免税购物对旅游目的地带动效应研究——基于消费者行为的视角

Driving Effect of Duty- Free Shopping on Tourism Destination——From the Perspective of Tourist Consumption Behavior

通过实证研究,以海棠湾免税店为例,从消费者行为的视角测量免税购物对旅游目的地游客数量、其他景点消费、旅游目的地重游率和口碑效应三方面的带动效应。调研数据显示:免税购物对旅游目的地游客数量的拉动作用小;免税购物可带动旅游目的地其他景点消费;且免税购物与旅游目的地重游率和口碑效应均有显著正相关。在此基础上,为提升离岛免税购物对当地旅游业带动效应提出对策。

Through empirical research on Haitang Bay duty- free shop and from the perspective of consumer behavior,the thesis measures the effect of duty- free shopping on the number of tourists,other attractions consumption,and the tourism destination revisit rate and word- of- mouth effect. Statistical analysis show： duty- free shopping has small function on attracting tourists; duty- free shopping can drive consumption of other attractions in tourism destination; and expectation has significantly positive relation with revisit rate and word- of- mouth effect. On this basis,this paper gives suggestions on how to improve the driving effects of duty-free shopping on local tourism.