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

作　　者：黄丹 李东[1] 刘丽丽 代传煊 Huang Dan;Li Dong;Liu Lili;Dai Chuanxuan(school of Tourism,Xinjiang University of Finance and Economics,Urumqi 830012,China)

机构地区：[1]新疆财经大学旅游学院,新疆乌鲁木齐830012

出　　处：《洛阳师范学院学报》2021年第7期18-23,共6页Journal of Luoyang Normal University

基　　金：新疆维吾尔自治区自然科学基金项目(2020D01A37);新疆维吾尔自治区高校科研计划项目(XJEDU2020SY017)。

摘　　要：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.

关 键 词：女性游客 旅游纪念品 购买动机 购买行为 

分 类 号：F592.7[经济管理—旅游管理]