| This research is designed to find out the restraining factors and success-influence factors of tourist souvenir market based on the understanding of present souvenir market situation.According to the Porter Diamond Model, the restraining factors and success factors of tourist souvenir market in Beijing are assumed, six of the most popular scenic spots including Badaling Great Wall, Forbidden City are chosen as samples. A quantity study was conducted and questionnaires are distributed to collect first-hand data.Analyzing the data by SPSS19.0, this study concluded that the restraining factors are terrible shopping environment, poor practical applicability, out-of-the-date market promotion and critical homogenization. The success factors are cultural features, wraps, branding and traditional handicraft. |
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