On The Tourism Shopping Environment In Changsha

Tourism shopping remains a weak link in Changsha's tourism. According to the statistics of the World Tourism Organization,the total revenues of tourism of the countries and the areas flourished in tourism is 60%, and world average percentage has reached 30%. But Changsha's revenue of tourism shopping takes up only 13%.The depressing situation of Changsha's tourism shopping is due to a lot of factors, among which the poor shopping environment in Changsha ranks top. As the shopping environment inposes direct impacts on tourists' shopping psychology and behavior, a good shopping environment can effectively stimulate the travelers' desire for shopping and promote their shopping consumption. It is evident that to create a good shopping environment is a safeguard and a lubricant for the sustainable and healthy development of Changsha's market of tourism shopping.As the research on tourism shopping can be done from the perspective of tourism shopping enterprises, or that of tourists, this paper is designed to study the tourism shopping environment in Changsha from the perspective of the latter. Through the analysis of a great variety of environmental factors affecting shopping and the study of tourists' basic requirements for the tourism shopping environment, the author raises her strategy of optimizing the tourism shopping environment in Changsha so as to promote the development of Changsha's tourism shopping.This paper can be roughly divided into the following five sections.Section 1: The author organizes and summarizes some theories concerning tourism shopping environment and gives a brief introduction to the methods, scopes and significance of the research in her paper on the basis of the acquisition of substantial literature home and abroad.Section 2: Apart from defining some definitions concerning tourism shopping environment, this paper gives a detailed analysis of the tourism shopping environment from the micro and the macro perspectives. Section 3: It is an empirical research on the status quo of the tourism shopping environment in Changsha based on the data and the documents through on-the-spot surveys and talks.Section 4: This section features the analysis on the necessity of optimizing the tourism shopping environment in Changsha, and on the feasibility of doing so from the perspective of the rapid development of Changsha's tourism.Section 5: Taking the status quo of Changsha's tourism shopping environment into consideration, the author raises a few counter-measures on optimizing Changsha's tourism shopping environment from the aspects of tourism shopping policies, tourism shopping market management, tourism shopping sites and tourism shopping services.