Abstract: In today's society, with the economic development and social progress, the competitive market of China's tourism market is also growing, as part of the tourism market, women travel market is formed and developed rapidly to become a consumer force can not be ignored. The status quo and development trend of the female consumer market trends, female tourists consumer psychology to help the advantage of tourism enterprises in the development of the tourism market.

Keywords: mental demand, the marketing concept, consumer psychology, brand effect

With the continuous development and improvement of the market economy system in China's successful accession to the WTO, on the one hand, China's tourism industry to expand domestic and international tourist market, on the other hand will be more intense competition in the tourism industry. So, in an invincible position in fierce market competition, and seek development demands that we must adapt to market needs, concerns the psychological needs of female travel consumers is to meet market demand.

One, the psychological significance of female travel consumers

(A) To establish a marketing concept concerned about the psychological needs of female travel consumers

The female tourist consumption psychology refers to a variety of psychological phenomenon and its outward manifestation of female tourists in tourism consumption activities, and various acts of female tourists in tourist spending activities are all dominated by the mental activity. Tourism is a special sightseeing activities, tourism itself is a kind of psychological needs activities. Tourism business units should establish a marketing concept concerned about the psychological needs of female travel consumers, and realistic from the perspective of the psychological needs of female travel consumers starting to develop their tourism products.

(B) of female travel consumers of mental activity of their purchase behavior

The impact of female consumers of mental activity of their travel purchase behavior to guide the tour operator activities. Human psychology a direct impact on people's buying behavior, then the activities of tour operators, through research and analysis on female travel consumers of mental activity, will be able to accurately grasp the female travel consumers to purchase the basic pattern of behavior, in order to stimulate the female The travel consumer purchasing needs, and guide them to make a purchase decision. This requires tour operators and management personnel must possess the necessary knowledge of the tourism psychology, and be able to apply this knowledge to actual business activities, and play a guiding role.

(C) from a female travel consumers point of view of mental telepathy to shape the image of the tourism product

In today's fierce market competition, the Image has become a magic weapon for tour operators dominate the market. The implementation of brand strategy is from a female travel consumers mental telepathy angle to shape the brand image of the product. China's unique tourism resources, rich in natural ecological landscape, the long and splendid ancient civilizations relics, colorful minority customs and cultures, may constitute a unique brand of tourism. As long as our tour operator standing on the height of the global, mental telepathy angle from the female travel consumers must be able to develop world-class famous tourism products to effectively promote the rapid development of China's tourism industry.#p#分頁標題#e#

Second, the psychological analysis of the female travel consumers

(A) Why should carefully observe and understand women?

Women have unique physical and psychological characteristics, as well as the role of their family and social decisions that female consumers are the most active protagonists in the market. Business to understand the female consumer psychology for targeted marketing, and in accordance with its characteristics will be able to like pioneers developed a "virgin" A pleasant surprise: the fantasy female "dream come true"; let vanity female has "only"; mood to female "soft spot"; allow to create the strong desire of women "useless"; let the beauty of the female grace filling; let motherhood women love to have asked. " Female consumers are the most active protagonists in the market, they are at least about 3/4 of the daily life of the purchasing power, mainly by women's unique physical and psychological characteristics and their family and social role played by decision. On the one hand, their inner world constantly changes in consumer behavior, a lot of uncertainty. For example, in the dress, a woman may be in today's dress was charming fashionable tomorrow but wear bland; the other hand, assume the multiple roles of mother, daughter, wife, housewife, women in the family, they are taken for granted become the vast majority of children's products, supplies for the elderly, men, supplies, household goods of the purchaser. The face of the huge world of female consumers, producers and operators have the same market opportunities. If the enterprise is more than able to secure a loyal female customer, you can contact through this channel and to win her around for many consumers, in order to expand sales. Business to understand the female consumer psychology for targeted marketing, and in accordance with its characteristics set the same as the pioneer, developed the amazing territory.

Therefore study the female consumer psychology, especially the female consumer psychological insight to check the changes and developments of the society as a whole, consumer psychology, and then come up with new trends in tourism consumption.

New trends in factors of (b) female tourist spending psychological changes

Female consumer behavior is different, its tourism consumer psychology due to the different situation of change is quite complex. However, the main is dominated by three factors: economic factors, psychological factors and social factors. On psychological factors include motivation, perception, learning, thinking, personality, attitudes, values. Do not understand the female consumer psychological changes, it is impossible to understand the female market. At present, women's personalized tend to become very strong. Modern female lifestyle, from the same standard, into a special type with others. They no longer the same standard as the goal, but to pursue every person has a different personality life.

Due to changes in the values ??of the modern woman's self-awareness is growing. Strongly hope that the "time" has not bound by the husband or children, in the family "wanted to do chores other than beneficial to their own affairs", in the workplace requires the use of their talents, "to find their own values, no longer just want to make money.#p#分頁標題#e#

The biggest change in women, increased discretionary time. First, life expectancy, time with children, the results of free time makes life a whole grew. The other is increased because of the popularity of home appliances and fast food, home part-time service industry development, making a day of free time. Women no longer have the chores of hard work, then you can enjoy more free time.

(C) the consumer psychology of modern women travel trends

Female transfiguration trends. I hope to enrich people's lives. Want to try a different way of life. I hope to change the identity. I hope to experience a variety of experience. Performance in tourism, which called for the diversification of tourism services.

Trends of women's challenges. I hope to try the things you want to do. Want to risk. I hope to challenge some of the things. Want to be able to experience. They like to integrate into the nature. Like something unconventional, the challenge was in keeping with the women of this want to break the real-life constraints arising.

Pleasant female trends. I hope and am happy with. Want to do the things they like to do. This is the most significant trends in female college students and single women. Their propensity to consume as a popular leisure, culture ", we can see are to enjoy the time now. They married before the arrival of the turning point, to enjoy, and do the things they want to do. Than the men of the same age, the pleasant trend is much stronger.

Product development and research of the three female tourist spending

Rapid warming of the female travel market, and the dominant position of women in household consumption, tourism related industries began to pay attention to this particular group, the tourism consumer market segmentation.

(A) of the modern woman to focus on the consumption of tourism activities

Modern women, especially young white-collar women are often under greater pressure of work, In order to alleviate this pressure, they need to self-relax, to seek the way of self-vent. Tourism is to achieve self-relaxation, self-improvement, and an excellent way to add a different experience. In order to design tourism products to their needs, we must understand their travel consumer psychology, and to pay attention to tourism activities show diversity, fashion, challenge, self-sustaining and pleasant sexual characteristics. Tours designed to be richer, have more fashion elements. SPA special tour, the joy of shopping trips, fitness, travel, cultural tours, fashion, romantic tours is specifically for young white-collar female market tourism products and lines, which aims to achieve the "three high" desire of the white-collar women, that is, "HEALTHY , HAPPY HIGH. " Some female tailor customized, personalized tourism products, but also to promote the development of female travel market. According to the Heilongjiang Daily reported, a travel agency specially designed for female customers specifically designed "Women's Journey" - South Korea-line products, breaking the conventional lines of South Korea travel spots on the fine, and to health, leisure, beauty, shopping, etc., highly personalized. "Tailored" personalized travel space, so that they feel another culture and aristocratic life. In today's competitive tourism industry, the development of female tourist resources, tailored to different needs for women, distinctive lines, novelty quickly, in order to attract more attention, can adapt to the changes and development of the tourism market .#p#分頁標題#e#

(B) of the colorful tourist spending projects

According to the China Travel Service exit the staff of the Ministry, in line with our female visitors in the shopping tastes conventional lines and a 4 day trip, weekend trips are very popular, and generally take a shopping tour and free exercise. Traveling women mostly higher-income white-collar workers, thus requiring relatively high, travel agencies arrange for them to eat, live, line specifications is also enhanced. Guangdong International Travel Service attaches great importance to women's travel market, each quarter will launch a women's new, extraordinary and special products, launch of the World Cup month without football, all-female line registration is enthusiastic, greatly prefer a quiet woman of all ages. Just have launched "The Banquet" movie tour "Mango has launched a tourism product especially for women -" Journey ". Meet the needs of the capital, women leisure, shopping, fitness, and 11 show the third Beijing International Tourism Expo.
(C) follow the trend of the times and trends

Four women tourists a variety of consumer psychology

(A) curiosity triggered by consumer psychology

In the tourism process, women tourists to see some new different irritants, such as the street was beating gongs and drums Songlao workers to retire; rural young man to marry the bride, brawny carrying the sedan chair, a team of lock na band in front of open, very lively; farmers hanging in the car water for irrigation on the bamboo poles; women shaking spinning car; snake belly to remove the gall bladder, and drink, so the phenomenon can generate curiosity. Such as: time, Hong Kong and Taiwan tours in Guilin tourism, noon mountain hotel supply black ink rice, are used to eating white rice visitors Seeing the rice is both curious and timid, I do not know this why the matter? Enthusiastic tour guide said: Eat, called Mexico meters, the specialty of the Hechi regional Donglan Why black? According to folklore: a year of days of severe drought, East Lan near the Red River is also drying up, the radius of hundreds of field cracking, the seedlings withered luck the rest of a stump seedlings alive in the ground where an old man. To save this stump seedlings, the old man climb (1287-1359), through 16 villages, or not see a trace of water, no way, reluctantly forced to cut off their fingers, seedlings watered with their blood. Strange to say, moisten the seedlings had blood, but still looked strong, bear the ear of rice a bunch of particles, the old man died due to excessive bleeding. Folks this only rice preserved, and use it in the spring of the following year sowing of rice color turned black with ink, ink m-boiled rice, fragrant. Eat Mexican meters, to treat chronic hepatitis, gastritis, anemia, and therefore, m "medicine," said. Tour guide, the myth of the Mexican rice, suddenly perk up the majority of women in the mood in the visitors, several Hong Kong and Taiwan lady within the group have asked to buy to take home so that family members share delicious food.#p#分頁標題#e#

(B) the novelty of female tourists knowledge of psychological

Extensive and profound Chinese culture, food culture is rich and varied, many foreign female tourists to enjoy Chinese food, met with the color, smell, taste, shape and taste of food, praise, a good appetite. See these dishes on the table, like to see a piece of exquisite handicrafts, could not bear to eat it, and some pictures taken with a camera, and some master introduction to its name, origin, production methods, features, etc. they hear surprisingly, his voice. Indeed, hen stew turtle really funny banter, calling them "Farewell My Concubine" is a blessing of the grand eye and mouth. Waitress holding a stuffed tofu to a pot of fragrant than the full meaning guests chopsticks did not move, the waitress smiled vacantly, and said: This dish is the founding emperor Zhu Yuanzhang favorite food Imperial Palace. I heard that the emperor ate the imperial several foreign female tourists friend suddenly jumping, chopsticks spoon Qi, a pot of stuffed tofu wiped out. Say the truth, This dish is usually folder is wrapped in tofu the agate meat Seiko cooking made. Which is characterized by the oil but not greasy, Tangnong without dip, crispy outside and tender on the inside, through the sweet fresh juice, amber, the shape of the Jin and Yuan, nutritious, and longevity. First taste of the dish and enjoy ourselves with delicious food, access to knowledge, is indeed greatly benefit from. Innovation and knowledge of Chinese culture psychology, tourism activities to be fully satisfied. Many women tourists Feedback generous to say: The travel is really a worthwhile trip, she fell in love with the kitchen.

(C) female tourists nostalgia

The majority of women friends love to travel are sensitive to emotions, her nostalgic visit secluded explore ancient but the psychological reactions of tourists nostalgic. Swim over the Scenic Spots have the opportunity to re-visit will be very friendly, reverie thousands. Xi'an is the ancient capital of China, the Silk Road starting point. I remember, very popular. In the year 1375, the second son of the Ming Dynasty Emperor Zhu Yuanzhang built the original city walls on the basis of the scale of the city wall. Visitors to see the same as dragon walls, lying above the Qinchuan, the ancient city of hundreds of years ago, many merchants, the market prosperity, the ancient pomp, emerge one after another in the visitors mind. Dynasties rise and fall of the vicissitudes of history, leaving future generations to endless reverie. The the Qinling offshoot of the ancient city of Xi'an suburb of Lishan Mountain, the Western Zhou Dynasty, Zhou You Wang and concubine in this building, Li Gong seize the day, and ignite the flames of, teasing Quartet princes after Quanrong kill at the foot of Lishan Mountain. People swim, can not help but think of Qin Shi Huang tyrannical, fatuous Emperor Xuanzong and Yang pleasure in Huaqing Pool, Emperor national prestige in the Lishan overhaul Hua Qing. Tandoori, animal husbandry, "Guo Hua Qing quatrains": "the Chang'an Siwang embroidered piles, the Peak one thousand sequential open". People imagine what it must Lishan become dignitaries of the enjoyment of the land. Unexpectedly, the results of the Rebellion, Yang Yuhuan was constriction died in Mawei. Tragic love story of Li Longji and Yang Yuhuan, is the Emperor in his later years the inevitable result of political corruption. People drove to the foot of Lishan Mountain, looking at the sky Thinking back, I remember when Huaqing Pool washed creamy, pack of feasting time, the majority of the people complaining, grief stricken. Poet Du Fu wrote: "while the rich meat smell, road with frozen". For a long time to become evil famous people complaint feudal ruling class. Different types of tourists have different psychological characteristics. In recent years, the increasing number of Chinese Female Tourists, objective analysis, higher personal income, plus more to know how to live. In addition, some have a certain social status, how much money do not care to eat, live, line, travel, shopping, entertainment, will be considered to be a successful tourism Coupled with convenient transportation, low-cost Moreover, Chinese culture and customs simple and natural, these have become a powerful driving force of the female tourists tourism. Our tourism industry who should be first-class level of service coupled with first-class facilities to serve each and every guest, we will certainly be in today's fierce market competition in an invincible position.#p#分頁標題#e#

In short, to study consumer psychology of the female tourists. Should have a variety of preparations, because their personality is very diverse, consumer demand will be a variety of consumer psychology also vary. Curiosity-based, innovative knowledge-based nostalgia type as well as various types. Various types of focus, for example, the type of curiosity, and some hi in Yu Shan, and some would be happy view of the water; type of nostalgia, some are fascinated by the construction of the Antiquities, and some linger in the customs of the people, etc. . We must be clear before the reception of these different consumer psychology of female travelers, targeted to prepare and provide targeted services, sightseeing, choose to watch the focus will be explained, and reasonable price inexpensive consumer information in order to constitute a focus of attention in the consumer psychology of the female tourists, sparking their consumer behavior and consumer psychology, to reach a final purchase behavior, if we do not make these preparations, but in the face of these circumstances is a temporary to think of a way, the result is clearly different, and therefore demands that we should pay attention to their psychological changes, service done before the guests openings, they take the initiative to buy rather than forced upon guests, so that will not only cause resentment of the guests, while also make our services is very passive, so that service work is not perfect. Only to master their psychological needs, in order to work more perfect