The Impact of Status Quo Bias on Tourist Motivation of Different Genders

ABSTRACT Previous studies on the tourism behavior of different gender tourists focused on the differences in tourism information collection, tourism motivation and purchase behavior in tourism. In this paper, the concept of status quo bias is introduced into the study of gender differences affecting tourism behavior, by investigating the relationship between the degree of status quo bias and the number of trips of different groups, it is found that the status quo bias of men is often greater than that of women, and the degree of status quo bias has a negative impact on the number of travel; by verifying the mediating effect of status quo bias, we find that when marketing for male consumers, we should pay attention to eliminate their status quo bias and compensate for the change of status quo in order to obtain better marketing effect; by studying the importance of gender differences on different tourism motivations, it is found that men and women pay different attention to relationship strengthening, natural scenery, isolation and romantic tourism motivation.