自驾车旅游购物消费行为研究──以少林寺景区为研究对象

On Purchase Consumption Behavior of Self-driving Tour——a Case Study of Shaolin Temple

本文在问卷调查的基础上,对少林寺景区自驾车游客购物行为进行了实证分析,得出自驾车游客购物行为特征主要为:大部分游客愿意购物或者对购物没有排斥的倾向;决策自主性较强;比较重视旅游商品的纪念性,对服务的要求高;自驾车游客可接受的旅游商品单价为中等水平;最喜欢购买土特产品;对旅游购物场所的偏好较多集中在旅游景区、百货商场以及商业街;遇到不合格的旅游商品,较少有游客进行投诉。并针对旅游购物市场存在的问题,从六个方面提出了相应的建议。

Based on the questionnaire study and empirical analysis of self-driving tourists＇ purchase behavior, the paper discusses the characteristics of self-driving purchase as follows and puts forward suggestions in order to solve the existing problems： the majority of the tourists are willing to buy goods or do not reject the idea; tourists are independent in decision-making and pay due attention to souvenirs and high-standard service; the price for each item tourists can afford is at medium level, tourists＇ favorite items are specialties which are mainly bought in scenic spots, department stores and business streets; tourists complain little about lowquality goods.