The Research On Tourists’ Purchase Intention To Traveling Commodity In Forest Park

Tourism is one of the national economic development of the pillar industries, is a comprehensive and exchange revenue ability strong industry. Tourism commodity is an important part of tourist industry, take an important role in increasing tourist revenue, disseminating tourist culture, expanding employment approach, satisfying tourists purchase requirements etc. However, The development 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.This paper focuses on tourist purchase intention the perception of Zhangjiajie national Forest Park, from the consumer psychology and behavior point of view and tourists purchase intention model as the theoretical basis and Zhangjiajie tourists purchase intention as the object of empirical study,this paper take interview and questionnaire survey at the same time, putting out 410 copies questionnaire to the tourists, and uses SPSS 17.0 to analysis the data. The results show that the reliability was 0.896 and higher than 0.7, therefore, the reliability is high. In the purchase of travel products, tourists expressed that their willingness to buy travel products accounted for 54.5% of Zhangjiajie Forest Park, but most tourists has great influence of friends and network information.According to the result, this paper summarize the shortages of Zhangjiajie Forest Park, which are lack of tourists product quality;color and species, low intensity of tourists offering, and needed to develop the tourists consumption potential. This paper gives suggestion regarding how it make up the shortages, which are immediately set up to the tourism product Propaganda activities, strengthen the tourists product promotion activities, and improve product quality ability. this paper take Zhangjiajie forest park as an example, looks forward the future development of commonwealth tourist purchase intention of forest park, which strengthen the propaganda dynamic and the marketing, and improve product quality ability...