What are the characteristics of tourists' buying behavior?

Purchasing behavior is generally divided into purchasing intangible services and tangible products.

Basic services are integrated, such as tickets and tickets.

High-end tangible products and personalized services

Buying low-end products has herd mentality.

Purchase is related to personal income and education level.

The level of tourism products, services and sales affects the purchase behavior. 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. First, the comprehensiveness of tourists' buying behavior [1]

Compared with consumers' purchasing behavior in daily life, the purchasing 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 diet, accommodation, transportation, sightseeing, entertainment, communication and shopping. 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; Sightseeing, entertainment and other purchases are the purchase of 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' travel activities is very different, and the motivation of tourists' buying behavior is 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.

It can be seen that although every tourist's buying behavior includes eating, living, traveling, traveling and buying, because of the different motives of buyers, the forms they choose to travel and buy are also very different. Different forms of tourism activities are bound to have different levels, scope and structure of purchase, and the material products and services purchased by each tourism activity are also very different. In addition, different tourists may have the same travel motivation, but due to other subjective factors and objective conditions, tourists' buying behavior is not the same. For example, for middle-aged and elderly tourists, the motivation of buying behavior is generally due to health considerations, such as soaking in hot springs and doing massage; Teachers, writers, artists, etc. , generally based on the understanding and appreciation of local culture, art and customs; For businessmen and white-collar workers, it is generally to talk about business and make friends in various businesses or to escape from busy daily work. For government officials and civil servants, it is mainly to be recognized, noticed, appreciated and have a good reputation.

Thirdly, the identity between tourists' buying behavior and the production and exchange of tourism products.

Tourists' purchase behavior is mainly manifested in tourists' purchase of tourism services, and tourist attractions are immovable, which determines the identity of tourists' purchase behavior and production exchange of tourism products.

On the one hand, because tourism purchase can only be carried out at the destination, but not transferred to the tourists' permanent residence, the exchange of tourism products is carried out at the tourist destination; On the other hand, in the production process of material products, there are four links: production, distribution, exchange and consumption. Tourism products are more expressed in the form of services, which are provided to tourists face to face by service personnel, rather than being produced in advance and sold after tourists arrive. Therefore, the production of tourism products and the purchase behavior of tourists are consistent in time.

Because tourists' buying behavior is consistent with the production and exchange of tourism products, tourists will have different buying experiences every time they travel to the same project. Different tourists have different purchasing experiences of the same tourism project at the same time, that is, each tourist's purchasing satisfaction is different, and the purchasing effect of tourism is highly subjective. On the other hand, because the providers and buyers of tourism services are in direct contact and interact with each other, it is relatively easy for tourists to respond to tourism services; So that suppliers can find problems in tourism products in time and shorten the information feedback cycle of tourism market. For example, tourists are dissatisfied with the shuttle bus, the hotel they stay in, the food they provide, and the service attitude of the tour guide. It can be fed back to the provider in time, so that the provider can respond to the tourists' opinions in time.

Fourthly, tourists' buying behavior is unrepeatable.

Because tourism products are comprehensive products, the tourist attractions, tourist facilities and services provided by tourism professionals cannot be transferred to the tourists' permanent residence for consumption, and because tourists only buy the right to use tourism products, but do not obtain the ownership of the products such as tourist attractions, tourist facilities and facilities, once the tourism activities are over, the tourists' right to use tourism products will cease to exist. It is impossible for tourists to buy tangible consumer crystals and take them back to their usual places for repeated enjoyment.

Secondly, the identity of tourism product production and tourists' purchase behavior in time also determines that tourists' consumption of tourism products cannot be copied, because tourism products are more manifested in the fact that tourism professionals provide tourism services to tourists with material products such as tourism facilities, equipment and tourist attractions, and the service process is manifested in the face-to-face contact between tourists and service personnel. Only when tourists buy these services can the production process of tourism services begin and tourists begin to occupy the use value of services. Once the production process is over, the use value of the service disappears, and the purchase process is over, so it is impossible to repeat consumption.

Fifth, the luxury of tourists' buying behavior.

Tourists' purchase behavior is mainly to meet the needs of people's development and enjoyment, so tourists' purchase behavior is bound to show high-end consumption. In the process of traveling, tourists' requirements for material products and services are bound to be far higher than the basic necessities of life. The characteristics of tourists' high-grade purchase behavior are not only the high level of demand for material products, but also the stricter level of demand for service products. For example, it is unimaginable for ordinary tourists to stay in hotels with more than three stars every day in their own cities. However, when tourists travel in different places, they often stay in high-star hotels for safety, hygiene, comfort and even ostentation.