Domestic Tourists' Shopping Satisfaction Research

On the base of study theory of consumer behavior and tourism shopping, with qualitative analysis, quantitative analysis, normative analysis, and empirical analysis, we choose the 268 tourists to Hangzhou as objects, and study their consumption behavior before shopping, in the middle of shopping and after shopping, the author elaborates the necessity and possibility to research tourist satisfaction from the tourism experience perspective. Utilizing different research means, such as interview and questionnaire, the author gets enough information and data to carry out analysis by SPSS statistic software. The author gets conclusions as follow: The fist, there are five motivations that influence tourists shopping. There are affected by the touist characters and the other things related to the tourism. The second, The factors influencing the tourist shopping satisfaction conclude: features, service, advantages, and environment. The tourist shopping satisfaction has a significant relationship with the tourism components. The third ,there are significant differences in tourist expectation and satisfaction. At last, the author uses IPA rules scaled the management as concentrate here, keep up the good work, low priority and possible overkill, tionship between "shopping time" and "importance of gifts" is positive correlation. In the conclusion, the author suggests that development of tourism commodity, development of specific industries in Hangzhou, improvement of service and reputation, building CBD, building specific tourism shopping mall, add new stores in scenic spots, improvement of shopping environment, regulation of prices and improvement...