An analysis of leisure tourist consumer behavior of single women based on the S-O-R model system

Single women´s decision-making of leisure travel and tourism is affected by the overall image of the tourist place and playmates,and their consumer behavior is affected by their personalities and people who have leisure tourist experiences. Single women prefer good, fashionable and romantic tourist projects. When they are dissatisfied with the tourist experiences, they usually have recessive complaints. In order to develop the market of single women´s leisure travel and tourism, several factors are to be considered, such as program design for single women´s leisure travel and tourism, opening professional tourism website for women, applying Color Marketing strategy, setting up Blog Marketing and paying attention to Word-of-Mouth Marketing, optimizing single women´s post-impression´, concern about health services and strengthen security services.