Influencing factors of tourists' cultural experience Culture affects the perception of tourism consumers.

1. Culture affects the perception of tourism consumers.

Individual and psychological factors that affect consumers' behavior are: need and motivation, perception, learning and memory, attitude, personality, self-concept and lifestyle. These factors not only affect and determine the decision-making behavior of consumers, but also amplify or inhibit the influence of external environment and marketing stimulus to some extent.

In addition to the factors that affect consumers and their purchasing patterns, managers and marketers of enterprises must also understand consumers' purchasing decisions in order to take corresponding measures to achieve the marketing objectives of enterprises.

Consumer's purchase motivation

1. Realistic motivation

Refers to the consumer's purchase motivation with the pursuit of the use value of goods or services as the leading tendency. Under the domination of this motive, consumers pay special attention to the quality and efficacy of goods when buying, and demand a penny for a penny. Relatively speaking, symbolic meaning shows individuality, and does not particularly emphasize the shape and style of goods.

Looking for new motivation

It refers to the consumer's purchase motivation of goods and services with the pursuit of fashion, novelty and strangeness as the leading tendency. Under the domination of this motivation, consumers pay special attention to the style, uniqueness and novelty of goods when choosing products. Relatively speaking, the durability and price of products become secondary considerations.

3. Motivation to pursue beauty

Refers to the consumer's purchase motivation with the pursuit of commodity appreciation value and artistic value as the main tendency. Under the domination of this motive, consumers pay special attention to the factors such as color, shape, appearance and packaging, and pay attention to the beauty of modeling, decoration and art.

2. What influence does culture have on the perception of tourism consumers?

Product research aims to understand the characteristics of the product itself, including the core part, tangible part and additional parts designed to meet the needs of which groups.

The focus of product research is consumers' cognition and attitude towards related products or services. For example, the raw materials of chocolate bars produced by a candy company are high-grade and pure, and the content of product research is whether consumers know this and how much influence it has on consumers. Knowledge of this product has an impact on brand selection. Therefore, product research is also a special kind of consumer research.

3. The influence of cultural differences on the behavior of tourism consumers

An important attribute of culture is its nationality, nationality or group. All nationalities in the world have created different national cultures under their own special natural environment and social and historical conditions. In this way, the behavior of consumers will vary from culture to culture.

First, the influence of oriental culture on consumer behavior, taking China culture as an example.

(1) China's influence on traditional culture With regard to consumption behavior and the relationship between man and nature, China people believe in fate and there is a so-called harmony between man and nature. Therefore, most people in China blame the number of days for all unpleasant or unfortunate things. China people seldom complain when they encounter product failures or poor service quality, but China people attach great importance to fate when salespeople choose to spend.

2), the relationship between people and others, China's group orientation, authority, face, human feelings. Pay attention to the opinions of family members, relatives and friends, and get used to suppressing your feelings in order to get a harmonious relationship. Therefore, the group has a direct and important influence on the purchase of products.

3) In the relationship between people and themselves, China people tend to form a self-shrinking character. As a result of collectivism, consumers in China who talk nonsense to everyone often change their predetermined purchase behavior.

4) The relationship between people and practice, China people cherish the past, so it is easy to have high brand loyalty.

4. The influence of culture on tourism consumption

Tourism cultural attribute

Logically speaking, since tourism itself is cultural, tourism resources as tourism objects and tourism products as tourism consumption objects must also have cultural attributes. However, this logical conclusion does not seem convincing. Therefore, we also try to further analyze its culture and performance from the characteristics of tourism resources and tourism products.

As we know, the most commonly used classification in tourism science is to divide tourism resources into humanistic tourism resources and natural tourism resources according to their causes and attributes. However, whether human resources or natural resources can become tourism resources and people, the most fundamental reason is that American tourism can enable tourists to enjoy knowledge and beauty, so as to enjoy and have fun in spirit, which is a concrete manifestation of the cultural attributes of tourism resources. For example, mountains and rivers give people a magnificent feeling, rivers, lakes and seas give people a unrestrained feeling, forests and grasslands give people a rich and quiet feeling, botanical gardens, zoos and science and technology museums reveal the mysteries of nature, museums and cultural relics provide people with educational or scientific research materials, and so on. It can be said that nothing without cultural connotation can become a tourist resource, and no resource in human society has such remarkable cultural attributes as tourist resources.

Of course, different tourists may have different feelings about the connotation of tourism culture, which depends on two reasons: first, the cultural depth and richness of each specific tourism resource are different; Second, every specific tourist will have different understanding of cultural connotation because of his education level, life experience, cultural quality and occupation. Because of this, the cultural expression, cultural influence and cultural relationship of tourism activities have different characteristics:

1. The influence of the host culture on the tourist source culture will show different degrees with different tourists, and even there will be significant differences in positive and negative effects;

2. Even tourists with the same cultural background will have different cultural influences on the host society due to their own differences, including differences in positive and negative influences;

3. The communication and integration between the host culture and the source culture is subject to the degree of difference and value orientation of the two cultures. The exchange and integration of host culture and different tourism cultures will form a unique tourism culture;

4. The main contents of host culture include resource culture (especially humanistic tourism resources), regional traditional culture and modern spiritual civilization. * * * has a comprehensive cultural impact on foreign tourists.

5. The influence of culture on the behavior of tourism consumers

202 1 cancel the national unified tourism before the end of the year.

According to the requirements of the Ministry of Culture and Tourism, local cultural and tourism administrative departments should strengthen contact with the hotline 12345, and promptly accept reports, complaints, consultations, help, opinions and suggestions from the people in the cultural and tourism fields.

On the hotline 12345, the complaints about tourism disputes that do not involve violations of laws and regulations shall be promptly handed over to the local tourism complaint acceptance agencies for handling, and the handling situation shall be tracked and the complainant shall be promptly replied or informed. In areas where complaint handling institutions are unclear, the local cultural and tourism administrative departments should, before the end of 20021,request the local government to designate or establish a unified complaint handling institution in accordance with the requirements of Articles 91 and 92 of the Tourism Law of the People's Republic of China, so as to further clarify the local tourism dispute mediation organizations.

If the market comprehensive law enforcement agency is designated as the local tourism complaint acceptance agency, it shall perform its duties in strict accordance with the law, distinguish the nature of complaints, and handle tourism reports and tourism dispute complaints in a classified manner. In accordance with the provisions of Chapter VIII of the Tourism Law of the People's Republic of China, strengthen cooperation with consumer associations, relevant mediation organizations, arbitration institutions and people's courts. And according to laws and regulations to carry out tourism dispute complaint handling.

The Ministry of Culture and Tourism emphasizes that local cultural and tourism administrative departments should designate special internal or directly affiliated institutions to be responsible for accepting all kinds of requests for consultation, help, opinions and suggestions in the cultural and tourism fields transmitted by the hotline 12345, and receiving, handling and replying in time to ensure that the demands of the masses are settled and the problems are solved.

6. How does culture affect the behavior of tourism consumers?

; Taking the country as the tide is a new consumption trend, and the new national tide is a hot word at present. This is not out of thin air, nor is it simply retro nostalgia. On the contrary, it has profound connotation and internal logic. The rise of China is actually the rise of domestic products, from food and beverage to clothing and beauty, from film and television to the surrounding cultural and creative industries. China's influence and China's intellectual creation are quietly giving back people's American identity with China culture and changing people's understanding of fashion culture.

When we talked about fashion before, we always subconsciously mentioned European and American trends and Japanese and Korean trends, which basically represented the styles of the two popular cultures in the East and the West. In the era of globalization, fashion trends have broken the limits of national boundaries, and various foreign fashion brands have become the purchasing power trend of young people. However, in recent years, with the upgrading of the quality of domestic brands and the joint efforts of online media, merchants and a new generation of consumers, a so-called national tide has gradually emerged.

Cross-border national tide has become a common practice, from world factory to leading fashion.

On April 24th, 20 17, the State Council approved to set May 10 every year as China Brand Day, hoping to let consumers experience the charm of high-quality consumer goods, strengthen their brand feelings and boost their confidence in high-quality domestic products. The foreshadowing of this policy obviously laid the groundwork for the rise of domestic products after the Spring Festival.

20 18 can be said to be a year when domestic products shine, and paying for feelings has become a hot word. 20 19 is a new national tide. More and more domestic brands have entered the public. By excavating the traditional culture and history of brands, they entered our field of vision with a brand-new attitude, showing amazing market explosive power.

Domestic famous brands such as Li Ning, Anta, Xiaomi Baiqueling, OPPO, etc. They have become the new favorites of fashion circles through the national tide. The upsurge of the whole people is gradually rising, and more and more industries are beginning to revive with the help of the wave. For example, LU ZHOU LAO JIAO CO.,LTD Co., Ltd. launched perfume, Laoganma and Wangzai launched customized sweaters, Liushen and Rio jointly launched cocktails, Zhou Heiya jointly launched Royal Nifang lipstick, White Rabbit jointly launched Meijiajing lip balm, Pinduo and Shanghai Old Town God Temple jointly launched Black Xixi cake, which became popular cross-border marketing on Tanabata and effectively helped the revival of domestic brands.

In July this year, today's headlines and the top ten Beijing time-honored brands held a nationwide tide called Headlines: Jean Tong Ren Tang, Wu Yutai, Qingfeng Steamed Bun Shop, Beixinqiao Braised Pot and other traditional time-honored brands. Sending out youthful vitality aims to make traditional brands survive in a win-win situation.

It can be seen that brand-new manufacturing makes domestic products trendy. Beyond commodities, people expect more industrial expressions that highlight cultural heritage, life philosophy and aesthetic value. Through integration and creation, the cognition conveyed is the transformation road of many brands at present; Beauty and the realization of consumers' life.

Made in China, once the world factory, is gradually leading the new fashion at home and abroad.

The thinking of big consumers has been upgraded to boost the national tide.

Pop culture is always exported from a strong economy to a weak economy, and this kind of consumption is defined as consumption upgrading.

When it comes to the rise of Guo Chao, it is inevitable to talk about its commercial attributes. An important way for human beings to get happiness is to let themselves enter the upper class, that is to say, today's young people will consciously recall their consumption, so as to feel more secure in their current living conditions.

On August 15, Rebate.com released a set of data, which showed that the keywords in Guo Chao increased by 392.66% from August19 to July. The overall orders of domestic fashion shoes brands such as Li Ning, Anta, Warrior and Feiyue increased by more than 35 1%.

The purchase behavior of young people has changed from the original flow thinking to the current value thinking. Buying products no longer blindly pursues import and brand value, but pays more attention to cost performance. For domestic products, it is no longer old-fashioned and vulgar, but a trend temperament and attitude towards life. In many scenes, young people buy not only a commodity, but also a sense of belonging, emotional appeal and value recognition attached to it.

A new generation of consumers will find their own congenial parts from brand values conveyed by brand personality, brand design and brand creativity, so as to complete the collection and purchase of brands, which is consumer confidence.

It is said that whoever seizes the younger generation will seize the future, which is the key to the rise of the national tide. According to industry insiders, after 90 s and 00 s, it gradually became the main consumer of the new generation. They themselves were born in the era of strong national strength, and their local consciousness is constantly improving, and their local aesthetics are constantly awakening. They have no inferiority complex in the face of foreign brands, and their natural sense of identity with domestic products is stronger than that of the post-70 s and post-80 s.

Therefore, the obvious changes in the consumer psychology of young people in the United States, coupled with the support of Internet platforms such as Tmall as the infrastructure of global sales channels, have brought new market opportunities to local domestic brands in China.

The country is confident, but it also needs restraint and calmness.

It must be said that the national tide is the China brand bonus brought by the general trend of national self-confidence and China cultural self-confidence. It should be noted that the national tide is also a fresh marketing tool to some extent. Many time-honored brands have successfully created momentum by using the national tide gimmick, achieving a double harvest of word-of-mouth sales. However, the homogeneous marketing strategy has also begun to make consumers lose their freshness. It is easy for people to fall into the trap of self-satisfaction, blindly emphasizing the amount of communication and ignoring the actual benefits brought by products, which can easily lead to negative public opinion.

Although it is not a bad thing to pursue trend dividends and traffic, please stay awake and objective while enjoying these delicious fruits. Think about whether the national cultural self-confidence is mistaken for the cultural self-confidence of brand S, think about what the real cultural concept of your own brand is, whether you can win the support of consumers in the cultural circle, and then shape your own brand cultural self-confidence.

On July 26th, People's Daily officially announced the simultaneous launch of the daily official Taobao store, and started the cross-border marketing commercialization journey together with five domestic brands, namely Li Ning, Dabao, Chen Guang, Migu and Netease Cloud Music. The media changed its serious image and played with domestic brands, which not only affirmed and guided China Tide and China, but also affirmed the form of cross-border marketing.

Generally speaking, the new national tide is still a good thing, and it is also an inevitable success after the market develops to a certain mature stage. However, how to go further and usher in a bigger outbreak of this trend is a problem that every domestic brand needs to think about.

7. Culture influences the perception of tourism consumers.

An important attribute of culture is its racial, ethnic or group sexual intercourse. People all over the world have created different styles of national culture under their special natural environment and social and historical conditions, which makes different consumption behaviors have different cultures.

For example, China culture has an influence on the consumption behavior of oriental culture.

(1) The influence of consumer behavior on China), the relationship between man and nature, China people believe in fate, and the so-called paradise concept. Most people in China should not leave all unpleasant or unfortunate strange things for a few days, such as substandard products or poor service, and China people's complaints are reduced, but it also brings fate to China people and sales staff.

2) Consumers' choice, when the relationship with others, the direction of the United States, dictatorship and human face the China Group. Pay attention to family, relatives, friends, opinions, habits and self-suppressed feelings to achieve harmonious relations. thorium

4), the relationship between people and practice, China people cherish memories of the past, it is easy to have a high brand loyalty.

(2) The behavior of Confucian culture S on luxury consumption is 1), which focuses on the self-concept of interdependence between people. Asians tend to be self-reliant, mainly focusing on the dependence of self-concept between people in interpersonal relationships. Its behavior is based on the basic connections between other people, including family, culture, occupation and social relations. Most people in China are self-centered. Under the influence of Confucian culture, the concern about one's own personal purchase behavior and the related dependent reaction are always pushed to the expectations of others. Facing the winners in life, in the eastern world, people attach great importance to face, and the consumption behavior of Asians occupies an important position in luxury consumption. mankind

2) Pursuing the balance between personal interests and the needs of social groups is influenced by Confucian culture. People pay more attention to the consistency and convergence of individual organizations and individual behaviors, and pay attention to meeting social interests. As an individual, he is more inclined to sacrifice personal interests to realize organizational interests, take the first responsibility, and then enjoy rights. In the Confucian tradition. Balance the interests of individuals and groups to reflect the needs of individual interests and obey the basic needs of families with interpersonal, cultural, professional and social relations. China's collective consciousness determines that personal success is the glory of family. What matters in China is not personal behavior, but the demand for social relations such as family and career.

(3) The influence of social fashion on consumer behavior.

1) The influence of political economy on people's consumption behavior in time: In the early years of the Republic of China, the storm of the Revolution of 1911 not only impacted the superstructure of feudal society and its concepts, but also affected many aspects of people's daily life, resulting in the new generation of fashion after the revolution adapting to the changes of fashion society. The monotonous and hierarchical situation in the past has become lively and replaced by ever-changing scenes. People don't choose clothes, pay attention to status and poverty, but pay attention to beautiful new fashions. Third, China's left-green military uniform, which has been popular since the reform and opening up, is very popular in coats, loose shirts, casual clothes and sportswear, which embodies a harmonious and free political atmosphere and pursues a positive life.

2) Psychological commodity consumption presents special phenomena. Because of the social psychological age difference, regional differences, living habits, cultural differences and personal differences, red has always been regarded as a complete symbol of China, so people like wedding red to show a lively atmosphere. China people like United, harmonious and humanized names, such as Tongrentang Pharmacy, Quanjude Roast Duck Restaurant and Friendship Hotel.

3) Living habits and lifestyles are various social activities of a specific culture. Culture and lifestyle are closely related. Culture defines some American lifestyles and teaches people how to live, such as food, clothes, weddings and marriages. Then this is the material. Under different social and cultural backgrounds, people's lifestyles will be very different, which will naturally lead to different consumer psychology and purchase behavior. The profound psychological influence of lifestyle is also reflected in people's ever-changing consumption behavior. For example, with the improvement of people, the improvement of domestic living standards and the expansion of international exchanges, people's demand for women's clothing has increased. The same old clothes and hairstyles have changed in the past, and they have been replaced by various fashionable hairstyles. Not only do women get married and have a perm, but even hot girls are often fashionable. Of course, the demand for products in these fields has obviously increased, such as various fashions, cosmetics, perms and hair care products.

4) Value refers to people's subjective evaluation of objective things. It is the basic meaning of culture, but different people have different cultures that determine values and values. People's material life is inseparable from spiritual pursuit. It endows people with certain thoughts, feelings and social activities, and forms an attitude towards life and unique values, outlook on life and values. Wearing clothes is not the same as wearing a hat. It is not only a hobby, a hobby, but also a cultural expression. For example, in some developed countries, daily consumer goods such as refrigerators and televisions were once very expensive luxuries in China, and many of them were symbols of wealth. This difference in values is reflected in people's consumption activities in all aspects.

(4) national culture? The influence of consumption behavior

1) The consumption characteristics of regions and nationalities reflect the profound, subtle, precise and simple functional clothing style of China traditional culture. Han people in China celebrate the Spring Festival with jiaozi, eating rice cakes and setting off firecrackers. Eat Yuanxiao and play with dragon lanterns; Eat zongzi on Dragon Boat Festival; Other ethnic groups in China, such as Tibetans who eat moon cakes in the Mid-Autumn Festival, hide moon cakes for one year, and the water-splashing festival of the Dai people ends and the Tower Festival expands. Both Kirgiz and Nuolaozi are equivalent to the Chinese New Year, so we need our own holiday products with national characteristics. The consumption behavior of different countries is due to the determination of their national traditional culture, which helps manufacturers to make correct judgments and decisions on the market and produce goods that meet the characteristics of different nationalities, so as to learn the behavior of national culture to consumers.

2) The influence of regional culture often forms a regional culture and tradition, which is closely related to the local history and cultural tradition. Due to the restriction and influence of natural and social environment, different regions will form different regional cultural characteristics, which will inevitably attract the production, design, processing, style, design, packaging and decoration of commodities. Consumer goods have a profound influence on China's eating habits. People all over Hunan have strong regional cultural characteristics, such as eating Chili, Sichuan eating spicy food, Zhejiang eating sweet food and Shanxi being jealous. Because of the influence of the local natural environment in the world. In particular, commodities with outstanding regional cultural characteristics, such as silk, some traditional cultural characteristics of China, embroidery, handmade carpets, etc. It is not only very competitive in the market, but also promotes the spread of the Chinese nation in the world. They have a long history of traditional culture.

Second, the behavior of western culture S to consumers (1) pays attention to the interdependence of self-concept between people. Westerners pay more attention to the concept of independence, self-confidence and self, which is rooted in the internal philosophy of separation between people; Pursuing the interests of individuals and groups, the balance between the interests of individuals and groups and people's needs in western society holds that the most important personal freedom is that people should use their true values? Treat life naturally, and groups exist to better meet individual needs. Individual groups can try to change, and you can simply leave it.

2) Psychological commodity consumption presents special phenomena. Western consumers have some strange names, such as good morning and flea.

3) Lifestyle, culture and lifestyle are closely related. The definition of culture defines some American lifestyles and teaches people how to live, such as food, clothes, weddings and marriages. People with different social and cultural backgrounds will have very different lifestyles, which will naturally lead to different consumer psychology and purchase behavior. For example, in western countries, people like to eat fast food, even at home, but they also buy semi-finished products for cooking, so fast food, deep fast food and semi-finished products are very popular and have great market demand.

4), value? In economically developed countries, most people are keen on enjoying a comfortable life and often spend more than their income level. Therefore, the form of installment credit transaction is very popular. When people buy big items, such as cars and houses, they can pay in installments, and you can also pay for a loan from the bank. Reputable Americans want to make money and spend their poor people's money.

5) The consumption characteristics of all ethnic groups reflect the traditional culture formed by the basic form of "opening the big and closing the small" and the western culture that emphasizes that individual freedom and liberation are closely related to Christmas. European countries also have special consumer goods, such as Christmas trees, Christmas candy, candles and turkeys.

In addition, there are many cultural influences on consumer behavior.

Consumer purchase behavior

After the movie Destroyer told the boss about smuggling criminals' guns by mobile phone, he stopped talking and sought their grievances and forgiveness. Influenced by the film and television culture after the movie, he didn't turn off his phone, but a pile of rubbish threw away his mobile phone and made it into a beautiful small mobile phone, asking your boss for a crisp voice. Then this phone is Ericsson's latest product-768. Later, as the destroyer's effective and extraordinary Alice letter was naturally regarded as mass media, the commercial media with film and television advertising elements entered the increase. One reason is the commercial demand of the film itself, and the other reason is the authenticity of the film source that creates real life, which is the authenticity of life, culture and art reproduction. Time and again, film and television actors are the most representative figures in life and are imitated by the broad audience. In order to find out the reason, the film and television culture put by advertisers is a plane reflection of disguised advertisements. Television advertising is very commercial, and you can get good commercial benefits.

Celebrity advertisements affect consumers' behavior.

First, using all the functions of celebrities and celebrity advertisements can create an unusually noisy media environment and attract the public's attention to past advertising information. The purpose is to make our products stand out in the chaotic information environment.

Celebrity advertisements among consumers have a halo effect on the word-of-mouth perception of two celebrities, because celebrities are noble and trustworthy, and their endorsement products of this quality will be transferred, which will help to improve brand awareness.

Thirdly, celebrity advertisements also help to improve the credibility of advertising information. Consumers' perception of advertising and their willingness to accept advertising information are still unknown. To guide consumers to change the expected direction of advertising ideas, consumers must feel the real letters. Advertising is credible and an important source of advertising. So who is the target of advertising endorsement becomes a problem. According to the psychological theory of attitude change, the most influential people have authority in their eyes.

Fourth, celebrity advertisements may encourage consumers to have positive emotions. Consumers have two reactions to advertisements: cognitive and emotional reactions, cognitive reactions, advertising information, and emotional reactions of consumers. Understanding is consumers' emotional experience of advertising information.

8. The influence of culture on tourism consumers' perception is

Abstract: Utility perception is the premise of consumers' shopping behavior. Consumers' utility perception in online shopping has become the focus of scholars' attention and research.