张家界旅游商品市场供需分析及其对策——基于1100份游客问卷调查

Analysis of Market Demand and Supply of Souvenir in Zhangjiajie

我国拥有丰富的自然和文化旅游资源,旅游产业发展迅速,但旅游购物却是旅游产业链中的"短腿",旅游商品收入占旅游总收入的比重长期徘徊在20%左右,低于国际平均水平30%,比旅游业发达国家低20%—40%。且我国旅游商品辗转于"零团费"与"纯玩团"的困局,其前景堪忧。从游客对旅游商品需求调查入手,以张家界为样本,分析旅游商品供需中存在的主要问题及症结所在,以探求促进旅游商品产业发展的对策措施。

Due to the rich nature and culture resource, Chinese tourism developed quickly. But souvenir industry developed slowly. Souvenir industry income occupied tourism income was about 20 %. The ratio was under 30 % of international level and 20 %--40 % of developed countries. Souvenir shopping confronted complex future because of low cost of tourism. This paper analyzed the tourist＇ s questionnaires and problems of souvenir shopping in Zhangjiajie, put up some measures of prompting souvenir industry.