Author(s)

YuHong Dai ¹

Affiliation(s)

¹ Sichuan Tourism University, Chengdu, 610100, China

Corresponding Author

YuHong Dai

ABSTRACT

The development of mountain resort tourism is an important aspect of the supply side reform of China's tourism industry. Through questionnaire survey and analysis, it is found that the motivation of mountain resort tourists in Nankun mountain includes official business or business, personal development, showing off in public, promoting health and enhancing communication. Through further analysis, it is found that different mountain vacation motivation factors have different degrees of correlation with tourists' decision-making behavior; however, there is no significant correlation between official business motivation, personal development motivation, health promotion motivation and promotion of communication motivation with their purchase and consumption behavior; showing off in public motivation is related to tourists' consumption behavior and effect evaluation; promoting healthy activity There is also a correlation between the effect evaluation of tourists and the opportunity. Therefore, in the development and marketing of Nankunshan resort products, different marketing can be adopted for tourists with different motivation types.

KEYWORDS

Mountain vacation tourism, Tourism motivation, Tourism consumption behavior

CITE THIS PAPER

YuHong Dai. A Study on the Correlation between Motivation and Consumption Behavior of Mountain Resort Tourists. Adult and Higher Education (2021) 3: 35-39 DOI: http://dx.doi.org/10.23977/aduhe.2021.030209

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