旅游购物体验实证研究——以屯溪老街为例

Empirical Research on Tourist Shopping Experience——A Case Study of Tunxi Old Street

在文献综述的基础上,以屯溪老街为例,运用单因素方差分析方法,从旅游主客体两个方面探讨了旅游者的购物体验及其差异性。在主体方面,旅游者的职业、收入、年龄等社会经济属性和游览时间、购物花费等旅游行为特性变量构成了购物体验的差异性因素;在客体方面,旅游者对于老街的购物环境、商品和服务属性方面的体验差异性显著。最后有针对性地提出了管理措施。

Based on reviewing of documents rehting to tourist shopping experience and satisfaction,this paper taking Tunxi Old Street as an example,explored tourist shopping experience from perspective of tourist and tourism object.It revealed that significant difference in tourist shopping experience exists due to tourists, social economic variables including age,income, occupation and tourist＇s behavioral variables including touting time and shopping spendlng,and difference of tourist shopping experience about shopping environment and commodity and service attribute was also significant. At last,the authors put forward the specific management measures in order to enhance the quality of tourist shopping experience.