基于游客购物倾向分析的旅游商品开发研究——以陕西为例

An analysis of tourism commodity market exploitation based on visitor shopping inclination:A case from Shaanxi Province

目的为了提高旅游商品开发水平,增加旅游收入。方法实地调查与心理行为分析相结合。结果调查可知,陕西旅游商品市场还存在特色不鲜明、主题不突出等问题;游客购物倾向分析揭示了旅游商品需求的主要决定因素包括相对价格、商品的特色、税率以及销售策略(即广告、公共关系、营业推广和人员推销)等。结论研究认为设计、生产、销售和行业管理等方面是提高旅游商品开发水平,增加旅游收入的主要途径。

Aim In order to improve the level of tourism commodity development and increase tourism revenues. Methods Field surveys and psychological behavior analysis. Results This survey shows that there are some problem is Shaanxi such as unconspicuous difference, no outstanding theme. Visitor shopping inclination analysis has revealed the main determinant of the commodity touring needs, including relative price, commodity characteristic, tax rate and selling tactics（ advertiserment, public relationship, business and salesman promoftion）. Conclusion The exploitation of Shannxi tourism commodity market through designing, production, selling and management.