What are the characteristics of the female tourism market?

Characteristics of women's market: casual consumption, like excitement and adventure: frequent group travel, like shopping, price-sensitive, pay attention to safety.

Characteristics of female tourism market

(A) different levels of consumption, the overall improvement.

The development of the eastern and western parts of China is unbalanced, and the per capita disposable income of urban and rural residents is huge, which is a long-standing situation. This phenomenon also leads to different levels of consumption that women in different regions can spend on tourism. At present, China is divided into four regions: east, middle, west and northeast, and the economic development from east to west shows a step-by-step decline. According to the per capita GDP of 2010, the per capita GDP of China is 4388 USD, that of Shanghai in the east is 10828 USD, and that of Guizhou in the west is only 1953 USD. Different income levels make women in different regions have great differences in tourism destinations and ways. Shanghai women may choose Europe, Australia and other regions with higher consumption levels. Women in the western region may only choose places with low domestic consumption level to travel. The hierarchy of residents' income is the premise and condition for the existence of hierarchy of women's tourism consumption.

Although the consumption level of women in China has stepped up at present, on the whole, the consumption level has improved to a certain extent. According to the survey data in "China Urban Female Consumption Survey Report 20 10-201",20 10 women's personal consumption index in tourism has been continuously improved, ranking third in 2009 and second in 2010. Tourism has become the biggest consumption part of urban women in China besides clothing. 20 10-20 1 1, 70% of the women in the cities surveyed will travel abroad, with an average expenditure of 5,000-6,000 yuan.

(b) Increased frequency of travel

Leisure time is a positive factor related to travel behavior. With the improvement of social productivity and openness, women begin to enter the workplace and spend most of their time at work. However, with the improvement of social productivity, women's leisure time has increased, so that women can have time to travel while earning income. According to the survey data, the frequency of female travel in China has been greatly improved. The specific reasons include: First, the current working hours are more humanized, the working day is five days and eight hours, and there are holidays, and employees can take paid vacations. With the increase of leisure time, the frequency response of travel increases. The study found that for every four hours of work time reduction, people spend three hours on shopping, traveling and other outdoor activities. The increase of leisure time makes the frequency of female tourism consumption increase; Second, the family structure in urban and rural areas of China tends to be miniaturized. According to the statistics of China Bureau of Statistics, the population size of urban and rural families in China dropped from14.8 1 in 1973 to 2.9 1 in 2008, and there is a continuous downward trend. Miniaturized family structure gradually reduces the occupation of women's leisure time and increases the frequency of women's travel; Thirdly, with the improvement of science and technology, more and more electrical appliances enter the family, freeing women from heavy housework, reducing the labor intensity of women's families and giving women more leisure time. The emergence of domestic service has further replaced the female leisure time occupied by domestic labor, and the female leisure time has further increased.

(3) The safety requirements are high, and the travel motives are gradually consistent.

Different physiological characteristics make women pay more attention to safety than men. Tourism safety affects women's tourism behavior from the following aspects: First, it will affect whether women carry out a tourism activity. The higher the probability of women's travel safety factor, the lower the probability of choosing travel behaviors with low safety factor, such as camping, hiking and cycling. Second, it will affect women's choice of obtaining tourism information. Most of the information about women's travel comes from familiar people. Encouraged and tempted by the advice or experience of family, friends and colleagues, women will be more likely to buy tourism products. Women generally get tourism information through social interaction, and pay more attention to accommodation, catering, routes and safety issues in tourism. Third, security issues will affect the way women travel. In order to ensure the safety of travel, women will choose to travel together. If there is no companion, women will choose to travel with social groups such as tour groups. Therefore, women will not travel alone to a large extent.

There are various motives for traveling, but women in China tend to enjoy themselves and relax. With the improvement of social status and the acceleration of social activities, women will have greater pressure in their work and life, especially professional women, which will urge women to relax and relieve their pressure through tourism.