| The development of tourist shopping is a systemic organization, which requires the support from theoretical studies and policies, as well as the common practice between enterprises and tourists. In this academic area, research for visitors'shopping behavior is an important aspect. For it is helpful to promote the progress of tourist shopping industry and the development of tourism economy. Theoretically speaking, it is helpful to enrich the tourist shopping research methods as well. In practice, effective suggestions about product design and marketing could be reached through empirical research, which is also helpful for visitors to enjoy higher tourism experience level.Based on the reference of predecessors'research experience, this thesis analyzed visitors'shopping behavior in Zhang Jiajie from the standpoint of consumer psychology and consumer behavior study. The analysis about the shopping behavior for native products in Zhang Jiajie was carried on the basis of Howard-Sheth model, which divided consumers'shopping behaviors into four factors. Specifically speaking, they are external factors, input factors, internal factors and output factors. SPSS17.0 and Excel 2003 were used as the statistical tools to make statistics, including frequency analysis, Richter scale change analysis, league Tab.s with independent test, and one-way ANOVA test.The research shows that, visitors were effect mostly by instant information in the purchasing process, that is to say, they learned less information before they start to travel. Most of the instant information came from the tour guides'recommendation, for this, tour guides'higher normalization and efficiency was required.Through independent test between visitors'demographic factors and purchasing motives, the thesis reached the conclusion that visitors with different ages, travel routes and time arrangements as well as sexes have significantly different purchasing motives. Visitors from different regions belong to different purchasing decision types. Visitors with different sexes, ages, occupations, shopping experiences and first impressions differ greatly in purchasing amount. Visitors with different ages have significantly different information channels. Through one-way ANOVA test, visitors with different package comments towards the native product belong to significantly different purchasing decision types.The research shows that, the purchasing amount level is low on the whole; The total comment towards the native product service, variety, package and price is at average level; Visitors'main purchasing motives are to give the product to others as souvenirs or to bring them home and consume the products themselves. Visitors mostly choose to purchase native products in the supermarket out of their own choice or in the shop led by the tour guide. As for the purchasing time, visitors mainly choose to purchase during the journey or in the shop follow their tour guide. Except the native product, the most popular product in Zhang Jiajie market is the handicrafts with the national characteristics.The research suggestions are as follows:the tour guide should properly arrange the length of shopping time, and pay attention to the information communication skills. The sales server should master marketing skills, including recommend commodities based on visitors'needs and the shopping space environment. Regular and targeted market investigation should be made by the manufacturers, so as to keep the products market-oriented, as well as to develop a product market that meet the needs of various kinds of tourists. The manufactures should also try to improve the package level on the basis of ensuring good quality. Products'feedback information should bereceived by various channels in order to ensure the reputation of the native products in Zhang Jiajie. |
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