The Research Of Tourist Souvenirs Tourists Perceived Value

With the increase of people’s income and the pressure of work in recent years, outing has become a popular way for people to spend their leisure time and relieve mental stress. The purchase of tourist souvenirs is a significant proportion of shopping during tourism process. But with regard to the rapid development of the tourists demand and logistics, the tourist souvenirs’ design and development are relatively backward in China. Large numbers of tourist souvenirs are becoming similar, the quality is also uneven, and there are many other problems. In January 2010, Shanghai Tourism Bureau carried out a research activity whose results showed that the "purchase" satisfaction of tourist souvenirs affects the overall satisfaction of tourism environment greatly. Some tourists also said tourist souvenirs are unattractive and old, it is hard to buy the tourist souvenirs that they want, this also affect souvenirs sale.This paper is divided into six chaptersFirstly, the first part is the theoretical basis, including the first chapter and the second chapter. This section mainly summarizes the research background, research purpose and research meaning, combing the research of the domestic and foreign researchers on perceived value.Secondly, the second part is data processing, including the third chapter and the forth chapter. In this part, based on the related theory of tourist souvenirs and perceived value, the impact dimensions and associated factors of tourists perceived value of the souvenirs are determined by preliminary design and experts’ advice. Considering the rapid and mature economic development of Shanghai, this paper do the survey in Shanghai. The survey contents involves the importance and actual performance of each perceived value factor. Through the comparison between the perceived importance and the actual performance, then sort each perceived value factors. With the IPA analysis, identify the advantages and disadvantages of various factors. Meanwhile, inquiry the tourists’ age, gender, income, education, and etc. On this basis, analysis the differences between different characteristics among these tourists.The third part is suggestions for improvements which are constituted by the fifth chapter. Based on the above analysis, to propose factors that affect the tourists perceived value of the souvenirs and the comments and suggestions to promote the development of the tourists perceived value of the souvenirs.Finally, reach conclusions of this study, sum up the deficiencies and discuses the future research.Based on the several parts, which include theory interpretation, questionnaire design and field research, data processing and analysis, and prospect, this paper take Shanghai as the example, do a case study of tourists perceived value for the souvenirs.