北京旅游纪念品市场消费满意度实证研究

Research in Consumer Satisfaction of Souvenir Market in Beijing

基于对北京5个重点景区游客的随机问卷调查,同时借鉴美国顾客满意度指数ACSI模型,构建了包括旅游纪念品感知特色、感知质量、感知价值和总体消费满意度在内的北京旅游纪念品市场消费满意度测评模型,并利用SPSS和AMOS软件对北京旅游纪念品市场发展现状进行评价与研究。在此基础上,以北京旅游委特色旅游开发项目"北京礼物"为重点案例,与北京总体旅游纪念品市场满意度现状对比分析,结果表明,"北京礼物"在感知价值和感知质量测量指标上的优势决定了其远高于市场平均水平的满意度,深入挖掘"北京礼物"的商业模式对旅游纪念品行业有重要意义。

According to the database of the randomly sent questionnaires in 5 main scenic spots in Beijing, we built a Beijing tourism souvenir market consumer satisfaction assessment model based on classic ACSI model. This model includes Perceptual Characteristics, Perceived Quality, Perceived Value, and Overall Consumer satisfaction. We use SPSS and AMOS to evaluate the situation of Beijing tourism souvenir market. Then we use the result to assess Beijing Gift Company, which is developed by Beijing municipal commission of tourism development. Compared with the situation of Beijing general tourism souvenir market satisfaction, we draw the conclusion that Beijing Gift Company has relatively high scores in Perceived Quality and Perceived Value, which demonstrated their higher Overall Consumer satisfaction. It has a profound significance to research deeply in the business model of Beijing Gift Company.