旅游购物商品的市场吸引力评价与提升策略——以南阳市为例  

Evaluation Indicator System and Promotion Strategy of Market Attraction about Tourist Shopping Commodity:Take Nanyang City as an Example

作　　者：刘竞 李瑞[2] LIU Jing;LI Rui(School of Business Administration,Zhejiang University of Finance and Economics,Hangzhou 310018,Zhejiang,China;School of Geography Science and Tourism,Nanyang Normal University,Nanyang 473061,Henan,China)

机构地区：[1]浙江财经大学工商管理学院,浙江杭州310018 [2]南阳师范学院地理科学与旅游学院,河南南阳473061

出　　处：《经济地理》2022年第12期224-231,共8页Economic Geography

基　　金：国家社会科学基金青年项目(20CJY051)。

摘　　要：随着游客购买力的提升和旅游商品市场的繁荣,旅游商品在旅游产业要素中的地位不断提升。文章对狭义旅游商品的概念和内涵进行了讨论,运用文献分析和专家咨询方法建立旅游购物商品市场吸引力评价指标体系,基于AHP综合评价法和德尔菲法构造判断矩阵并确定评价因子的权重。根据典型性和数据获取的便利性,运用评价指标体系实证分析南阳市旅游购物商品。结果显示,南阳市旅游购物商品文化内涵丰富、地域特色鲜明、农副产品比例高、实用功能强,但在审美与创意、旅游市场与目的地经济水平、营销推广以及游客感知与美誉度等方面存在不足。在结果分析的基础上提出以下策略:提高农副产品、康养保健品在生产、包装上的审美与创意水平以及使用的便利性,多渠道多形式进行宣传营销,利用丰富的文化资源壮大文创产品市场。With the increase of tourists’ purchasing power and the prosperity of tourist commodity market, tourist commodity plays an increasingly important role in the tourism industry elements. This paper discusses the concept of tourism commodities from a narrow sense,builds the evaluation indicator system of tourist shopping commodity’s market attraction by the methods of literature analysis and expert consultation,and determines the weight of the evaluation factors by applying the AHP comprehensive evaluation method and Delphi model. Based on the typicality and the convenience of data acquisition, it empirically analyzes the market attraction of tourist shopping commodity of Nanyang City. The results show that the tourist shopping commodities in Nanyang have several characteristics, such as rich cultural connotation,distinct regional features,high proportion of agricultural and sideline products and strong practical function.Meanwhile, there are also some weakness in terms of aesthetics and creativity in product, the economy level of tourism destination market, marketing and promotion, tourist perception and product reputation. According to these evaluation results, it puts forwards several strategies to promote the attraction of tourist shopping commodity market in Nanyang:improving the creative level and convenience of the product packaging for suitable needs of the tourism market,utilizing rich cultural resources to expand the market of cultural and creative products,marketing with multiple channels and forms.

关 键 词：旅游购物商品 市场吸引力 评价 创意 地域特色 农副产品 旅游消费 

分 类 号：F59[经济管理—旅游管理]