目前,我国旅游市场的竞争日益加剧,广大的女性市场极具消费潜力,成为旅游企业关注的重要客源。中国女性旅游消费者心理各有不同,对应的消费行为也不同。只有抓住女性旅游者的消费心理,针对性的应用恰当的市场营销策略,才能最终帮助旅游企业在激烈的市场竞争中取得优势。 At present, the competition in China’s tourism market is getting more and more aggravated. The vast female market has great potential for consumption and has become an important source of tourists’ attention. Chinese women travel consumers have different psychology, the corresponding consumer behavior is also different. Only by seizing the consumer psychology of female tourists, targeted application of appropriate marketing strategies can ultimately help tourism enterprises in the fierce market competition advantage.