Abstract: A survey was conducted among 500 tourists with experience in or motivation for cultural tourism, and 466 questionnaires
were valid. The data was analyzed with SPSS 19.0 for factor analysis, Pearson correlation and regression analysis. The results show that
tourists' decision-making in cultural tourism is influenced by five factors, including publicity and promotion, price level, culture and
environment of the place, and emotional demands of the tourists, and that the five factors have significant correlations with tourists'
decision-making in cultural tourism. Only by strengthening the publicity, exploring and promoting the cultural connotation of the
tourist attractions, creating good environments, perfecting pricing mechanism in the markets, can the quality of tourists' decisionmaking
be improved.

Key words: tourist decision-making, cultural tourism, influential factor