Research On Tourism Shopping Behavior And Satisfaction In Harbin

The development of tourism shopping can not only become an important factor to attract tourists,but also reflect the tourism industry development of a city.In recent years,China has paid increasing attention to the development of tourism shopping industry.However,as the future strategy supporter and forerunner of “Longjiang silk road belt” and China-Mongolia-Russia economic corridor”,Harbin has a slow development in tourism shopping industry.Serious assimilation of tourism products and poor shopping environment leads to the low satisfaction on various aspects of shopping in Harbin.The previous research on the development of souvenir cannot comprehensively solve the existing problems in tourism shopping industry in Harbin.Based on the analysis of relevant theories at home and abroad,it has been found that the true feelings and satisfaction of tourists can reflect their real needs and rapidly improve the quality of tourism shopping so as to effectively promote the development of the tourism shopping industry.Therefore,this paper discusses and studies the satisfaction on tourism shopping in Harbin.The research is divided into the following three parts:(1)Theoretical analysis.Based on the analysis of the current research background,the domestic and foreign major research achievements of tourist commodities,tourism shopping,shopping behavior characteristics and tourism shopping satisfaction are reviewed,and the corresponding concepts and theories are illustrated.According to the research objective,the basic research frame and theoretical model are established.(2)Empirical research.According to the determined research framework and theoretical model,the questionnaire is divided into three parts: basic information of tourists,tourism shopping behavior characteristics and satisfaction.The field questionnaire survey was carried out in major tourism shopping spots in Harbin to supplement the research on satisfaction degree of tourism shopping.By analyzing the calculation results and the relationship between the weight and satisfaction,we get the comprehensive satisfaction on tourism shopping in Harbin.Finally,some suggestions on improving the satisfaction degree of tourism shopping in Harbin are proposed according to the analysis results.(3)Conclusion and Prospect.By summing up the research content,we draw the corresponding conclusions and found the shortcomings of the research to carry out more comprehensive research and make certain prospect on future research.