Study on tourist behavior is important to tourism marketing management. On the question of
low expense of
oversea tourists,
this paper expounds the concept of foreign exchange earnings from tourism per head. Then, this paper analyses why
oversea tourists in Guangzhou have so
low expense, and thinks that unreasonable regional structure of tourist market,low nonbasic tourist expense, the bad service of lavatories and sight spot, few tourists staying for overnight and the competition among tourist departments are the basic reasons. Finally, six suggestions are provided for the market development and economic effect improvement of Guangzhou's international tourism industry. The conclusions of this paper are: 1. Stabilizing and expanding the tourist market is the prerequisite for the development of Guangzhou tourism. The regional structure of Guangzhou tourist market is unreasonable. The proportion of Guangzhou international tourist should be increased. Oversea tourists should be the major tourist market. 2. The nonbasic tourist expense of Guangzhou oversea tourists is so low. The tourism image of Guangzhou should be a commercial city of south China. This paper gives the strategy of further market expansion, such as product enriching, brand setting up, selling channel spreading, etc. 3. There are two kinds of tourism attractions in Guangzhou, which have both domestic and international significance: 1) commercial culture and modern city landscape, and 2) relics of modern and contemporary revolution history. Tourist resource should be effectively explored and the number of oversea tourists stay in Guangzhou should be enlarged. 4. The service of lavatories and sight spot should be improved. More facilities for servicing tourists should be provided. 5. The unfair competition among tourist departments should be banished. New order of competition should be set up.