Research On Tourism Shopping System

China is now faced with the sluggish development both in theoretical research and industry in term of tourist merchandise. This paper mainly deals with tourism shopping system, tourist shopping decision process, tourist merchandise, tourism shopping industry and souvenir retailers. The implications to tourism shopping industry are especially stressed throughout the paper. Besides, the tourism shopping theory is formed on the concepts and principles of tourism, consumer behavior, marketing and economic location.The whole paper is divided into 5 parts. They are as follows: Part I mainly discusses tourism shopping system and tourists' demand for destination shopping. Tourism shopping system is composed of 3 parts, namely, origin system, tourism shopping supply system and tourism support system. Only by coordinated growth of 3 parts, can the healthy system be achieved. Empirical study finds tourists' demand for destination shopping increases if tourists have a higher level of income, and travel more.Based on the comprehensive review of related literature both at home and abroad, part II reestablishes the definition of tourist merchandise. Tourist merchandise refers to not only the commodities a tourist buys during the tour, but also the stuff he purchases before the trip as preparation. Yet food, drinks and any kind of buying with business purposes are excluded. The innate character of souvenir is an area's inherent, distinctive and unique character, which is reflected at 5 aspects.Part III draws a conclusion on the characteristics of tourism shopping decisions. And empirical study carried out at Xi'an city brings a lot of important results. First, compared with the common consumer behavior, tourism shopping behavior is less prudent. Second, tourists' repeated buying at the same destination happens less. Third, as for Xi'an residents, the most expensive and the most commonly-bought souvenirs cost less than?100. Fourth, the recommendations and introduction of the relatives, friends and companions are the most popular ways tourists get information about tourist merchandise. Last, memorizing travel experience and giving gifts are the most important shopping motives.Part IV queries 2 popular statements, and introduces 2 creative ideas. One is that tourist-merchandise-manufacturing enterprises should not be excluded from tourism shopping industry, the other is tourists' shopping share of overall receipts could not give a big picture of the development of tourism industry of a certain area. Whether the expenditure pattern, the area or the principal tourism products differs greatly should be also taken into consideration. Taking Xi'an as an example, this paper argues the location of souvenir retailers. Generally speaking, these shops are located on the routes where tourists move. The shops aiming at organized groups usually either lie on the way to or are very near to the scenic spots. The shops on the outskirt of tourist attractions densely scatter from the bus tops to the entrance of scenic spots. Because most tourist shops in China serve only tourists, a shopping center for both local residents and tourists is to be built.In PartV, the entire article ends with a summary.