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In recent years, there are tens of millions of couples registered for marriage each year, and "80" as a large social group into the marriage age, if the pending marriage groups assigned to an average of10years, which successively married, there are14million pairs newcomers each year. Therefore, this will give the wedding consumer industry has injected great vitality, accompanied by the wedding industry boom; honeymoon travel industry is also growing development."80generation marriageable youth groups increasingly facing difficulties in buying a house, buying a car, seeing a doctor, having children and economic pressure that they have old and young fed on. On the issue of marriage, they do not want the marriage to bear on a heavy economic pressure, thereby reducing the quality of life. Therefore a lot of "80" Choose to be "half-naked marriage" family, who get married with rings but without honeymoon. But in real life, there is a great contradiction between a strong wish of honeymoon and the low implementation rate of the honeymoon travel behavior. Therefore, this study attempts to understand and resolve this conflict through the research of "80" potential honeymoon tourists’behavioral intentions and the selection of honeymoon destination.This paper selects potential honeymoon tourists in Xi’an as the research object; the main research content is generated by the behavior of the wishes of the tourists, as well as the factors that influence destination choice. First, to investigate marriageable young people’s honeymoon travel behavior intention through a survey, including travel motivation, travel way, travel time, travel time, travel routes and travel spending and other related travel behavior survey. Secondly, to research potential honeymoon tourists’references of honeymoon travel destination choice, including geographical preferences, the preferences of the type of tourism resources, as well as destinations consumer preferences. Again, refer to the findings on interviews with potential honeymoon tourists and finishing about honeymoon travel, comprehensive proposed40impact factors that affect the honeymoon destination choice, by the quantitative analysis method to classify these40factors, according to the impact factor, clustering the potential honeymoon travel crowd, thus guiding honeymoon tourism product development, product updates, product upgrading and marketing of specific target groups. Finally, combine the results with social realities, corresponding countermeasures and suggestions for honeymoon tourism market situation and existing problems, improve honeymoon tourism market, including the development, construction and upgrading of tourist destinations, tourist routes development and design, as well as effectively honeymoon tourism marketing.The conclusions of this study are as follows:First, through the analysis of potential honeymoon tourists travel behavior intention, and the intention of the demographic characteristics of the respondents and their behavior cross-analysis found that the motives of the potential honeymoon tourists most important tourist relax; their more favored Visit way to travel; most dependent on tourism transport order of planes, trains and high-speed rail; prefer marriage leave during the honeymoon travel, followed at a convenient time in peacetime and paid vacation; the network way is the honeymoon tourists access to information is the most important the way, followed by family and friends, travel magazines and travel agencies; honeymoon travel spending is mainly used in the basic elements of the tourism accommodation, catering and transport.Second, through the choice of location and resource type of potential honeymoon tourists on travel destinations, the tourist destination preferences to analyze the characteristics found in the choice of a honeymoon destination, potential tourists prefer in abroad the greater the proportion of honeymoon travel and tourist attractions tourists than the city tourists; higher tourist income, want to go on their honeymoon tourists; potential honeymoon tourists most favored tourist destination resource type is a coastal city, followed by the town, tourist city, and Sea World; men Canyon, Wetland Park and name the pavilion was not interested in a variety of resource types, while the women will not choose relics site museum and Virtual Landscape performances as own honeymoon destination resource type.Third, by factor analysis of the40factors that affect the choice of honeymoon tourists travel destinations, draw influence destination choice10Impact Factor:natural environment, promotional information, accommodation, transport, security services, culture and entertainment, income and consumption, people and economy, road distance, trip calendar with time and the views of others.375potential tourists cluster analysis to respondents divided into four different types of tourists:cautious tourists, city-prone tourists, sensible enjoy the type of tourists and impulse but love the natural type of tourists.The suggestions of promoting honeymoon tourism development presented in this paper are:(1) the design and development of tourism products to meet the specific needs of tourists.(2) the development of a suitable way to travel, to enhance the autonomy and convenience.(3) Select the channels for the dissemination of the information to shape good word of mouth.(4) emphasis on the comfort of the run, and improve the quality of food, housing elements.(5) targeted to the development of tourism, the to meet tourists demand preferences.(6) for different types of tourists, tourism marketing.(7) to shape a distinctive tourist image, to form a unique brand.(8) continue to improve the vacation system, trip rate increase honeymoon travel.
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