The Study Of Tourists’ Purchase Preference Of Ancient Town Souvenirs

Souvenirs are one most important component of tourism revenues. Ancient towntourism first appears in the1980s, started in Jiangsu and Zhejiang provinces topromote economy. The core of this paper is to investigate the purchase preference ofancient town tourists. Using Zhejiang Wuzhen as the researching background, theauthor did field research, which was mainly focused on development and marketingof the souvenirs. The author did quantitative analysis on tourists’ purchase preferenceon both internal factors and external factors by methods such as survey. The authoralso put in analysis and discussion on habit of tourism and shopping, and it came tothe conclusion that when tourists were in Wuzhen, the evaluation of importancewould fall on the following factors-uniqueness of the souvenir, store layout,souvenir design, functionality, shopping environment, cost-effective, portability andbrand awareness.After further study, it shows that both internal factors and external factors havevariable influence on tourists’ purchase preference when they are travelling in ancienttowns. The internal factors are more about tourists themselves. Gender, age,education and marital status, all mentioned above affects tourists’ buying behavior atWuzhen, which includes purpose and location. The five key external factors show thattourists consider both marketing stimulation and actual scenario impacts, and scenarioimpacts relatively affect more. Tourists tend to shop in the distinguishing stores, andtheir primary purchasing purpose is using souvenirs as gifts to family and friends.Based on the result of the research, this essay will promote the followingdeveloping and marketing strategies:(1) Target on main customers and attract themby designing specific souvenirs.(2) Marketing on design, uniqueness andfunctionality.(3) Build comfortable shopping environment by organizing the layoutof the shopping area and decorating the stores from inside.