| Recent years have witnesses the rapid development of tourism industry while ,compared with European and American tourism industry, tourism shopping in China is relatively falling behind its development of tourism. The level of tourism shopping development in Hunan province is below the average level of China. This thesis takes tourists in five travelling destinations such as Changsha and Shaoshan as the investigating objects to uncover characteristics of tourists shopping behaviour.Firstly literature concerning is reviewed to find the fundamental principles. And then first-hand materials are collected through questionaire. Factor analysis and cluster analysis are respectively used to uncover the travelling motivations and characteristics of shopping behaviour.This thesis consists of six chapters:Chapter one is to briefly elaborate researching background, purposes,significance and design in which literature concerning is detailedly reviewed. Chapter two is to introduce fundamental principles and research methodology. Chapter three is to reveal the correlation between travelling motivation and shopping behaviour of tourists.Chapter four is to conduct the empirical research, in which travelling motivations of inbound tourists in hunan ptovince are divided into eight factors such as knowledge and health. Subsequently, cluster analysis is used to classsify tourists into such five groups as exploration-oreinted tourists,pleasure-seeking tourists, individuality-pursuing tourists,interac-tion and knowledge-oriented tourists. The statistics show that different motivations may lead to different characteristics of tourism shopping behavior. The influence of travelling motivation on tourism shopping is remarkable. Chapter five is to put forward some suggestion and countermeasures. Chapter six of the study had a simple summary of the article, pointed out that innovation and the inadequacies of and research prospects. |
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