An Study On Tourist Shopping Behavior Based On EKB Model

As one of the tourism's six elements, tourism shopping is significant to promote economic efficiency and development of local economy. At present, some problems exist in tourism shopping at home, such as, consumption takes a very low proportion in the total traveling expense, stuff supply is insufficient for the tourist need, tourism shopping theory is relatively backward, and so on.In order to study tourists' shopping behavior from psychology and behavioral science, thisthesis extracts 16 main influencing factors which are from tourist, commodities and relativecommunities, such as age, gender, preference of purchasing, quality, price, guide and salesman.The following conclusions can be got after the investigation and correlation analysis, varianceanalysis , factor analysis and so on:1. The problems of price, quality, type of commodity, credibility of guide and salesman are prominent, which have seriously impeded the development of traveling shopping.2. The personalities of tourist and population statistics are affecting the shopping behavior resulting on purchase times, evolution on tourism commodity, purchase motive and commodity choice. Meanwhile, the variance analysis results show that reciprocal influence of factors to tourist purchase behavior is bigger than they are in single.3. Factor analysis concludes several factors of affecting tourist purchase behavior. They are merchandise character factor, shopping desire factor, trust factor, purchasing power factor.