The Purpose of 1. Global Tourism Consumer Research

Global tourism consumer research refers to the use of scientific methods and techniques to collect, analyze and explain relevant information about tourists within the scope of the global tourism area, for different types, different sources, and different stages of tourists, in order to achieve certain purposes And effective activities. The main purposes of the global tourism consumer research are as follows:

Understand the market demand and potential of global tourism. Through research, we can grasp the basic situation of the number, structure, distribution, and changing trends of tourists, as well as the psychological characteristics of tourists' travel motives, preferences, needs, and expectations, so as to judge the market scale, market structure, market characteristics, and market characteristics of global tourism. Opportunities, etc., provide a basis for the planning and development of global tourism.

Evaluate the market performance and effect of global tourism. Through research, we can understand the actual situation of tourists' tourism behavior, tourism process, tourism evaluation, etc., as well as tourists' satisfaction, loyalty, word-of-mouth and other feedback information on global tourism, so as to evaluate the market share and market competitiveness of global tourism., Market influence, market contribution, etc., to provide reference for the management and improvement of global tourism.

Guide the marketing and innovation of global tourism. Through research, we can find the gap between tourists' tourism demand and tourism experience, tourists' tourism problems and tourism problems, tourists' tourism opinions and tourism suggestions, etc., so as to put forward the market positioning, market segmentation, market strategy, Market innovation, etc., to provide direction for the marketing and innovation of global tourism.

Contents of 2. Global Tourism Consumer Research

The contents of the global tourism consumer research mainly include the following aspects:

Basic information for tourists. Including the age, gender, education, occupation, income, family, residence and other socio-demographic characteristics of tourists, as well as the basic tourism situation of tourists, such as tourism purpose, tourism source, tourism mode, tourism time, tourism frequency, number of tourists, tourism budget, etc. This information helps to understand the basic attributes and tourism characteristics of tourists, and provides a basis for market segmentation and market positioning of global tourism.

Psychological information for tourists. Including tourists' psychological factors such as tourism motivation, tourism preference, tourism demand, tourism expectation, tourism attitude, tourism perception, tourism emotion, as well as tourists' psychological characteristics such as tourism culture, tourism value and tourism lifestyle. This information helps to understand the psychological needs and psychological characteristics of tourists, and provides the basis for the product design and service of global tourism.

Evaluation information of tourists. Including tourists' evaluation opinions, evaluation criteria, evaluation results, etc. on tourism products, tourism services, tourism environment, tourism impact and other aspects of global tourism, as well as tourists' satisfaction, loyalty, word-of-mouth, willingness to recommend and other aspects of global tourism Evaluation feedback, evaluation factors, evaluation effects, etc. This information helps to understand the evaluation level and evaluation characteristics of tourists, and provides the basis for the quality control and effect evaluation of global tourism.

3. Method of Global Tourism Consumer Research

The methods of global tourism consumer research mainly include the following:

literature analysis. Literature analysis refers to the method of obtaining and understanding the relevant information of global tourism consumers by consulting, analyzing and synthesizing relevant literature, such as policy documents, planning reports, statistical data, research papers, media reports, etc. The advantages of literature analysis are a wide range of information sources, rich information content and low cost of information acquisition, but the disadvantages are information quality, information update lag, information analysis subjective and so on.

Observation method. Observation method refers to the method of recording and analyzing the relevant information of tourists by directly or indirectly observing the tourist behavior, tourism process, tourism evaluation, etc. The advantages of the observation method are direct access to information, true information content and objective information analysis, but the disadvantages are difficult access to information, limited information content and complex information analysis.

interview method. The interview method refers to the method of asking and understanding the relevant information of tourists through face-to-face or remote dialogue with tourists. The advantages of interview method are flexible information acquisition, in-depth information content and effective information analysis, but the disadvantages are time-consuming information acquisition, information content deviation, subjective information analysis and so on.

Questionnaire method. Questionnaire method refers to the method of collecting and counting the relevant information of tourists by designing and distributing certain survey forms. The advantages of the questionnaire method are rapid access to information, standard information content, and scientific information analysis, but the disadvantages are limited access to information, superficial information content, and difficult information analysis.

实验法。实验法是指通过设置和控制一定的实验条件，观察和测量旅游者的相关信息的方法。实验法的优点是信息获取精确、信息内容深刻、信息分析严谨，但缺点是信息获取复杂、信息内容局限、信息分析费力等。

4. global tourism consumer research skills

The skills of global tourism consumer research mainly include the following aspects:

Clear research objectives and content. Before conducting a global tourism consumer survey, the purpose, scope, object, content, indicators, etc. of the survey should be clarified in order to determine the key and difficult points of the survey, formulate research plans and plans, and ensure the effectiveness and pertinence of the survey.

Select appropriate research methods and techniques. In the global tourism consumer research, according to the content and characteristics of the research, we should choose the appropriate research methods and techniques, such as literature analysis, observation, interview, questionnaire, experimental method, etc., as well as the corresponding data collection and data analysis tools and software, to ensure the feasibility and scientific nature of the research.

Focus on the quality and efficiency of research. In the process of global tourism consumer research, we should pay attention to the quality and efficiency of the research, such as ensuring the authenticity, accuracy, completeness and representativeness of the data, avoiding the distortion, error, deviation and leakage of the data, and improving the speed and level of data collection, processing, analysis and presentation, so as to ensure the credibility and practicability of the research.

Focus on research results and applications. After conducting a global tourism consumer survey, we should pay attention to the results and applications of the survey, such as using the results of the survey in appropriate forms and methods, such as reports, papers, charts, models, etc., to relevant decision makers, managers, and researchers., Practitioners, etc., and apply the results of the survey to the planning, management, marketing, innovation and other aspects of global tourism to ensure the value and significance of the survey.

Conclusion

Global tourism consumer research is an important part of global tourism, which plays an important role and influence on the development and improvement of global tourism. This paper makes a systematic analysis and summary from the aspects of the purpose, content, method and skill of the whole area tourism consumer research, hoping to provide some reference and enlightenment for the practitioners and researchers of the whole area tourism. Of course, there are still many areas that need to be further explored and improved in the global tourism consumer research, such as the innovation of research theories and methods, the application of research data and technology, the evaluation of research results and effects, etc. It is expected that future research can continue to improve and develop the theory and practice of global tourism consumer research.