What's the point of learning to change people's behavior of buying travel?

The purchase behavior of tourists refers to the actual behavior of tourists to exchange money for tourism products and services in order to meet their tourism needs and driven by tourism motives. In social life, any individual must constantly consume all kinds of material means of subsistence to meet physical and psychological needs, so buying behavior is the most common behavior in human society.

The process of tourists' buying behavior is very complicated. Although tourists have some similar needs and motivations in tourism activities, especially physiological needs and motivations, different tourists will have different buying behaviors due to the influence of social environment and differences in human factors.

Tourists' buying behavior is influenced by tourists' personality, social factors and environmental factors, showing different buying behaviors. Therefore, the purchase behavior of tourists can be classified according to different standards, and the common classifications are as follows: [2]?

(A) according to the tourism purchase decision-making unit classification

1. Purchasing behavior of individual travel consumers. Mainly to meet the personal consumption needs of tourists, buy and use tourism products or accept tourism services. The purchasing behavior of tourism consumers is divided into two categories: individual and group tourists because of the difference in the number of members and groups.

2. The organization's travel purchase behavior. The purchase behavior is mainly for its members' own consumption or profit. Generally speaking, purchasing agencies include companies, government agencies, various associations, conference institutions, etc. In addition, there are tourism intermediaries, that is, organizations that engage in resale or agency sales activities for profit. Accordingly, the tourism purchase behavior of institutions can also be subdivided into two categories: self-consumption and agency resale.

(2) According to the degree of tourists' participation in the purchase.

According to this standard, tourism purchase behavior can be divided into daily round-trip travel purchase behavior, short-distance travel purchase behavior and long-distance travel purchase behavior from low participation to high participation. When tourists make the same-day round-trip travel purchase, the decision-making process is simple and the information level is relatively low; However, when buying long-distance travel, tourists will put more energy into collecting information because of the long time, high value and much more complicated decision-making process.

(3) According to the purchasing power of tourism buyers.

The purchasing power of tourists directly affects the market capacity and the quantity and quality of products provided by tourism enterprises. Based on the purchasing power of tourists, tourism purchase behavior can be divided into: economic purchase, standard purchase and luxury purchase.

(4) According to the source of tourists' purchase expenses.

1. Self-funded tourism means that all the travel expenses are borne by the tourists themselves or their families.

2. Public travel means that all or most of the travel expenses are borne by relevant departments, governments, enterprises, institutions or social organizations, and official travel, business travel and conference travel all belong to this category.

3. Socially sponsored tourism means that the relevant social parties help poor families with low incomes to participate in tourism activities through various forms of funding or subsidies, which is more common in Western Europe.

(5) according to the purchase time.

1. The actual purchase behavior refers to the clear purchase demand, which is a purchase behavior that tourism marketers must meet.

2. Potential purchase behavior must be triggered by marketers, cultivate the market and stimulate consumption, so that potential purchase behavior can become a real purchase behavior.

(six) according to the degree of certainty and behavior of tourists.

1. Completely definite type. This type, also known as conventional reaction behavior type, means that tourists have clear purchase goals and specific requirements before buying, such as the type, quantity and price of tourism products, and they buy according to the established goals and requirements. In this case, most tourism products are moderately priced, frequently purchased and rarely interfered by marketing means.

2. Semi-deterministic type. This type, also known as the limited problem-solving behavior type, refers to the purchase behavior that tourists have a general purchase intention for tourism products, but the specific goals and requirements need to be compared and selected with similar tourism products before making a purchase decision. In this case, tourists generally need to collect all kinds of information to reduce the purchase risk of unfamiliar tourism products. Therefore, tourism marketers should design a communication scheme to enhance consumers' understanding and confidence in tourism products and strengthen their purchasing determination.

3. not sure. This type, also known as extensive problem behavior type, refers to tourists' random and uncertain purchase behavior without clear and definite purchase goals. Ordinary tourists will have greater randomness when choosing unfamiliar and expensive tourism products. Therefore, tourism marketers need to study the psychological characteristics of potential tourists, actively and enthusiastically provide them with publicity services, and strive to arouse their interest in a certain tourism product.

(seven) according to the purpose of tourists to buy classification.

1. sightseeing type. This type refers to the purchase behavior of tourists for sightseeing.

2. entertainment. This type refers to the purchase behavior caused by tourists leaving the usual tourist places for entertainment and relaxation.

3. Seek knowledge. This type refers to the purchase behavior of tourists who leave their permanent residence to participate in cultural tourism activities for the purpose of acquiring spiritual culture.

4. Business type. This type refers to the purchase behavior caused by tourists going on business trips and participating in tourism activities in a certain period of time with the main purpose of completing official duties.

5. Health care type. This type refers to the purchase behavior of tourists who leave their permanent residence to participate in tourism activities in order to improve their health and enjoy their holidays easily at the same time. In addition, there are tourism purchases for the purpose of contacting family, friendship and religious pilgrimage.

(eight) according to the personality characteristics of tourists.

1. habitual type. This type refers to a repeated purchase behavior taken by tourists with their past purchase experience and consumption habits. This kind of purchase behavior is the type of conventional reaction behavior mentioned above. This kind of tourists' choice of tourism products is based on familiarity and trust, and is generally not influenced by fashion.

2. rational type. This type refers to the purchase behavior that tourists make the final purchase decision after collecting the information of tourism products, understanding the market situation and carefully weighing the advantages and disadvantages. This kind of tourists are generally well-planned, stable and independent, familiar with market conditions, willing to collect information, experienced, and have their own opinions on the crystal quality, characteristics, uses and prices of tourism products, which are subjective and not easily influenced by external factors.

3. Economical and practical. This type refers to the purchase behavior of tourists who are very sensitive to the price of tourism products, also known as price type. There are two kinds of tourists: one thinks that high price means high quality, which can reflect one's economic strength or higher status. The other tends to choose tourism products with lower prices. They are often good at finding the price difference of tourism products that others are not aware of, and spend more energy to understand their prices and related information, hoping to buy cheap and good quality tourism products.

4. Impulse. This type refers to the purchase behavior of tourists who are stimulated by the on-site environment, mainly intuitive feelings, and make temporary decisions without prior consideration. This kind of tourists are particularly universal, easily influenced by advertisements and the appearance of tourism products, and like to pursue new products from their personal interests.

5. random type. This type refers to the purchase behavior of tourists who have no fixed preference when purchasing tourism products, and generally buy or try by the way, also known as amorphous. This kind of tourists either lack purchasing experience or independent opinions, their psychological scale is not stable, they are neither demanding nor picky, and their purchasing behavior is more casual. In addition, tourism purchase behavior can also be divided according to purchase motivation, purchase psychology, purchase season, purchase method, purchase object and other factors. For marketers, the purpose of classifying tourism purchase behavior is to analyze the tourism market and determine different consumers, so as to formulate corresponding marketing strategies and design marketable tourism products.

In tourism activities, tourists' travel motivation may only be out of a need, but other levels of needs often exist at the same time, and tourists also strive to better meet their multiple needs. For example, in the course of traveling, many tourists tend to explore unfamiliar and invisible things and like to go to strange places. This kind of need is the need of exploration, and it is the psychological tension caused by curiosity and exploration psychology, but it does not exclude tourists' requirements for safety in tourism. Therefore, when designing products and services, tourism enterprises must take into account the various needs of tourism consumers.

In order to alleviate or eliminate the psychological tension caused by people's physical simplicity and complexity, it is also an important psychological source of tourism demand. Simplicity requires tourists to seek familiar things, stay in hotels they are used to, and buy food that suits their eating habits. Complexity requires a tourist to go to places he has never been before and enjoy local food and exotic customs. Long-term singleness and complexity will lead to a result, that is, excessive monotonous stimulation will bring stress to people's physiology and psychology, thus making people feel nervous. In this way, people's need to find diversity has become the main reason for their travel purchases.