Abstract: Tourism consumption coupon is effective to promote consumption and stimulate economy.However,it also has limitations in launch place,launch unit,launch channel,launch object,use area,face value design,and use restriction,which confines the better effect of it.Employing structural equation model approach,this paper built the model of tourism consumption coupon effect and investigated key factors affecting tourism consumption coupon effect.The result are shown as follows.(1) Economic value,use inclination,use restriction,use reliability and draw convenience were five key factors affecting tourism consumption coupon effect.(2) Among the five influencing factors,economic value had the strongest impact on tourism consumption coupon effect,followed by use inclination,use reliability,draw convenience,and use restriction.(3) Economic value,use inclination,use reliability and draw convenience were positively related with tourism consumption coupon effect.They were four driving factors for promoting tourism consumption coupon effect.(4) Use restriction was negatively related with tourism consumption coupon effect,which showed a passive influence on tourism consumption coupon effect.

Key words: tourism consumption coupon, effect, influencing factor, structural equation model, Hangzhou