the same time. The degree of influence of different related groups on buyers is also different. A person's travel purchase behavior is greatly affected by related groups such as family members, friends, neighbors, and colleagues who are in frequent contact. For example, in family travel, the husband thinks of Las Vegas or Macau to entertain, and the wife thinks of France or Hong Kong to go shopping. Out of consideration and caring for the wife, the husband often listens to his wife's ideas and goes to France or Hong Kong to go shopping .

In addition, people are affected by related groups that they do not belong to. If a particular tourist wants to be part of a group, then that group is his worship group. Conversely, if a person is unwilling to accept the values and behaviors of a group and refuses to join it, then that group is the person's segregated group. The influence of a related group on an individual comes from its binding force on its members, which has a strong influence on the individual behavior in the group. to. For the tourism marketing process, the impact of certain tourism products, prices, sales channels, and promotional methods on relevant groups is obvious. When certain types of tourism products have just entered the investment period, tourists are affected by relevant groups in their decision to buy or not. The trend is larger, but the impact on brand selection is less affected. When such products enter the mature stage, tourists will generally be greatly affected by relevant groups in terms of brand choice. In each relevant group, the opinions of some members in a certain field have an impact on the behavior of other group members. Therefore, travel marketers must formulate different marketing strategies that affect various members of the group.

(Three) family

The family is the most important related group. The impact of parents' values, lifestyles, and codes of conduct on their children is profound. The family tends to harmonize the behavior of its members. The family not only affects the purchasing behavior of family members, but most of the tourism activities in the West are carried out in the form of a family. In recent years, family tourism in China has also gradually increased. Compared with friends, colleagues and formal groups, the frequency of family travel is the highest. Therefore, tourism marketers should carefully study the impact of the family-specific related tourism group on individual tourists' purchasing decisions, and they should thoroughly understand the purchasing behavior of family members during family tourism.

First, different family members have different influences on family travel purchase behaviors. First, it is proposed that family members who make travel purchases are advocates of family travel purchase behaviors. Any member of the family may become a purchase advocate. In families with young children, parents are generally advocates of buying. As children get older, they also gradually influence the family's purchasing decisions. In the travel process, children often also become decision makers for certain purchasing behaviors. The role of spouses in purchasing decisions varies with the type of product purchased and between different families. For most travel products, because they are collective purchases, they are often decided by both parties. For example, tourism products that cost more and take longer are often determined by the couple and the child.

Second, the family life cycle has a great impact on the purchase behavior of individuals and families. The family life cycle refers to the entire process from the establishment to the disappearance of a family. The consumption of tourism products during the wedding phase is commonly known as "honeymoon travel" in China. Newlyweds have a strong choice of unique tourism products and the environment and location of the destination. There may be many tourist destinations, and tourism consumption shows a strong period of prosperity. At the child's minor stage, affected by environmental, economic, physical, and security influences, family travel purchases tend to focus on short-distance destinations and the consumption of relatively single tourism products. When the children reach adulthood, the family is more likely to consume tourism products, and the economy is more affluent, allowing them to carry out luxury or long-distance tourism. The requirements for tourism products may also be of a higher level. In the old age of retirement, the elderly with good economic conditions often go out to travel together, and their travel needs require comfort, slow pace and high consumption. These elderly tourists are often referred to internationally as "silver-haired."

(D) status and role

Status refers to the social position of rights and duties defined from a social perspective. A role is an expectation of behavior that a person in a particular position should have.

The purchasing behavior of travel consumers often has to match their status and role. Most tourism consumer goods have great status symbolism, such as choosing a star-rated hotel, luxurious and comfortable transportation, choosing a tourist destination, and consuming a specific tourism product, etc., often represent a certain social status. Marketers of these products with symbolic social status should pay full attention to the status and role of buyers, or try to make their products have symbolic status.

Of course, in general, the purchasing behavior of travel consumers may also deviate from their own social status and corresponding roles. For example, the consumption level of tourists, the quality of products and services they expect are often higher than their social status. As for roles, travel consumers may also temporarily forget their "roles" because they participate in highly involved tourism consumption activities.

Cultural factors

Culture is an important factor affecting consumer buying behavior. Every society has its own culture, and the influence of culture on people's behavior depends mainly on the cultural background and cultural level of consumers.

(I) Impact of consumer cultural background

Different consumers live in different cultural backgrounds. This not only forms a difference in human culture, but also an important factor affecting consumer purchasing behavior. In the development of human history, there are obvious differences between China and the West in terms of diet, clothing, art, architecture, and values, ethics, and religious beliefs. People expect to learn about distant and unfamiliar exotic cultures through tourism. Not only that, with the increase of people's awareness of tourism, the cultural background appreciated by consumers will be preserved or even strengthened to a certain extent. This is of course caused by commercial factors, but it also opens up a wide range of understanding for all kinds of travel consumers The "windows" of different cultures and customs allow them to view foreign cultures that are quite different from their growing environment, and then appreciate it, understand it, and accept it.

(B) the impact of consumer cultural level

The education level of tourism consumers is another important cultural factor that influences the purchasing behavior of tourism consumers. First of all, the improvement of cultural level has strengthened the consciousness and initiative of tourists' purchasing behavior. Due to the improvement of consumers' education and the deeper understanding of consumer phenomena, consumers may consciously and actively accept and consume certain tourism products, so as to achieve their desired cultivating sentiment, broaden their horizons, and educate future generations. Purpose; conversely, consumers with less education can only choose to stay at a lower level. Secondly, the cultural level of tourism consumers affects their tourism consumption structure. Generally speaking, the higher the education level of consumers, the more they need for spiritual life, and the more educated tourists may consider the "spiritual pleasure" factors in the composition of tourism products, such as unique style, High-quality services, high-quality tourism products, etc. On the other hand, tourism consumers with lower education may have a strong interest in products that provide material enjoyment. In addition, the same product, due to different sales channels and promotional methods, may have completely different effects among consumers of different educational levels.

Personal factors

The personal factors of the purchase behavior of tourist consumers mainly refer to the demographic factors of tourists, such as age, health status, gender, occupation, and place of residence.

(A) age

Age itself has no practical significance for tourism buying behaviors, but differences in age often mean differences in physical conditions, psychological conditions, income, and tourism buying experience. Therefore, tourists of different ages will show different travel purchase behaviors.

Age is the main basis for the division of human life cycle stages. At each stage of a person's growth, as he develops physically and psychologically, he buys a variety of different products and services. A person's life cycle is often closely related to the family life cycle. After establishing a family, each adult will arrange tourism purchase activities according to their own circumstances and the needs of family members.

Due to the difference in age, different tourists also have great differences in the types and brands of tourism products they choose and their purchasing behavior during the tourism process. Generally speaking, young people like fashionable, stimulating and adventurous, and physically demanding tourism activities. Because the elderly have abundant savings, compared with the young people who have less savings and income, they are more inclined to choose luxury, comfortable, and physically fit travel products.

Age is a traditional symbol of market segmentation. For example: in the US tourism market, the generation born in the 1950s peak childbearing age is now 45-50 years old. They are well-educated and have higher incomes. They are an important force for traveling abroad. Older people over 65 years of age living in the eastern and southern United States have also become a major group of long-distance and cruise travelers due to their abundant savings and leisure time.

(Two) health status

Almost any tourism activity requires a certain amount of physical strength and energy, so the health condition of tourists becomes a direct factor influencing tourism purchasing behavior. It is difficult for people who are seriously ill to carry out leisure tourism activities, and those with poor health can only choose shorter and less time-consuming tours within the range allowed by physical strength. With different health conditions, tourists also have very different requirements for transportation, accommodation facilities and diet. For example, the rise of eco-tourism in recent years can meet people's growing ecological needs. Due to the acceleration of urbanization, air and water pollution are becoming increasingly serious, and the living environment of urban residents is deteriorating day by day with garbage and noise. Therefore, tourists' desire for clean air and the pursuit of a good ecological environment have become increasingly urgent.

In addition, the physical health condition sometimes affects the psychological condition of tourists, which indirectly affects the purchase behavior of tourists. For example, the elderly consumers in China at this stage have not experienced wealth for a long time. Life, they are generally very frugal, and the cheap price is indeed attractive for them to choose goods or services. However, with the improvement of people's living standards and income level, elderly consumers are not blindly pursuing low prices when purchasing goods or services. The main factors they consider are reliable quality and convenient use. For example, after the children grow up and become independent, and the financial burden is reduced, some elderly consumers try to find compensations for consumption desires that have not been realized due to conditions in the past. They have a strong consumer interest in tourism, fitness, entertainment, and nutrition.

Another example is that not everyone in Tibet can go. People in non-plateau areas, especially those living in the plains for a long time, will have varying degrees of chest tightness, shortness of breath, and shortness of breath when they arrive in Tibet, even if they are healthy. As the altitude increases, this reaction will be more intense. At the same time, this hypoxia easily causes headaches, insomnia, dehydration, increased breathing and pulse, increased red blood cells, increased blood pressure, decreased appetite, and fatigue. Therefore, people with heart, lung, brain, liver, kidney, and severe anemia and hypertension should not travel to Tibet. Such areas also include plateau areas in western Yunnan and western Sichuan and some mountain peaks with an average elevation above 2000 meters.

(Three) gender

The influence of gender on tourism purchasing behaviors mostly comes from the gender role behaviors given by traditional culture, the status of different genders in the social structure and the differences in employment and income. In addition, gender differences also have a certain impact on tourism purchasing behavior in a purely physiological sense. Some differences in sensory functions such as vision, hearing, and touch between male and female buyers make tourists' responses to tourism marketing stimuli different. For example, after the Spring Festival, the tourism market has cooled down and entered a relatively low tourist season. But "March 8th Women's Day" has set off a wave of travel agencies competing for the market. In order to show the characteristics of women's festivals, travel agencies have made "eccentric" moves, mainly to tilt women in terms of price. Women who sign up for the same line can get special discounts of tens of yuan. Some savvy travel agencies have set their sights on the "half the sky"-women who support the world-and invariably launch the "women's route", play women's cards, and design women's travel products, such as "March Watery Women", "Shopping Theme Tour "And other tourist product lines targeted at women have become a landscape in spring tourism.

In addition, there are also large differences in physical strength between men and women. Men tend to be more energetic than women and exercise faster, but the physical recovery is slower. Therefore, there are differences in the choice of tourism between the sexes. For example, a travel company found the correlation between thrilling tourism projects and 40-45-year-old male consumers with a unique perspective when the overall travel market was sluggish, and based on this, designed a targeted As a result, the developed tourist routes and projects are popular among male consumers of this age.

(IV) Occupation

A person's occupation largely determines the person's position in the social structure and his income level. At the same time, occupation also determines how much free time a person has. Occupation itself means the nature of the buyer's work and life experience. People with different occupations may be forced to choose different tourism products due to the nature of their work. Employers with high levels of work complexity, frequent interpersonal contacts, and heavy work tasks tend to choose a relaxed vacation. For example: after the 1990s, many white-collar workers in Europe and the United States mostly used "relaxation" and "escape" as their tourism goals, pursuing leisure and comfort, and no longer eager to choose exciting tourism projects.

Occupation determines the level of income, and income level determines a person's purchasing power. The increase in discretionary income is a necessary condition for tourism purchase desire. The amount of income directly restricts the type, brand, purchase method and quantity of tourism products purchased by tourists. Leisure time is another objective factor that limits the desire to buy tourism. The type of occupation largely determines the leisure time of the employed. Some occupations have longer leisure time, such as teachers. At the same time, occupation also determines the matching of leisure time. Some occupations may allow employees to have vacation opportunities in the winter, while some employees may only get vacation opportunities in the summer. Therefore, the occupation affects the timeliness of travel purchases and the number of travel days to a certain extent.

(V) Place of residence

The place of residence is of great significance to tourism marketers. The topographical, climatic, geomorphological, and hydrological characteristics of a geographic area are important parts of the life experience of residents in the area. This kind of life experience will motivate tourists to find destinations with different geographical factors. In addition, the geographical location of the place of residence also means the distance between the destination and the source. The choice of distance as a tourist destination is both a driving factor and a hindrance. Long distance not only brings distant sense and attraction to the tourist destination, but also brings problems in transportation, time and price.

The location of residence affects the scope of tourism purchases. People tend to make travel inquiries and reservations within a short distance. Although modern communication technology has reduced the degree of restrictions on tourism purchases due to the location factors of the location of the residence and the location of the tourist sales place, the tourism marketer should strive to make the distribution location close to the residential location of the market. For example, the best tourist season in most cities is autumn. Beijing has strong wind and sand in spring, and it is bare in winter. It is only suitable for summer and autumn. Shanghai, Hangzhou, and Suzhou are located in Jiangnan. Spring is the rainy season, hot in summer, and wet in winter. ; Chongqing, Wuhan, Nanchang, and Nanjing are known as the "Four Big Stoves", which are extremely hot in summer, and you should avoid traveling to these cities in summer.

Five, psychological factors

(A) motivation

Motivation is the most fundamental driver of buying behavior. Tourism motivation guides people to explore the goal of satisfying the needs of tourism, and to alleviate physical and psychological tension through tourism purchase and consumption. Human needs have both physical and psychological needs, so motivation is also divided into physiological and psychological motivations. Tourism motivation is basically psychological motivation, but the purchase of food and accommodation in tourism activities is based on physiological motivation. Because motivation comes from human needs, people can understand people s travel motivations by understanding human needs. There are many theories about human motivation, the most influential of which is the hierarchy of needs of American psychologist Maslow. Maslow believes that human needs can be divided into different levels. He divided these needs into five levels according to their dominance in the human spiritual development process, in order of physical needs (such as the need for food, water, housing, etc.), and security needs (such as protection, stability). , The need for security, etc.), the need for love (the need for belonging, love, friendship, etc.), the need for respect (the need for self-esteem, status, etc.), the need for self-actualization (the need for self-development and realization). Maslow believes that people will pursue high-level needs only after low-level needs are met.

In response to the needs of tourists at different levels, tourism marketers should formulate different marketing plans. For example, marketers can satisfy people's needs for love by promoting tourism products that can bring happiness, joy, friendship and love to people, and can also meet people's requirements for status and respect by promoting tourism products to represent success and achievement.

In tourism activities, the motivation of tourists to travel may be just one need, but other levels of needs often coexist, and tourists also strive to better meet their multiple needs. For example, many tourists tend to explore unfamiliar and unseen things during the tourism process, and like to go to strange places. This need is the need for exploration, which is caused by the curiosity and the psychological tension caused by the exploration, but it does not exclude the safety requirements of tourists in tourism. Therefore, in the design of products and services, tourism enterprises must take into account the various needs of tourism consumers.

To relieve or eliminate the psychological tension caused by people's physical unity and complexity, it is also an important psychological source of travel needs. Unity requires tourists to seek familiar things, stay in hotels to which they are accustomed, and buy food that meets their dietary habits. Complexity requires a tourist to visit places he has never been to, enjoying flavorful food and exotic flavors. A long time of singularity and complexity will lead to the same result, that is, to produce an excessively monotonous stimulus, which will bring pressure on people's physiology and psychology, which will cause people to feel nervous. In this way, the need for people to find diversity becomes the main reason for their tourism purchases. In the process of tourism, people both demand to evade reality and are unwilling to go to places that are too far away from reality. Travel marketers should pay attention to finding a balance between unity and complexity.

(B) Perception

Perception is the process by which humans screen, process, and interpret external information. Perception is affected by the characteristics of the stimulus, the relationship between the stimulus and the surrounding environment, and the perceiver's own factors. It greatly affects the tourists' purchasing behavior. Tourism marketers should try to understand the tourist's perception process of tourism products and the factors that affect perception in order to effectively influence the perception process.

Perception is affected by the characteristics of the stimulus itself (such as size, color, pattern, texture, shape, sound, etc.). Due to the intangible nature of tourism services, tourists ca nt observe it before buying, just like observing samples of tangible products. Tourism companies should try to make the intangible services as tangible as possible, so that buyers can better understand their services . If it is necessary to change the customer's attitude towards a certain product and service, the travel marketing staff should change their knowledge and emotional components, and at the same time, they should repeatedly contact new people with new information and gradually weaken their original attitude. Strength and stability.

(Three) personality

Personality refers to the synthesis of people's unique psychological characteristics. It enables people to have relatively stable behavior and to coordinate with the environment. A person's personality is generally integrated, has a fixed pattern, and has stability.

Personality has a fixed pattern, so people can classify personality from all sides! For example, it can be divided by traits such as activeness, self-confidence, dependence on the environment, courage, and emotional stability. It can also be divided by types such as introversion and extraversion and traditional orientation, internal orientation, and other orientation. People with different personality types generally have different travel buying behaviors.