旅游者购物偏好行为研究——以西安入境旅游者为例

A Study on the Shopping Preference Behavior of Tourists——A Case of Inbound Tourists in Xi'an

明确旅游者对旅游商品的偏好对旅游目的地旅游业发展具有重要的意义。本文在综合分析了构成旅游者偏好各心理变量的基础上提出了以认知导向为主的旅游者偏好定义。同时,在测度方法上发展了亲(疏)景度的测度方法以适应旅游者行为问卷调查分析的需要。以此为基础分析了2006年西安入境旅游者问卷调查资料后发现:入境旅游者来华前的旅游购物偏好明显高于旅游后的旅游购物偏好,其主要影响因素是旅游者对旅游目的地相关信息掌握程度所导致的认知偏差及旅游目的地体验质量的高低程度;旅游者购物偏好在社会人口结构特征上没有明显的变化规律,呈多态化;入境旅游者对我国的手工艺品、中药保健品和食品类旅游商品呈高偏好度;其购物偏好具有明显的地域相邻相似的特点。最后,提出了本研究的不足及我国旅游商品开发应遵循旅游者购物偏好规律的建议。

Having a clear-cut understanding of the tourists＇ shopping preference behavior is of great significance to the development of tourism industry in tourist destinations. The paper, based on the comprehensive analysis of the psychological mental factors of tourists＇ preference, puts forward the definition of tourists＇ preference which is cognitive oriented and develops the measurement of ＂Preference Scale＂ to adapt tourists＇ behavior. Based on the to the questionnaire survey from survey data in inbound tourists＇ behavior in Xi＇an in 2006, we find that their shopping preference before coming to China is distinctly higher than that after the visit. The main influencing factor is the cognitive difference caused by the limitation of related tourist information about a tourist destination and their experience quality about the destination. There is not any evident regulation of changes in terms of demographic character. Their shopping preference is diversified. They are fond of Chinese handicrafts, traditional medicinal herbs and foodstuffs. In the end, the paper refers to the defects of this study and puts forward suggestions about the development of tourist commodities that should conform to the shopping preference of the tourists.