旅游景区游客购物体验质量研究——以槟榔谷黎苗文化旅游区为例

Study on the Quality of Tourists Shopping Experience in Tourist Attractions:a Case Study of Binglang Guli and Miao Cultural Tourism Area

购物是旅游活动的重要环节,也是旅游体验的组成部分,研究游客旅游购物的体验对于提高景区购物水平具有重要的现实意义。以我国首家民族文化型5A级景区——槟榔谷黎苗文化旅游区为例,从购物环境、购物设施、所购商品及购物服务四个方面对游客在景区的购物体验质量进行系统分析,发现游客购物体验质量整体较高,相比而言对景区购物设施的体验质量最高,购物环境次之,对所购商品及服务的体验质量较低,为此应完善旅游商品体验、营造感性的购物环境,同时加强管理、提供人性化服务。

Shopping is a very important part of tourism activities and it＇s also a component of tourism experience. Researching on the tourists＇ shopping experience to improve the shopping level of the scenic spots has important practical significance. Based on a study of the first national cultural 5 A scenic spot Binglang Guli and Miao cultural tourism area,this paper systematically analyzes tourists＇ shopping experience quality from four aspects： shopping environment, shopping facilities, purchased goods and shopping service. It is found that the overall quality of tourists shopping experience is higher. In contrast,the experience quality of shopping facilities is the highest,the second is the shopping environment,purchase of goods and services for the quality of experience is low.Therefore we should improve the tourism product experience, create a sensual shopping environment while strengthening management and providing personalized service.