A Study on Tourism Purchase Motivation

First, the comprehensiveness of tourists' buying behavior Compared with consumers' buying behavior in daily life, the buying behavior in the process of tourism has comprehensive characteristics. The purchase behavior of tourism is not the purchase of a single material product and service, but the comprehensive purchase of various forms of products and services such as food, shelter, transportation, travel, entertainment, communication and purchase. Among them, other services such as food, accommodation, transportation, communication and medical care provide the basic living conditions that tourists must have in tourism activities, which belongs to the purchase of basic daily necessities; Shopping activities, such as sightseeing and entertainment, are essential tourism products and the purpose of tourists' purchase. The purchase of basic life products and essential tourism products are interrelated and interdependent. Only one aspect of the purchase or any link of the purchase has problems, which will affect the effect of the whole tourist's purchase behavior. Of course, for different kinds and forms of tourism activities, tourists' purchase of basic living products and essential tourism products is different, but compared with other consumers' purchase behavior, tourists' purchase behavior still has obvious comprehensive characteristics. For example, when tourists stay in a hotel, they will not only stay in the hotel, but also eat in the hotel. After dinner, they will also participate in certain entertainment activities, such as fitness and singing with friends. Second, the diversity of tourists' buying behavior With the diversification and complexity of people's living needs, the purpose of tourists' tourism activities is very different, and the motives of tourists' buying behavior are also different. Therefore, people also choose different forms of tourism activities and make different forms of purchase behavior. According to the different purchase purposes, the motivations of tourists' purchase behavior can be mainly divided into four types: the first type is physiological motivation-induced, including physical rest, participation in sports, entertainment activities, treatment and various considerations for health. The motivation of this kind of tourists' buying behavior is for physical exercise and treatment. The second type is cultural motivation-induced, which means that people want to acquire knowledge about other regions and countries, including understanding and appreciating foreign culture, art, customs, music, religion and painting. The third type is interpersonal motivation-induced, including making new friends in different places and visiting relatives and friends. The fourth is the status and prestige motivation, including the hope of recognition, attention and appreciation.