中国内地游客境外购物结构性数据分析与评价反思

Analysis and Evaluation of Structural Data on Overseas Shopping of Mainland Chinese Tourists

在国内9个城市的国际机场选取前往日本、韩国、美国、泰国等旅游目的地后返回国内的中国内地游客作为调查对象,进行了境外购物消费问卷调查。通过对境外人均购物花费、主要购物品类、购物品价差、购物品回流估算等一系列结构性数据进行收集统计,分析了内地游客在上述出境旅游目的地的购物消费特征,并对境外购物花费相关统计口径方法及境外购物现象本身形成了客观全面的看法,进而探讨引导境外购物消费回流的对策,并反思中国旅游业竞争力及相关行业竞争力的系统提升。

In this study,the mainland Chinese tourists who returned to China after traveling to Japan,South Korea,the United States,Thailand and other tourist destinations in nine international airports in China were selected,and a questionnaire survey on overseas shoppingconsumption was carried out.Based on the collection and statistics of a series of structural data,such as per capita shoppingexpenses,main shopping categories,price difference of goods and thereturn estimation of shopping goods,the paper analyzes the shopping consumption characteristics of the mainland Chinese tourists in the above outbound tourist destinations.It also forms an objective and comprehensive view on the statistical caliber method of overseas shopping expenses and the phenomenon of overseas shopping itself.With reflecting on the improvements of the competitiveness of Chinatourism industry and related industries,some countermeasures are suggested to guide the return of overseas shopping consumption.