关键词： 旅游者, 消费决策行为, 行为经济学

Abstract: Along with tourism developing and standard of living advancing,tourism consumption turns into an important part of consumption.People canonize rational behavior of tourist’s decision-making,but numerous tour information and diversification of tourism demand make it more difficult,and irrational behaviors of tourist’s decision-making becomes more prevalent.The characteristics of irrational behaviors of tourist’s decision-making are unilateralism of collecting information,blindness of discriminating information,simplicity  of choosing tour forms,irrationality to choose tour consumption structure,character of herding behaviors at choosing tourism products.The causes of irrational behaviors of tourist’s decision-making are analyzed with Behavioral Economics theory.As a result,to reduce irrational behaviors of tourist’s decision-making,we should normalize tour information,design reasonable tour products,cultivate healthy tour habits,advance tourism standard of behavior decision-making.

Key words: tourist, behavior of consumer&rsquo, s decision-making, behavioral economics