Research on the Tourism Decision-Making Mechanism: A Case Study of American Outbound Tourism
Authors: Xu Cong 
Published: November 2021

Aim/Purpose: This article takes ‘tourism decision-making behavior’ as an entry point, and deeply analyzes the factors influencing the travel decision-making of Chinese ‘American Travel’ tourists and their degree of influence, so as to provide a reference for the development of Chinese outbound tourism.

Background: With the development of China’s economy and the improvement in people’s level, the outbound tourism market of Chinese residents has developed rapidly. The United States has become an important tourism destination country for Chinese residents’ outbound tourism, and China has also become one of the important tourist source countries of American tourism. However, the rapid development of ‘American tourism’ has also caused competition problems in China’s tourism industry. For example, prices and tourism products have become a means of competition among tourism enterprises. As the main body of consumption, tourists’ decision-making behavior will be affected by various factors.

Methodology: Drawing lessons from previous scholars’ research results on tourism decision-making behavior, the influencing factors of tourism decision-making behavior are summarized. A theoretical model and index system of factors influencing tourism decision-making behavior of Chinese residents ‘Travel in the United States’ are established, research hypotheses are put forward, questionnaire data are collected, and SPSS and Amos are used to analyze and verify the theoretical model.

Contribution: This research expands the literature on topics related to tourism decision-making in research and practice. It establishes a theoretical model and index system for the factors that influence the decision-making behavior of Chinese residents’ ‘American Travel’ tourism. In addition, we propose countermeasures for tourism products, enterprises, and the government.

Findings: Prior knowledge and external information have a positive influence on tourism perception and value perception, and a negative influence on risk perception. Risk perception value perception has a positive and negative influence on tourism decision-making and tourism motivation, respectively. Tourism motivation has a positive influence on tourism decision-making and has a positive impact.

Recommendation for Researchers: According to the research conclusions of this article, the following counter-measures and suggestions are put forward from three aspects of tourism: products, enterprises, and governments.
On the basis of existing tourism products, relevant operating companies should pay more attention to the upgrading and transformation of tourism, leisure and entertainment products in scenic spots to increase the willingness of tourists to travel.
When considering corporate marketing and promotion plans, tourism companies operating related businesses should increase the weight of their marketing budgets in online marketing, increase investment in online marketing, and develop mobile applications that meet the preferences of Chinese residents in the United States.
Do a good job in the timely publication of safety reminders and local information. Safety is an important foundation for tourism development and the core concern of many tourists.

Future Research: Due to the important research on the impact of tourism activities, the influencing factors are many and complex, and the psychological process of tourism decision-making is carried out directly. There are still unconsidered factors that need to be studied in depth. In the future, it is possible to compare multiple resource-featured themes, and increase the characteristics of potential tourists, and the factors affecting the selection behavior of regional cultural tourists, and so forth, in order to make the research more applicable and practical instructive significance.