基于游客购买偏好的旅游纪念品开发策略——以上党堆锦为例

Study on the Purchase Preference about the Tourist: A Case Study of the Shangdang Heap Brocade

随着我国经济的快速发展和人们生活水平的大幅提升,外出旅游和景区购物消费已经逐步成为普通百姓的一种休闲娱乐方式。在旅游过程中,购买当地具有典型代表意义的纪念品也成为很多游客的消费项目。因此,如何进行旅游纪念品的设计开发,不仅对于当地旅游业的宣传推广具有十分重要的意义,并且在一定程度上能够提升当地的经济收入。以山西长治地区的上党堆锦为实证研究对象,从个人购买偏好入手,通过实地调查的方式,对部分游客进行了问卷调查,并分析归纳了主要的影响因素。在此基础上,提出上党堆锦工艺品设计开发的策略。

With the development of the economy and the society, tourism has also made great progress. Especially ,the souvenirs are the most important component of tourism revenues. It not only enriches the tourism products and increases the destination income, but also can promote the promotion of local tourism. In this paper, by means of empirical study, with heap brocade as the research object, carry on the questionnaire survey, analysis and concludes the main influencing factors. On this basis, put forward to take heap brocade arts and crafts design and development strategy.