Perception Of Domestic Tourists In Xinjiang Specialty Crops

Xinjiang characteristics of agricultural products in domestic and overseas markets have enjoyed a certain popularity, but its trading volume are not significant, reason, consumers and producers, supply information asymmetry is an important factor affecting the volume of transactions. Steady development of tourism commodities can improve total tourism income, and dissemination of regional cultural characteristics, effectively promote the healthy development of the tourism industry in the economy, and the tourists it is important to build bridges, supply and marketing of local agricultural products.This study has three main elements: First, build the perception of tourism index system of agricultural commodities; the second is to extract affect the quality of agricultural domestic tourists purchase decision factor perception and analysis of the quality of perception; third is to analyze the perception of tourists shopping service. The author based on a comprehensive analysis of previous research on the perception of tourism index system of agricultural commodities, with the questionnaire design means the relevant questionnaire, perceived level of Distinctive Products of domestic tourists in 2014 to carry out a survey using SPSS 20.0 statistics software for data factor analysis, sample T test and descriptive statistics. The main conclusions are as follows:(1) the impact of tourists perceive the quality factor summed up as "commodity essential attribute, function, behavior induced by subjective factors, objective factors and practical" This six perception factor, where "quality guide" and "subjective factor" scores high "commodity essential nature" and "practicality" scores lowest.(2) the quality of the different characteristics of groups perceived differences in: men on the "quality-induced" perceptual factor levels were significantly higher than female; aged tourists on the "effectiveness" factor score high; the elderly to "quality-induced" factor score higher; youth and middle-aged tourists on the "subjective factor" factor score higher; highly educated people to "quality-induced" perceptual factor score lower than other tourists; low-income tourists on the "effectiveness" factor score low emphasis on "practicality."(3) shopping service perception, tourists prefer shopping venues are: specialty stores, supermarkets, Bazaar and scenic spots around; tourists comprehensive service satisfaction in descending order are: ease of purchase, commodity demonstrate scientific, Express convenience, service salesman, store furnishings aesthetics and service. For domestic tourists perceive the status quo of Distinctive Products, author guarantee stability of product quality, focus on brand marketing, to enhance the cultural connotation, improve service quality and other aspects of the corresponding countermeasures.This study will help producers more accurate understanding of consumer demand, improve the supply and demand sides fit, to improve the overall competitiveness of local agricultural products in Xinjiang, increasing farmers’ income and to play a regional advantages of practical significance.