西安市国内游客旅游购物决策风格研究

Research on the Shopping Decision-making Style of Domestic Tourists in Xi’an

对500名赴西安市旅游的国内游客的旅游购物决策风格进行了调查,通过因子分析发现西安市国内游客具有7种购物决策风格,包括决策困惑或冲动、追求品质与享受、谨慎与实用、追求新奇、保守与理性、价格敏感、自主与成熟,针对不同的旅游购物决策风格,探讨了与其相对应的营销策略。

This paper invests the shopping decision-making styles of 400 domestic tourists in Xi’an City, and through the factor analysis, finds out that the domestic tourists in Xi＇an City have seven shopping decision-making styles, which include the confused or impulsive decision-making style, quality and enjoyment pursuing style, prudent and practical style,novelty pursuing style, conservative and rational style, price-sensitive style, independent and mature style, and in the lightof different shopping decision-making styles of the tourists, probes into the corresponding marketing strategies.