期望理论视角下旅游者出游决策分析.pdfVIP

Abstract Tourism industry as a component element of national economy has been playing an important role contributing to the economic growth.Since the Reform and Opening-up,the tourism industry has gained unprecedented development which powerfully promoted Chinas socialist modernization as industry margin and industry radius expanded constantly.The State Council issued the advice to speed up the development of tourism industry at the end of 2009 which clearly stated to cultivate tourism industry into the strategic pillar industry of national economy and people’s more satisfactory modern-service-industry. Tourism is a market-oriented industry and this market-oriented features become more and more prominent in the 21st century.Tourism has converted from an incomplete buyers’-market to a complete buyers’-market.This shift implies both challenges and opportunities for the tourism authorities,tourism suppliers and tourism destinations.To turn challenges into opportunities we need to have a bran-new understanding of tourists’ traveling laws.Among those tourists’ traveling laws, the tourists’ decision-making rule without a doubt is the farthest one away from the tourist destination and the least controllable and most vulnerable one, at the same time the one which makes the greatest contribution to the tourism industry.So how to guide tourists to make the right decisions becomes an important issue to be solved of the tourism industry of 21st century. This article is the first try to analyze the tourists’ decision-making process from the perspective of Expectancy Theory. Through comparing the tourists’ decision-making proc