基于女性游客视角的旅游纪念品购买行为研究--以天山天池景区为例

Study of the Tourists’Souvenir Purchase Behavior from the Perspective of Female Tourists-Taking Tianchi Scenic Spot of Tianshan Mountain as an Example

以天山天池景区为例,以不同年龄段的女性游客为研究对象,从感知有用性、购买便利性、快乐、功能价值四个维度探究女性游客购买行为的影响因素。基于实证研究对目的地旅游业游客典型特征进行分析,并提供建议:选择合理的营销手段;掌握游客需求,强化创新并注重设计;营造良好的购物环境,提升购买便利性。

Taking Tianchi scenic spot of Tianshan Mountain as an example,this paper takes female tourists of different ages as the research object to explore the influencing factors of female tourists’purchase behavior from dimensions of perceived usefulness,purchase convenience,happiness and functional value.Based on the empirical research,the typical characteristics of tourists are analyzed and proposals are made for the development of the tourism in this area,including choosing reasonable marketing means,knowing well tourists’needs and emphasizing innovation and design,creating a good shopping environment and improving the convenience of shopping.