游客旅游购物决策风格的差异性——以西安市为例  

Differentiation Analysis of Domestic Tourist Shopping Decision-Making Style in Xi′an

作　　者：杨瑞[1] 胡小芳 

机构地区：[1]西安文理学院旅游与环境系,西安710065 [2]西安工程技术学院教务处基础教研室,西安710065

出　　处：《宜宾学院学报》2012年第3期73-80,共8页Journal of Yibin University

摘　　要：以西安市国内游客作为研究对象,通过主成分分析法和非参数检验的方法,对游客旅游购物决策风格类型进行了实证分析,结果显示,游客的旅游购物决策风格类型可划分为七大类,分别是决策困惑与冲动型、追求品质与享受型、谨慎与理智型、追求新奇型、从众与保守型、价格敏感型、自主与成熟型。其中"自主与成熟型"、"从众与保守型"、"谨慎与理智型"、"追求新奇型"购物类型在性别、个人月收入、年龄和受教育程度方面呈现出显著差异,男性及年龄偏大游客对旅游购物持谨慎与保守的态度,而收入和受教育程度越高的游客喜欢高品质旅游产品,消费较为成熟。Taking domestic tourists shopping style as the research object, by principal component analysis and the non- parametric test method, a positive analysis is made for tourists traveling shopping style type, and the conclusion is that tourists travel shopping type can be divided into seven classes, namely the decision-making confusion and reflective, the pursuit of quality and enjoy type, the cautious and cerebral type, the pursuit of new type, the conformity and conservative type, the price sensitive type, and the independent and mature type. Among them, the ＂independent and mature type＂, the ＂conformity and conservative style＂, the ＂cautious and cerebral style＂ and the ＂pursuit of new type＂ have significant differentiation in the sex, the personal income, the age and the education degree. The male tourists＇ and the older tourists＇ attitudes towards tourism shopping are more cautious and conservative, and the higher-income and highly educated tourists prefer the good quality tourism products, and their tourism consumption is more mature than that of others＇.

关 键 词：旅游购物 决策风格 国内游客 主成分分析 

分 类 号：F592[经济管理—旅游管理]