不同目的旅游者购物行为差异研究——以安徽屯溪老街为例

BUYING BEHAVIOR DIFFERENCE STUDY OF TOURISTS WITH DIFFERENT PURPOSES——A CASE STUDY OF THE OLD STREET IN TUNXI,ANHUI

目的是预测消费者行为的有力工具之一,不同目的消费者行为差异的研究对于制订旅游营销策略有着重要作用.本文选取安徽省黄山市屯溪老街旅游者为研究对象,引入消费者购物的EBM模型,对不同目的旅游者在购物各个阶段上的行为差异进行了研究.所用数据来自实地问卷调查,利用SPSS软件对数据进行统计分析.通过对购物行为差异的分析,验证了目的可以作为预测旅游购物行为的工具,同时针对不同目的旅游者购物行为的特点提出了营销建议.

Purpose is one of the most powerful tool to predict customer＇s behavior.Study on differences among tourists with different purposes is of vital importance for making tourism marketing strategies.The EBM model had been incorporated to analyze different buying behavior of tourists with different purposes.Survey data from tourists in Old Street in Tunxi,Anhui was processed in SPSS for analysis.The predictive power of purpose in tourist behavior has been testified.Some marketing suggestions were also proposed according to this paper＇s findings.