Journal of Tourism & Hospitality
Open Access
ISSN: 2167-0269
+44 1300 500008
ISSN: 2167-0269
+44 1300 500008
College of Earth and Environmental Sciences, Lanzhou University, Lanzhou, China
Research Article
Measurement on Impulsive Consumption Behavior in Rural Tourism: A Case of Lanzhou City
Author(s): Lili Pu*, Xingpeng Chen*, Chengpeng Lu, Li Jiang and Binbin Ma
Rural tourism has become an important component of Chinese tourism development. The paper established a
regression model of pleasure and impulsive consumption in rural tourism. It takes Lanzhou City as a case, which
obtained 575 questionnaires, to provide a typical case study for sustainable research of rural tourism consumption
from tourists' perception. Using regression analysis, regulation effect and intermediary effect, pleasure will stimulate
tourists’ impulsive consumption behavior in rural tourism. The result indicates: Firstly, the pleasure of the rural
tourism process will stimulate the impulsive consumption behavior of tourists; for every 1% increase in pleasure,
the actual cost of visitors increases by 16.7%. Secondly, the characteristics of rural tourism resources will become
an important factor, and the pleasure stimulates consumption in rural t.. View More»
DOI:
10.35248/2167-0269.22.11.494