An Empirical Study Of Shopping Tourists’ Satisfaction In Luoyang City

Shopping, one of the six key factors of tourism, is a non-basic tourism income. Shopping has a feature, unstable unlimited. But the percentage of shopping occupying the total tourism income can reflect the depth of tourism development of a country or a region.. The level of tourism shopping development can be reflected directly by the percentage of shopping income occupying the total income of tourism and reflected indirectly by the guests’ degree of satisfaction. At the present time there are some misunderstanding about developing tourism shopping in Luoyang, such as, the importance of tourism products hasn’t been recognized enough, the subjects are not clear, lacking of new ideas in developing and the market needs more standards etc. All these phenomenons must affect the guests’ degree of satisfaction towards shopping. Interrelated departments must face the main contradictions appear during the development of tourism shopping in order to improve the development of tourism shopping. Based on this background, the writer investigated and analysised the degree of satisfaction of the guests in the tourism shopping market of Luoyang, there by found the key factors that affect the development of tourism shopping market in order to improve the development of tourism shopping industry of Luoyang.This paper mainly adopts some qualitative analysis methods such as document summarization analysis, on the spot research, experts interview etc, and some quantitative analysis methods such as describing statistics obtained by using SPSS19.0, factor analysis, and vague synthesized evaluation model analysis to research. The interrelated conjecture of the first part of the paper is proved by these analysis.First, the differences of shopping motivation among guests such as for commemoration, as a gift for friends and relatives or experiencing local folk-custom, are because of factors the guests involved such as culture, social background, living environment and psychological acknowledgement difference.Second, the factors affect the guests’degree of satisfaction mainly include shopping environment, the products themselves and the services of the stores, each main factor includes many specific factors, which affect the guests’ degree of satisfaction differently.After above specific improvements, the writer proposes four development suggestions about how to improve the guests’degree of satisfaction of shopping in the tourism market in Luoyang, they are optimizing the shopping environment, enriching the interrelated factors of the products, improving the services of the stores, adjust the behaviors of tour guides and with the wisdom of tourism information platform. I hope it is helpful for the related departments of Luoyang to improve tourism shopping and the guests’ degree of satisfaction of shopping.