基于旅游体验和扶贫功能导向的山区景点购物者分类研究——以泸沽湖景区为例  

Developing a Typology of Shopping Tourists in Mountain Scenic Spots Based on Tourism Experiences and Function of Poverty Alleviation:A Case of Lugu Lake,China

作　　者：林铄脉 李立华[1] 黄茄莉[1] LIN Shuomo;LI Lihua;HUANG Jiali(Institute of Mountain Hazards and Environment,Chinese Academy of Sciences,Chengdu 610041,China;University of Chinese Academy of Sciences,Beijing 100049,China)

机构地区：[1]中国科学院、水利部成都山地灾害与环境研究所,成都610041 [2]中国科学院大学,北京100049

出　　处：《山地学报》2019年第5期758-767,共10页Mountain Research

基　　金：国家自然科学基金项目(41071091)。

摘　　要：购物是旅游体验的延伸,也是山区贫困人口进入旅游经济最直接的途径,具有旅游体验和地区扶贫的双向功能.本研究以泸沽湖景区为例,获取206份抽样调查样本数据,根据动机理论,采用探索性因子分析法和K-均值聚类法对我国西部民族偏远山区景点游客的购物动机及其购物偏好行为特征进行分类研究,并探讨了游客对流动摊贩的态度看法.结果表明:(1)游客动机水平可细分为工具型、体验型和社会型三层面,得分均值分别为4.05、3.08和2.64.(2)根据各水平动机得分可识别出实用型、成熟型和积极型三类旅游购物者,人数占比分别为31.06%、38.35%和30.58%.三类购物者均非常注重带有文化符号元素的商品工具性价值,在性别、商品属性、购买形式、购物花费方面存在显著差异,有占比68.93%的成熟型和积极型购物者存在明显的体验性需求.(3)对流动摊贩持正面看法的游客明显较多,尤其是成熟型和积极型购物者看法更为友好,显示我国西部民族偏远山区游客趋于成熟,具有一定的社会责任意识,流动摊贩可成为地区扶贫主要方式.本文对如何实现山区旅游购物的高质量可持续发展提出若干对策建议,为拓展西部山区的旅游购物扶贫路径和旅游市场环境整治提供理论依据.Shopping constitutes an integral component of tourism experiences and it serves as a direct connection of poor mountain community to tourism industrial chain.Tourist shopping has two major functions,tourism experience and poverty alleviation.Based on shopping motivations,this study focused on the typology of tourist shoppers and their preferences in Lugu Lake scenic spot,which located in a remote mountainous area in western China.The data analysis methods of exploratory factor analysis and k-means clustering algorithm were used in this study.Different tourists show different attitudes on shopping motivations,preferences and attitudes on itinerant vendors,so another main purpose of this study is to investigate different groups of tourists’shopping characteristics by market segmentation method.In this research,206 questionnaires were collected.The results showed that:(1)Tourists’motivations could be divided into three levels,i.e.instrumental motivation,experiential motivation and social motivation,the average scores of which were 4.05,3.08 and 2.64 respectively based on 5-items Likert scale.(2)Three groups of tourist shoppers were separately marked off by clustering analysis,functional(31.06%),mature(38.35%)and active tourist shoppers(30.58%).Although they had the similar instrumental motivation,especially for the commodities with cultural symbol meanings,significant differences could be found in terms of their gender,choose of commodity attributes,purchase sites and expenditures.Moreover,it was found that68.93%of the functional and mature tourists are motivated by experiential motivation.(3)Mature and active shoppers showed more positive attitudes towards itinerant vendors,which demonstrated that the tourists in this remote mountainous area in western China tended to be mature and had certain social responsibilities.Some suggestions on how to develop more high-end and targeted tourism products and achieve high-quality and sustainable tourist shopping had been put forward in the final part of this study.

关 键 词：购物动机 山区扶贫 旅游购物 市场细分 

分 类 号：F590.8[经济管理—旅游管理]