Research On Shopping Experience

Tourist shopping is a main part of tourism products. For our country, it's not entertained with enough attention. Now the income of shopping is just a small proportion of the total tourism income. But the tourist shopping is not only the strategic choice for the tourism industry to be developed in intensified way, but also the growing point of foreign exchange. So we should breed it to be the fourth backbone in the tourism industry after hotel, communications ad travel agencies.Now experience economy has already come. In 1998, B. Joseph PineⅡand James H. Gilmore put forward the idea that economy today is the experience economy appearing after the agrarian economy, the industrial economy and the service economy in their article titled WELCOME TO THE EXPERIENCE ECONOMY. From then on, it attracts the extensive concerns of domestic and international researchers and commerce personages to experience economy. Under the experience economy, more and more tourists concern not only the results of shopping, but also the process of it. There are many factors which affect tourists'thoughts and behavior on shopping.So it would be the new bright spot of tourism-consumption and the increasingly new point of tourism economy in the short future. In the course of developing and marketing, it is very important for tourism enterprises to consider the factors that affect tourist experience utility and how to maximize the experience utility.This thesis has three research approaches, namely normative analysis, on-site investigation and statistical software analysis. It comprises three parts: tourist shopping and tourist experience theory framework, data analysis by SPSS and ASEB, and the suggestion for the development of shopping based on tourist experience.The first part, theory framework, comprises chapter 1, 2 and 3 focusing on the base of the paper. It mainly sums up the former researches about tourist experience and shopping. After that, it introduces the"stimulate-reaction"model and the dynamic model of tourist experience.The second part, data analysis, comprises chapter 4 and 5. This part combines the qualitative analysis and quantitative analysis. At first, the history and status quo of shopping in Qing Dao is referred. After that, ASEB-SWOT matrix is used to analyze the he strength, weaken, opportunity and threaten are talked about in activity, setting, experience and benefit individually. At the last of this part, the data collected by on-spot investigation is used. With the tool SPSS, many factors are analyzed of their relations and the degree.The last part is chapter 6. Based on the income from the former research, this paper advances many suggestions according to the five factors. To do is, shopping venues are analyzed, such as souvenir shops, department stores, street vendors. With the development of shopping, tourists'demands are growing. They want to have more experience. So the suppliers should consider this change, and they have to change their mind. And the government and other tourist enterprises should adjust them to the new experience economy.