机场购物氛围与纪念品属性会影响游客旅游纪念品消费吗?——基于贵阳龙洞堡机场的问卷调查

Will Airport Shopping Atmosphere and Souvenir Attributes Affect Tourists’ Consumption of Souvenirs?——Based on a Questionnaire Survey at Guiyang Longdongbao Airport

旅游纪念品已经成为国内旅游市场重点开拓的新支点,机场、高铁站等交通枢纽也开始承担起旅游纪念品销售推介的功能。贵州作为国内重要旅游目的地,明确提出开展特色旅游纪念品进机场等“八进”行动。基于此,本文通过对贵阳龙洞堡机场游客的问卷调查,利用二元Probit模型,对游客机场旅游纪念品消费进行了考察,得到如下结论:购物氛围与纪念品属性均会对游客消费行为产生正向影响;游客对贵州旅游纪念品的了解程度,对纪念品属性与消费行为关系产生了正向的调节作用;而机场物理环境对纪念品消费没有表现出显著影响。针对上述结论,本文提出了打造旅游纪念品区域公共品牌、规范开发设计、开辟旅游地主题商业专区、实现“同城同质同价”等政策建议。

Souvenir has become a new impetus for the development of domestic tourism market,and transportation hubs such as airports and high-speed railway stations begin to play the role of souvenir distribution channels.As an important tourist destination in China,Guizhou has already proposed“eight-step”actions such as selling typical tourist souvenirs at the airports.The purpose of the auhor is to analyze what factors influence tourists’consumption of souvenirs at the airport.Data were collected from tourists at the Guiyang Longdongbao Airport.The result of binary Probit model indicated that shopping atmosphere and souvenir attributes both have a positive influence on tourists’consumption behavior.Tourists’knowledge of souvenirs has a positive adjustment effect on the relationship between the attributes of souvenirs and consumption behavior.However,the physical environment of the airport shows no significant effect on souvenir consumption.Based on these conclusions,we put forward some policy suggestions,such as building the regional public brand of tourist souvenir,standardizing the development and design of tourist souvenir,exploiting characteristic commercial zone of tourist destination,and implementing policy of“same city with same quality and same price”.