1. Culture influences the perception of tourism consumers
Individual and psychological factors that influence consumer behavior are: needs and motivation, perception, learning and memory, attitude, personality, self-concept and lifestyle. These factors not only affect and determine the consumer's decision-making behavior, but also amplify or restrain the influence of external environment and marketing stimulus to some extent.
in addition to the factors that affect consumers and their buying patterns, managers and marketers of enterprises must also understand consumers' buying decisions, so as to take corresponding measures to achieve the marketing objectives of enterprises.
consumers' purchasing motivation
1. Realistic motivation
It refers to consumers' purchasing 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.
2. Looking for new motivation
It refers to consumers' purchasing motivation with the leading tendency of pursuing fashion, novelty and strangeness of goods and services. 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 seek beauty
It refers to consumers' purchasing motivation with the pursuit of commodity appreciation value and artistic value as the main tendency. Under the control of this motivation, consumers pay special attention to the color, shape, appearance, packaging and other factors when buying goods, and pay attention to the beauty of modeling, decoration and art.
2. What is the influence of culture 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. The understanding 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, consumer behavior 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 Regarding consumption behavior and the relationship between man and nature, people in China believe in fate and there is a so-called harmony between man and nature. Therefore, most people in China blame all unpleasant or unfortunate things on days. People in China seldom complain when they encounter product failures or poor service quality, but people in China attach great importance to fate when salespeople choose to spend.
2), the relationship between people and others, China people's 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) The relationship between people and themselves, China people tend to form the character of self-withdrawal. As a result of collectivism, consumers who talk nonsense about China 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 attributes
Logically speaking, since tourism itself is cultural, tourism resources 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 it is human resources or natural resources, the most fundamental reason why they can become tourism resources and people is that American tourism can enable tourists to gain 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 mountains make people feel magnificent, rivers, lakes and seas make people feel unrestrained, forests and grasslands make people feel rich and quiet, botanical gardens, zoos and science and technology museums reveal the mysteries of nature to people, 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 cultural connotation of tourism, which depends on two reasons: First, the cultural depth and richness of each specific tourism resource are different; Second, every specific tourist will have a different understanding of cultural connotation because of his different 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 host country culture on tourism source culture will show different degrees with different tourists, and even there will be significant differences between positive and negative influences;
2. Even tourists from 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 limited by the degree of difference and value orientation of the two cultures. The exchange and integration of host culture and different tourism cultures will form unique tourism cultures;
4. The main contents of the 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
the national unified tourism will be completely cancelled before the end of p>2121.
according to the requirements of the Ministry of culture and tourism, local cultural and tourism administrative departments should strengthen the connection with the 12345 hotline, and promptly accept reports, complaints, consultations, help, opinions and suggestions from the people in the cultural and tourism fields.
for the complaints about tourism disputes transferred from the 12345 hotline that do not involve violations of laws and regulations, the local cultural and tourism administrative departments should promptly hand them over to the local tourism complaint acceptance agencies for handling, track the handling situation, and reply or inform the complainants in time. In areas where complaint handling institutions are unclear, the local cultural and tourism administrative departments should, before the end of 2121, require 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, and further clarify the local tourism dispute mediation organizations.
if a comprehensive market law enforcement agency is designated as a local tourism complaint handling 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, people's American courts, etc. 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 handle all kinds of requests for consultation, help, opinions and suggestions in the cultural and tourism fields transferred from the 12345 hotline, receive, handle and reply in time, and ensure that everything demanded by the masses has been answered and everything has been solved.
6. How does culture affect the behavior of tourism consumers
; Taking the country as the tide is a new consumption trend, and the trend that the new national tide originates from domestic products is a very hot word at present. This is not out of nowhere, 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 drinks to clothing and beauty, from movies and television to the surrounding cultural and creative industries. China's influence and China's intellectual creation are quietly giving back to people's American sense of identity with China culture and changing people's understanding of fashion culture.
In the past, when we talked about fashion, we always subconsciously mentioned the European and American trends and the 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 concerted efforts of online media, merchants and the new generation of consumers, a so-called national tide has gradually emerged.
Cross-border national tide has become a common practice, from the world factory to leading the fashion.
On April 24th, 2117, the State Council approved the establishment of May 1th every year as China Brand Day, hoping that by holding this event, consumers can experience the charm of high-quality consumer goods, strengthen their brand feelings and boost their confidence in the consumption of high-quality domestic products. The foreshadowing of this policy has obviously brought spring breeze to the subsequent rise of domestic products.
2118 can be said to be a year when domestic products shine brilliantly, and paying for feelings has become a hot word. 2119 is a new national tide. More and more domestic brands have entered the public. By excavating the traditional culture and history of brands, they have entered our field of vision with a brand-new attitude, showing amazing market explosive power.
Li Ning, Anta, Xiaomi Baiqueling, OPPO and other well-known domestic brands 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 tide. 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, and Pinduo and Shanghai Old Town God Temple jointly launched Black Xixi cake, which became a popular cross-border marketing on Tanabata, effectively helping the revival of domestic brands.
In July this year, Today's Headlines, together with the top ten Beijing time-honored brands, held a national tide called Headlines: traditional time-honored brands such as Jean Tong Ren Tang, Wu Yutai, Qingfeng Steamed Bun Shop and Beixinqiao Pot-stewed dishes. Sending out youthful vitality aims to make traditional brands live in a win-win situation.
it can be seen that brand-new manufacturing makes domestic products trendy. On top of 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' lives.
Made in China, once the factory of the world, is gradually leading the new fashion at home and abroad.
The major consumers' S thinking 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 consumption, so as to feel more secure under the current living conditions.
On August 5th, Rebate.com released a set of data, showing that from October to July 2119, keywords in Guo Chao increased by 392.66% year-on-year. The overall orders of domestic fashion shoes brands such as Li Ning, Anta, Warrior and Feiyue have increased by more than 351%
Young people's buying behavior 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 the 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.
as the saying goes, whoever catches the younger generation will catch the future, which is the key to the rise of the national tide. According to industry insiders, the post-91s and post-11s have gradually become the main consumers of the new generation. They themselves were born in the era of strong national strength, their local consciousness is constantly improving, their local aesthetics are constantly awakening, they have no inferiority complex in the face of foreign brands, and their natural identity with domestic products is stronger than that of the post-71s and post-81s.
Therefore, the obvious changes of young people's consumer psychology 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 to be restrained and calm.
I have to say that the national tide is the China brand bonus brought by the general trend of national self-confidence and China cultural self-confidence. We need to note that the national tide is also a fresh marketing measure to some extent. Many time-honored brands have made use of the national tide gimmick to successfully create momentum and achieved 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, and it blindly emphasizes the amount of communication and ignores the actual benefits brought by products, which is very easy to cause negative public opinion.
Although it is not a bad thing to pursue trend dividends and traffic, please stay sober and objective when enjoying these delicious fruits. Think about whether the national cultural self-confidence is mistaken for the cultural self-confidence of brand S, and 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 official Taobao shop of Daily S, and started the commercialization of cross-border marketing together with five domestic brands: Li Ning, Dabao, Chen Guang, Mi Gu and Netease Cloud Music. The media has changed its serious image and played with domestic brands together, which is not only an affirmation and guidance to China Chao and China, but also an affirmation of cross-border marketing forms.
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 ability of tourism consumers
An important attribute of a culture is its sexual intercourse among nations, countries or groups. People all over the world have created different styles of national culture under their own 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, the so-called paradise concept, most people in China should not leave all unpleasant or unfortunate strange things for a few days, for example, when the products are substandard or the service is poor, China people's complaints are reduced, but it also brings fate to China people and sales staff.
2) Consumers choose, when the relationship with others, the direction of people in the United States, dictatorship and human face 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, and it is easy to have high brand loyalty.
(2) the behavior of Confucian culture s on luxury consumption 1), focusing on the self-concept of interdependence between people, Asia.