新常态下中国游客境外高消费成因研究——基于行为经济学的一个框架解释

Study on the Causes of Chinese Tourists' High Consumption in the Outbound Tourism under China's New Normal——A Framework Explanation based on Behavioral Economics

新常态下居民消费行为和结构的变化以及国内供给能力不足对中国游客境外消费产生了深刻的影响。基于行为经济学理论,构建了游客的境外旅游消费决策模型。研究结果表明,在旅游消费心理账户和购物消费心理账户分立的情形下,游客在境外旅游时的高消费行为特别是购物高消费行为是理性的,它是境内外购物消费市场、旅游消费市场发展差异所导致的,是游客在境外旅游消费、购物消费叠加的结果。为此,应通过改善国内购物市场和旅游市场供给、降低国外品牌产品流通成本形成市场倒逼机制以避免国内旅游消费和购物消费的过度转移。

The changes of the consumer behavior and consumption structure and the insufficient domestic supply have a profound impact on the outbound tourism consumption behavior of Chinese tourists under China’s new normal. Based on the behavioral economics theory, this paper provides a decision model of outbound tourism consumption. It shows that the high-consumption behavior of tourists traveling abroad, especially the high shopping behavior is rational in the case of the separation of the tourism consuming mental accounting and the shopping mental accounting. This is caused by the differences between the shopping consumer market at home and abroad and the development of the tourism consumption market. It is the accumulation result of the tourism consumption and shopping consumption. Therefore, it is suggested that improving the domestic market supply abilities and reducing the cost of foreign products in circulation to form competition in order to avoid the excessive transfer of the domestic tourism consumption and shopping consumption.