This study was based on 2500 questionnaires gathered from urban residents from 15 cities during January to March in 2010.First,the three core variables,including tourism motivations,tourism involvement,and destination choice factors,are used for exploratory or confirmatory factor analysis.Second,based on these variables,we extract the domestic tourism consumption modes of urban residents in China by cluster analysis.Finally,this paper summarizes the tourism consumption and demographic characteristics of different typical modes by using variance and interaction analysis.The results are shown as follows.(1) Domestic tourism consumption behavior of urban residents in China has three typical modes.Active-type—Characterized by strong tourism motivations,deep involvement,and more emphasis on the destination choice factors.Intermediate-type—Affected by the factors including tourism motivations,involvement,and the destination choice,which show an average score.Negative-type-Featured by weak tourism motivations,low tourism involvement,and less focus on the destination choice factors.(2) There are significant differences among the three consumption modes in tourism behaviors.Compared with intermediate-type and negative-type,active-type shows more positive tourism attitude,stronger landscape preferences,higher frequency of travel,longer average length of stay,higher per capita consumption,more inclined to free travel way,etc.(3) Different tourism consumption patterns have significant differences in the demographic characteristics.In active-type,the majority of the residents are female aged below 25 or 45-54 years old.Generally speaking,they are well-educated,high income level,and most of them are in good health,and they are scientific researchers and teachers,students,and civil servants.In intermediate-type,the majority of the residents are aged 25-44 with medium education and income levels.As for negative-type,the residents are generally male-dominated,poorly educated and low-income,aged over 55 years,as well as retired or self-employed,and most of them are in poor health.
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