The consumer is assumed rational, and pursuit of self-utility maximization in Western Economics. Along with the rise of China's mass tourism, the travel consumer group becomes very compelling, but there are lots of criticisms of irrational consumption as follows, blind imitation consumption, vanity consumption, excessive concerning about price, travel space and time selection unreasonable, consumption structure of eating, accommodation, travel, sightseeing, shopping and entertainment is irrational and alienation travel content, tourists are implementers and responsible persons for irrational tourism consumption. The author believes that it is not tourists that should be the main responsible for irrational tourism consumption, which is related to the immaturity of the whole tourism market, national policies and misconduct of tourism enterprises. Improving tourism supply, ensuring reasonable holiday system and establishing tourism center can make tourism consumption more reasonable and healthy. Accompanied by the gradual maturity of China's tourism industry, tourism consumption, as a high level of consumption, will incline to be rational.
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