Analysis Of Consumption Behavior Of Tourists In Sanya International Duty-free City And Its Marketing Enlightenment

To accelerate the construction and development of Hainan International Tourism Island,and supporting Hainan to become an international shopping center and a tourist attraction with international competitiveness,the State Council decided to launch a pilot project of duty-free shopping policy for off-island passengers in Hainan Province.In April 2011,the duty-free shopping policy for off-island tourists was formally implemented in Sanya,Hainan Province.The implementation of this policy is not only conducive to improving Hainan's tourism environment,expanding the scale of tourists' shopping,improving the grade of tourists' shopping,promoting the growth of tourists' number and per capita consumption,and promoting the development of modem service industry led by tourism,but also further expanding domestic demand and improving China's luxury goods consumption market.Since 2012,the tax exemption policy for islands has been adjusted five times,with further relaxation of the applicable objects,further increase of shopping limit of single tax exemption,further expansion of the categories of duty-free commodities,cancellation of sh opping times limit,and further innovation of shopping model.From the actual effect of policy implementation,it can also play a greater role in promoting the linkage development of surrounding industries by promoting national luxury consumption to stimulate domestic demand.Sanya Offshore Duty-free Shop open on April 20,2011.On September 1,2014,Sanya Off-island Duty-free Shop moved from Dadonghai to Haitangwan Bay,becoming the largest independent duty-free shop in the world.On September 1,2015,Haitangwan Duty-free Shopping Center was renamed Sanya International Duty-free City.Since then Sanya International Duty-Free City has become increasingly popular by consumers for its large business area,highly competitive price and abundant goods.This paper based on consumer behavior theory and marketing theory,viewed from the point of tourists,combines the current tourism situation of Sanya City in Hainan Province,and the operation of Sanya International Duty-free City,and the implementation of the passenger duty-free shopping policy,analysed the deficiencies of current passenger duty-free shopping policy and the marketing management of Sanya International Duty-Free City.According to the research of tourists' consumption behavior,analysed the inspiration of product strategy,channel strategy,promotion strategy,after-sales service and experience marketing of Sanya International Duty-free City.To meet the consumption needs of tourists in Sanya International Duty-free City,and promote the passenger duty-free shopping policy to play a greater and more positive role by optimizing product structure,relaxing the restrictions on duty-free shopping offshore islands,adding post service,exploring a new mode of overlapping operation of cross-border e-commerce and the passenger duty-free shopping policy,organizing large-scale theme shopping events,strengthening network marketing and star marketing,establishing a sound after-sales service system,and strengthening the training of shopping guides,etc.