How to stimulate women's tourism consumption

1. Psychological characteristics of female consumers buying tourism products

Consumer behavior is the starting point and basis for enterprises to formulate marketing strategies. Facing the special consumption form of tourism consumption, women's consumption psychology and behavior are more complicated and subtle.

1. 1 is keen on independent, fashionable and personalized products.

In the female tourism market, young and middle-aged women aged 20-50 are more active. They are full of fantasy, love romance, and like to pursue "new", "strange" and "special" personalized things. According to the survey, among the many modes of tourism, women do not like the way of sightseeing, but prefer more independent tourism projects such as self-help tour. Although it must be hard for men to make a lot of preparations for self-help tours, such as booking air tickets and hotels and making travel plans, it is a pleasure for female tourists to deal with these things as part of their own travel. In addition, due to the herd mentality of women, their consumption habits are characterized by the need to know and buy the latest goods in time, which puts higher demands on the fashion of tourism products.

The following analysis from different aspects:

1. 1. 1 the psychology of pursuing individuality

Female consumers often choose and buy goods and services based on personal psychological wishes, which is also strongly reflected in tourism consumption. Modern women are more imaginative, eager to change, fond of innovation and curious, which puts forward higher requirements for personalized tourism consumption. What they choose is no longer simple travel, but more distinctive, which fully reflects their own value, which has become an important standard for their tourism consumption.

1. 1.2 the psychology of pursuing independence

Tourism consumption itself reflects women's pursuit of independence, and women are more inclined to be independent in the process of tourism consumption. According to the survey, among many modes of travel, women prefer self-help travel rather than cursory travel. Although it is difficult for men to do a lot of preparatory work, book their own air tickets and hotels, and make travel plans, it is a part of tourism in the eyes of women, and the harder the process, the more worthwhile it is.

1. 1.3 the psychology of pursuing fashion

Consumer psychology is driven by fashion trends, especially for women. Women's conformity psychology is strong, and they are synchronous or ahead of the society in the speed of consumer psychology conversion. The characteristic of consumer behavior is the need to know and buy the latest goods in time. Tourism enterprises should innovate constantly according to the characteristics of women and design and develop tourism products with fresh themes. For example, after the theme tour of "March Water Sample Woman" was launched in Ctrip.com, the response was unexpectedly strong, and some boutique lines were full within two days.

1.2 is price-sensitive and pays attention to the benefits and details of products.

Picky, meticulous, patient, careful in spending money, and "shopping around" are typical characteristics of female consumption. When traveling, although the number of shopping by women is far more than that of men, the consumption amount is always lower than that of men. Traditional women in China are thrifty and introverted, so female tourists have to pay attention to family and social expenses in their life and work. Therefore, they are often cautious when purchasing tourism projects and have a strong interest in low-priced products. In the process of purchasing tourism products, we should "shop around" and after repeated comparisons, decide to buy products that are both economical and affordable. According to this series of consumer behavior characteristics of female tourists, only by adopting flexible price strategy and launching affordable tourism projects that are attractive to women can tourism enterprises stimulate female tourists' purchasing enthusiasm.

1.3 obsessed with shopping.

Women are born shopaholics. Shopping is very attractive to women of all ages, especially to professional women with higher incomes. Women like shopping for three reasons:

1.3. 1 Women love beauty

They are keen to buy all kinds of clothes, jewelry, cosmetics, perfume and so on. It is their main purpose to dress themselves up and make themselves young and beautiful.

1.3.2 Diversity of female roles

They combine the roles of daughter, wife, mother and housewife. They buy not only women's products, but also men's products, children's products and household products. It can be seen that women's shopping has the characteristics of unity and universality.

1.3.3 Women love to show off

Tourist souvenirs purchased during the trip usually become evidence for them to show off their travel experiences to relevant groups to satisfy their respect. Although the women's shopping market is very broad, it needs further development. At present, more and more travel agencies are beginning to pay attention to the potential market space for women's shopping. For the products of female tourists, the combination of sightseeing, shopping and shopping is often the best combination, which can attract the attention of female tourists. Many travel agencies have launched "shopping theme tours", such as a number of Hong Kong tourist routes, highlighting the shopping links that women are most interested in.

1.4 purchase decisions are easily influenced by emotions.

Women like to get together, love vanity, and like to compare with others. They are very concerned about the lifestyle of their colleagues and friends around them and have a strong herd mentality, so their purchase decisions are easily influenced by relevant groups. When they choose a tourist destination, they are always habitually connected.

The Group has visited or introduced scenic spots as its own tourist destinations. On the one hand, they believe that personal experiences or introductions of relevant groups are trustworthy, and buying such products can reduce their own purchase risks; On the other hand, they want to buy similar products and get a psychological and status balance.

2. Female tourism marketing strategy

2. 1 Develop tourism products that meet women's consumption psychology.

In marketing, 4PS marketing mix, namely product strategy, pricing strategy, promotion strategy and sales channel strategy, is the core link of marketing, among which product strategy is the most important. Tourism is a very important part of women's consumption. A survey shows that among women's numerous consumption, the proportion of choosing tourism is the highest, accounting for 28.23%; Followed by medical care, accounting for 27.54%; Literature education ranks third, accounting for 20.83%; Beauty is the fourth, accounting for 12.438+0%. Therefore, the key to attract more women to travel is to develop fashionable and personalized tourism products that can meet women's needs and have unique charm. Tourism enterprises can set up special tourist routes, such as "health tour", "beauty tour", "shopping tour" and "study tour", or add some tourist items to the original tourist routes, so that female tourists can meet their own travel needs while meeting their other needs.

In addition, women of different ages have different needs for tourism, and tourism enterprises should develop products that can meet their needs for women of different ages. For example, women under the age of 25, who are romantic and energetic, like to make friends, can launch special tourist routes for women who are romantic and like to make friends; Women aged 25 ~ 40 are young, with heavy family burden and small children, so they can't travel long distances. They can design a one-day tour in the city and a two-day tour around for them to choose from. Women aged 40-50 are basically in the empty nest stage, and they have time, money and mood to travel. We can design female beauty fitness tourism products such as seaside holiday tour, hot spring tour, forest aerobic tour, happy shopping tour and yoga for them. Older people over 50 can launch health products that meet their wishes and nostalgia, such as eco-tourism, red tourism, various temple fairs and pilgrimages.

2.2 According to the different psychological characteristics of women, launch tourism products with different prices.

Price is a very important factor that affects the purchase decision of female consumers. The average woman is very sensitive to price, and "good quality and low price" is her basic requirement when shopping. Tourism enterprises should grasp women's price sensitivity and formulate flexible price strategies.

First, attract traditional women with low-priced tourism products. Influenced by China's traditional culture, most women are economical consumers. They are thrifty, family-oriented and calculating. They never want to waste a penny when shopping, and they are very sensitive to price. Economical products are most suitable for such women. For mature tourism products, especially traditional tourism products, enterprises can adopt low-price strategy to expand product sales.

Secondly, cater to vanity women with high-priced products. Many women have a strong comparison mentality. They think that their identity, status and cultural accomplishment can be shown by the price of the products they buy. Because it has been

Form a brand and prestigious tourism products, especially new unique tourism products or projects in areas that women are interested in, such as shopping, beauty, exploration, rafting, etc. Tourism enterprises can set high prices for imaginative women who want to change and try new products.

2.3 Reasonable selection of promotion means

2.3. 1. Advertising Promotion

Advertising is one of the most important means of communication and promotion for tourism enterprises. Tourism enterprises design and make advertisements according to the behavioral characteristics of female tourists, and choose advertising methods suitable for female psychological characteristics in terms of color, language, picture and carrier. Advertisements can be informative or persuasive. The former provides female tourists with the tourism information they need, while the latter provides them with opportunities to participate in tourism activities.

Online promotion

With the popularity of the Internet and the increase in the number of people surfing the Internet, it is very important to establish a female tourism website to provide information services for female tourists. For tourism enterprises, aiming at the female tourism market, a female tourism website is established to provide tourists with tourism information and tourism consulting services, and an editorial group is also set up on the website to allow female tourists to share their travel experiences with other women. The establishment of female tourism websites and forums can enable female tourists to obtain more tourism information, and at the same time, it can also publicize tourism information in a wider range.

2.3.3 Direct promotion

The characteristics of simultaneous production and consumption of tourism products determine the opportunity to promote tourism products. On the contrary, direct promotion can stimulate tourists' emotions, thus affecting tourists' travel attitude and stimulating their purchase and repurchase. A lot of psychological analysis shows that women have more feelings than men, and in the process of traveling, they get much higher feelings than men Therefore, tourism enterprises must do a good job in emotional promotion in the process of tourism, and let female tourists feel concerned and quality service through the kind, thoughtful and enthusiastic service of service personnel.

The promotion of women's tourism products mainly includes: first, the use of television, radio, magazines and other advertising media to convey the relevant information of tourism products to consumers in advance, affecting their purchase decisions. Secondly, carry out emotional promotion. Women are more emotional than men. Once they have feelings for a product, they will become long-term loyal customers of the product. Therefore, we should give women humanistic care with high-quality service, patient and thoughtful explanation, humanized and feminine service facilities and arouse their enthusiasm. Finally, attract the attention of female customers through business promotion. Women are mostly economic consumers, and the price demand is more elastic. According to the survey, 56% of women will buy goods they don't need or don't plan to buy because of the stimulation of discount or price reduction. Therefore, enterprises can flexibly use discount promotion methods such as quantity discount or seasonal discount to stimulate the purchase behavior of female tourists.

2.4 Provide intimate service that women are satisfied with.

Female tourists pay more attention to the quality of tourism products than food, shelter, transportation and shopping. They pay more attention to comfort and whether they can get meticulous care. Therefore, it is very important for female tourists to create a kind, friendly and mutually supportive tourism atmosphere during their travel. At the same time, female tourists go out

When traveling, the most important thing to consider is safety. Tour guides should strive to give female customers a sense of security and stability during the service. Try to arrange mature, stable and experienced male tour guides to take female tour groups, so that they can feel safe psychologically. Female tourists check into the hotel. If the hotel already has a female floor or a non-smoking floor, try to arrange it on such a floor. If there is no female floor, we must try to arrange the group members on the same floor, so that we can visit each other and take care of each other. Although the female tourism market has broad prospects, its development is still in the primary stage. At present, there are not many female tourism products tailored to women's physiological and psychological characteristics. Tourism enterprises should attach importance to this market segment and give full play to its potential. Originally, through the research of this topic, I hope it can play a certain role in promoting the development of the female tourism market.