旅游者行为是一个集合的名称,它包括旅游前的决策行为、旅游景点的体验、体验评价和游后行为趋向等内容。文章在旅游者行为研究综述的基础上,探讨了求同心理在旅游者决策行为、消费行为、游后行为趋向三个方面中的表现及影响,发现在旅游者的行为中,求同心理与求异心理同样重要,求同心理并不是排斥求异与求新,而是对求异的补充与完善。 Traveler behavior is the name of a collection, which includes decision-making behavior before tourism, experience of tourist attractions, experience evaluation and post-wandering behavior and so on. On the basis of the summary of the research on the behavior of tourists, the article discusses the performance and influence of the same-place mentality in three aspects: the decision-making behavior of tourists, consumer behavior and the trend of post-tour behavior. It is found that in the behavior of tourists, It is equally important to seek different psychology. Seeking the same psychology is not exclusiveness and seeking exclusion. It is to supplement and perfect the difference.