AbstractAs women's social status, educational level and the continuous improvement of income, women's tourism has gradually become a major tourist group. Because women at home have more and more decision-making power in the family travel decision-making, women play an important role. In this paper, sort out domestic and foreign research literature on female tourists on the basis of female tourists from the study of women's participation in tourism studies, women's tourism product marketing research is reviewed in three areas that the tourism enterprises should be from product design, marketing strategy, marketing tools several aspects such as starting to design products to meet the characteristics of women in tourism decision-makers. Summarizes the decision-making behavior of women in tourism law, tourism product development and design company, marketing reference.Key Words ： Female tourism, Female tourist decision-making, Marketing Strategy引 言 随着社会经济的进展，女性的社会地位有显著提高，女性的就业人数、受教育程度以及家庭收入的增加，特别是家庭可任意支配的收入明显改善，使女性在度假和公务旅游的人数呈上升趋势。 近些年来，女性在社会和家庭中也拥有更多的决策权，女性在社会或家庭中更是扮演着决策者的角色。随着旅游主体多样化的不断进展，女性旅游者已经逐步成为一个重要旅游群体，女性旅游者无论是公司旅游决策或者是团体、家庭旅游决策中都是起到决策者的作用。1.女性旅游进展与女性旅游者讨论评述 威挽(Vivian)等编的《旅游与妇女》是关于女性讨论的最早讨论专集之一1。它从旅游进展的角度论证了性别分析在旅游讨论中的必要性和适时性，强调在旅游进展中形成的性别关系是随着时间的进展而发生变化的。随着经济的进展以及妇女解放运动的开展，女性的社会角色越来越多样化。到现今，我国的女性也越来越独立自主，为社会的进展贡献着自己的力量。女性社会地位的提高、经济能力的独立、家庭结构的变化等原因, 使女性越来越成为旅游市场的主力军, 目前在一些经济发达国家, 女性旅游者的增长...
