丽江市土特产市场游客购买行为实证分析

Empirical Analysis of Tourist Purchasing Behavior in Local Specialty Markets of LiJiang

为研究丽江市土特产市场游客购买行为的概况及特点,并寻求丽江市土特产市场未来的发展路径,采用问卷调查的实证研究方法。调查发现丽江市土特产市场的游客购买行为的特点:购买意愿强、购买动机多元化、文化内涵和地方特色对购买决策影响大、体验式购买倾向明显等。丽江市土特产市场未来的发展应紧密结合旅游业,依托全域旅游、智慧旅游、文化旅游等旅游新趋势,在打造滇西北土特产集散基地的基础上向打造滇藏川土特产集散基地推进,以此推动丽江市旅游业转型升级、促进旅游收入持续增长。

Using empirical analysis method of questionnaire to study the general situation and characteristics of tourists’ purchasing behavior in local specialty market of Lijiang and to seek the future development path of Lijiang local specialty market, this article adopts an empirical research method by surveys. Through investigation, the tourists’ purchasing behaviors in Lijiang local specialty market were shown as the following: strong purchase intention;diversified purchasing motivation, great influence of cultural connotation and local characteristics on purchasing decision, and obvious tendency of experiential purchasing. The study conclusion refers to the future development of local specialty market in Lijiang should be closely combined with tourism industry. Relying on the new tourism trends, such as whole-area tourism, intelligent tourism, cultural tourism, and on the basis of establishing the distribution base of local specialties in northwest Yunnan to promote the development of the distribution base of local specialties in Yunnan, Sichuan and Tibet, which will push transformation and upgrading of Lijiang tourism industry and promote sustainable growth in tourist income.