Research On Tourism Shopping Satisfaction In Xi'an

Tourism shopping is an important component of tourism activity as well as a destination attraction. The development of tourism shopping industry can impel the fast development of destination tourism industry. It is also significant to the economy, the society and the cultural. However, tourism shopping industry develops slowly in recent years in Xi'an. There are many problems existing, such as the low creativity and design level, the substandard of tourism commodity market, the low degree of tourism shopping satisfaction. In view of these problems, it is difficult to solve from the tourism commodity design merely. Reference on the overseas experience of practice and theory research, the author finds that tourist demands could be understand accurately and opportunity could be discovered to promote the quality of product and service from analyses on their satisfaction, which is one of the methods to promote the level of satisfaction and tourism industry.Based on this, this paper takes tourism shopping satisfaction as the breakthrough point. Firstly, the Fuzzy Comprehensive Evaluation model is constructed and used to evaluate tourism shopping satisfaction in Xi'an. Then, essential factors that affecting tourism shopping satisfaction in Xi'an are discovered through statistical analysis on the questionnaire survey result, from the aspects of supplies and tourist individual characteristic. Finally, according to the empirical research results, countermeasures to promote tourism shopping satisfaction in Xi'an are proposed from three aspects: the design of tourist commodity, the salespersons' selling behavior and shopping environment, in order to promote tourism shopping industry develop fast.Many methods are used in this paper, such as field surveys, questionnaire investigation, interviews, quantity analyses, spot inspection and so on. The quantitative analysis includes Factor analysis, One-way ANOVA, Independent Sample T-text by use of the statistical analysis software SPSS12.0. The author evaluates tourism shopping satisfaction in Xi'an by means of fuzzy comprehensive evaluation model as well.It is a beneficial theory exploration that using the correlation theory of customer satisfaction to research tourism shopping, and the fuzzy comprehensive evaluation model is a tool for tourism shopping satisfaction evaluation. In addition, the development idea of tourism commodity and the thought that great attention should be paid to whole process of tourism shopping are proposed. The material obtained and countermeasures are helpful to formulate improvement measure of product and the service for the producer and operator, and also be helpful to improve the tourism shopping industry in Xi'an. Therefore, this research has important significance both theoretical and practical.