In the face of growing and changing international tourism market,how to attract more tourists travel in China,promoting inbound tourism,improving China's tourism market position,the tour operators must analyze inbound tourists' motivation and behavior.From the perspective of consumer behavior,this paper examines psychological need and behavior characteristic of China's inbound tourism and domestic tourist in the tourism consumption on the cultural diversity,nostalgic adventure,rational decision making,quality of service; proposing the marketing strategies for inbound tourists on the product design,pricing,marketing channels etc.
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