旅游目的地游客购物体验影响因素的实证研究——基于北京、云南、四川部分景区的调查数据

Empirical Studies on Determinants of Tourist Shopping Experience in Tourist Destinations: Based on Survey Data Collected from Part of Scenic Spots in Beijing,Yunnan Province and Sichuan Province

在体验经济时代,游客对旅游商品和服务体验的追求给旅游目的地的发展带来了新的理念和变化,体验旅游将成为未来旅游的主流。游客体验作为一个关键的价值决定因素,影响着游客的最终购买决策。目前尚无专门针对旅游目的地游客购物体验影响因素的实证研究。笔者在梳理现有相关文献的基础上,构建了旅游目的地游客购物体验影响因素结构模型,并以北京、云南、四川部分旅游景区的调查数据为依据,对游客购物体验影响因素及其影响机制进行了实证研究。实证研究发现,游客个人因素包括游客的性别、学历、收入等都会影响游客的购物体验;旅游目的地的商品、销售环境、购物服务及其文化因素对游客购物体验产生重要影响。按照对游客购物体验影响的重要程度,旅游目的地因素从大到小依次排列是:商品因素、环境因素、服务因素、文化因素。这一排列顺序凸显了旅游目的地游客购物体验影响因素的独特性。针对研究结论,笔者提出了旅游目的地改善游客购物体验、促进旅游购物市场发展等相关建议。

In the era of experiential economics,the pursuit of tourism commodity and service experience from tourists brings new concepts and changes in development of tourist destinations.Experiential tourism will become the main stream of future tourism.Tourist experience acts as a significant determinant of value in the final decision-making of tourist shopping choices.Moreover,there is hardly any empirical research specifically targeting determinants of tourist shopping experience in tourist destinations in previous literature.On the ground of analysis of extant studies,a structural model of determinants of tourist shopping experience in tourist destinations is established in this paper.According to survey data collected from part of scenic spots in Beijing,Yunnan Province and Sichuan Province,this paper employs empirical research on determinants of tourist shopping experience and its influential mechanism.Through empirical research,factors of individual tourist including sexuality,educational level,income and etc.will exert an influence on tourist s shopping experience;commodities of tourist destinations,sales environment,services and its cultural factors will significantly affect the tourist shopping experience.Ranked in the order of importance,the following factors of tourist destination is listed as:commodity factor,environmental factor,service factor and cultural factor.This rank of order emphasizes the uniqueness of those influential factors of tourist shopping experience in tourist destination.Drawn from this research,this paper then proposes strategies in the purpose of enhancing tourist shopping experience and promoting development of tourism shopping market for tourist destinations.