A Study On Shopping Behavior Of Tourists To Japan Based On Planned Behavior Theory

Recently,the continuous growth of our country's economy has promoted the rapid development of the tourism industry.Various kinds of tourism by-products have emerged and tourism shopping has become a popular trend.However,compared with some developed countries,China,which has rich tourism resources and huge tourism market,is still lagging behind in the tourism shopping industry.In recent years,most Chinese people have turned their destinations overseas that make outbound tourism become a new type of choice for current tourists.At the same time,outbound tourism is often accompanied by high consumption.Among them,Japanese tourist shopping behavior is the most typical one.This paper takes travel to Japan as an example to analyze their tourism shopping behavior through various methods to further understand their consumer psychology and consumer preferences,and then guide the Chinese market to provide more,better and newer tourism products to better cater to consumer's needs.The theory of planned behavior,as a proven theory in the field of attitude-behavior research,helps researchers understand how people change their behavior patterns.This article mainly studies the shopping behavior of Chinese tourists to Japan based on the theory of planned behaviors.During the research process,it reviews and arranges relevant research data on the theory of planned behavior from domestic and foreign,and further studies some related literature on tourism shopping.Based on this research,a research model for the shopping behavior of travel to Japan was established.In order to obtain the first-hand information of this research,a questionnaire survey was also conducted based on the actual needs of the survey.With the aid of SPSS and AMOS analysis software,the validity of the relevant information in the questionnaire was examined and the following conclusions are drawn:1.After studying the shopping behavior of travel to Japan,it was found that three variables,behavioral attitude,subjective norm and perceived behavior control in the theory of planned behaviors,have a significant positive effect on their shopping behavior.And the behavioral attitude is the most significant among them.For travel to Japan,the intention of shopping behavior will also have a positive effect on shopping behavior.2.According to the statistical analysis results,this paper specifically proposes suggestions from three aspects:change tourists' shopping attitude,guide tourists' shopping orientation and improve tourists' shopping perception.First of all,changing tourists' shopping attitude by improving the shopping environment,optimizing tourism image,effectively managing commodity,improving service quality,rendering cultural atmosphere,embodying cultural characteristics,innovating development and design,promoting commodity consumption,implementing government intervention,and eliminating fake and shoddy products and other ways.Secondly,guiding tourists' shopping orientation by adopting appropriate selection of reference groups,stimulating commodity consumption,increasing promotional efforts,changing marketing strategies and other methods.Finally,enhancing the tourist shopping perception through adopting reasonable price,meeting consumer's shopping desire,highlighting product characteristics,meeting tourists' needs,standardizing marketing methods,improving laws and regulations,strengthening government guidance,reducing purchase costs and other measures.Taking multiple measures to promote the development of Chinese tourism market jointly.