旅游者购物行为特征研究——以无锡为例

A Study on the Characteristics of Shopping Behavior of Tourists ——Taking Wuxi as an Example

旅游购物正在受到越来越多学者和实践者的关注,但在我国仍处在一个相对低的发展水平。由于研究能力和时间财力有限,笔者无法进行全面综合的系统性研究,只能通过对单个城市进行样本研究。无锡作为旅游业比较发达的中小城市之一,其旅游者仍然以观光型游客为主,尽管不能以偏概全,但相信仍能对类似城市起到一定的启示和借鉴作用。本文通过对来无锡旅游的游客进行问卷调查以及有选择性地进行访谈来搜集第一手资料,统计了142位游客的基本资料、旅游动机和旅游购物行为表现特征等方面,并对统计数据用SPSS软件进行了分析。

Shopping in tourism industry has been getting more concerns among scholars and staffs in the industry. But it is in a relatively lower level in China now. This article is focused on a chosen city as an example. Wuxi, as a middle-sized city, is one of the developed cities in tourism. Visitors in Wuxi are mainly sightseeing-oriented. Although this research on Wuxi can not cover every type of shopping models, it is still a meaningful example for other similar cities to learn. This article makes a survey and talks with some visitors and tourists in Wuxi in order to get the first-hand data. Altogether 142 visitors and tourists are asked to make the survey. Data of their basic information, tour motivations and characteristics of their shopping activities is analyzed by SPSS.