Survey on Tourism Willingness, Preferences, and Influencing Factors of Residents in Zhejiang Province under the Vision of a Better Life

The tourism industry is closely related to the highly developed socio-economic quality, and how to grasp consumers' travel intentions and preferences is the key to promoting the economic recovery and development of the tourism industry. This article takes residents in Zhejiang Province as an example and conducts a questionnaire survey from June to October 2023 to deeply explore their travel intentions and preferences after 2023. Fifteen key indicators are selected to construct an evaluation index system for the influencing factors of residents' outbound tourism. Factor analysis is used to extract the influencing factors. The results indicate that after 2023, the general willingness of residents in Zhejiang Province to travel has increased, and there have been significant changes in the sources of destination information and booking channels for tourism preferences compared to before. Factors affecting Zhejiang residents' travel abroad include comprehensive tourism services, travel behavior preferences, and tourism promotion methods. Finally, based on the research results, countermeasures and suggestions are proposed.