基于购物满意度的保定旅游购物发展研究
发布时间：2018-12-25 17:26
【摘要】：旅游业经过多年的发展,已经成为各地区经济增长的重要方式。在旅游活动的六要素中,相对于其他五项要素,购物活动因为其需求弹性大的原因,成为推动旅游经济增长的主要方式,这一点已经在旅游购物发达国家得到验证。但是,近年兴起的出国购物热潮和国内低迷的旅游购物市场形成了鲜明的对比。保定作为旅游大市,旅游资源类型丰富多样,还有众多的特色商品市场,旅游接待量和旅游收入呈现逐年上升的趋势,多年在河北省内名列前茅;随着京津冀协同发展、交通体系的不断完善,保定市旅游业前景更为广阔。但是,保定旅游购物收入占旅游总收入的比重远远不及国家平均水平,旅游购物市场发展缓慢,旅游商品参差不齐、购物环境恶劣等问题明显,有必要对其进行研究。旅游购物满意度水平不仅能反映一个地区旅游购物市场的发展状况,同时能体现当地的旅游发展水平,旅游购物满意度的提升不仅能促进游客的重复购买,而且可以通过正面的口碑宣传提升企业或地区的知名度,所以对其研究具有十分重要的理论与实践意义。本文主要包括三部分,第一部分包括绪论和相关概念界定及理论基础。通过查阅大量有关旅游购物和顾客满意度的文献资料,较为系统地梳理了以往的相关研究,对旅游商品、旅游购物、旅游购物市场和旅游购物满意度等相关概念和理论做了界定和总结,为本研究的开展提供理论支持。第二部分包括保定旅游购物满意度调查和保定旅游购物及商品开发问题分析。从商品设计、商品生产、商品销售、购物场所和售后服务等几个方面全面系统的调查了保定旅游购物满意度,首次获得了保定旅游购物满意度的第一手资料,真实准确地了解了游客对保定购物的感知与评价,发现游客对保定的旅游购物满意度普遍偏低,并与购物前的期望之间存在显著性差异。旅游购物相关的许多因素都对保定旅游购物满意度产生了或多或少的影响,包括商品设计因素、商品生产因素、商品销售因素、购物场所因素和售后服务因素等方面。通过购物满意度的评价和IPA分析提炼出保定旅游购物与旅游商品发展存在的问题:地方特色缺失,品牌意识缺乏,购物场所旅游意识及精品意识缺乏,行业管理缺位或越位。第三部分包括提高保定旅游购物满意度及商品开发策略和研究结论。首先针对上文提出的问题,从打造“保定”文化烙印和突出保定旅游形象,树立“保定制造”品牌,加强旅游购物场所布局与创新,构建行业管理新模式等方面提出了相关建议和对策,力求通过这些对策提高游客的旅游购物满意度,促进旅游购物市场的快速健康发展。最后对本研究进行总结,阐述了本研究的不足之处与未来的研究展望。
[Abstract]:After years of development, tourism has become an important way of regional economic growth. Compared with the other five factors, shopping has become the main way to promote the growth of tourism economy because of its large elasticity of demand, which has been proved in developed countries of tourism and shopping. However, the upsurge of shopping abroad in recent years is in sharp contrast to the sluggish domestic tourist shopping market. As a big tourist city, Baoding has rich and diverse tourist resources, and also has many special commodity markets. The volume of tourism reception and tourism income are rising year by year, and it has been among the top in Hebei Province for many years. With the coordinated development of Beijing, Tianjin and Hebei, and the continuous improvement of transportation system, Baoding has a broader prospect of tourism. However, the proportion of tourism shopping income in total tourism income in Baoding is far less than the national average, tourism shopping market development is slow, tourism commodities are uneven, shopping environment is bad and so on, so it is necessary to study it. The level of tourist shopping satisfaction can not only reflect the development of a regional tourism shopping market, but also reflect the level of local tourism development. The promotion of tourism shopping satisfaction can not only promote the repeated purchase of tourists. And can promote the reputation of enterprises or regions through positive word of mouth, so the research has very important theoretical and practical significance. This article mainly includes three parts, the first part includes the introduction, the related concept definition and the theory foundation. By referring to a large number of literature on tourism shopping and customer satisfaction, this paper systematically combs the previous relevant research, to tourism commodities, tourism shopping, The related concepts and theories, such as tourist shopping market and tourist shopping satisfaction, are defined and summarized to provide theoretical support for the development of this study. The second part includes the survey of Baoding's tourist shopping satisfaction and the analysis of Baoding's tourism shopping and commodity development. From the aspects of commodity design, commodity production, commodity sales, shopping place and after-sales service, a comprehensive and systematic investigation of Baoding's tourist shopping satisfaction was carried out. For the first time, the first-hand information on Baoding's tourist shopping satisfaction was obtained. After a true and accurate understanding of tourists' perception and evaluation of Baoding's shopping, it is found that tourists' satisfaction with Baoding's tourism shopping is generally low, and there is a significant difference between them and their pre-shopping expectations. Many factors related to tourism shopping have a more or less impact on Baoding tourism shopping satisfaction, including commodity design factors, commodity production factors, commodity sales factors, shopping place factors and after-sales service factors. Through the evaluation of shopping satisfaction and IPA analysis, the problems of Baoding tourism shopping and tourism commodity development are summarized: lack of local characteristics, lack of brand awareness, lack of awareness of tourism and boutique in shopping place, absence or offside of industry management. The third part includes improving Baoding tourism shopping satisfaction and commodity development strategies and research conclusions. First of all, in view of the problems raised above, from creating "Baoding" cultural brand and highlighting Baoding's tourism image, establishing "Baoding manufacturing" brand, strengthening the layout and innovation of tourist shopping places, Some suggestions and countermeasures are put forward in order to improve the tourist's satisfaction and promote the rapid and healthy development of the tourist shopping market. At last, the paper summarizes the research, expounds the deficiency of this study and the prospect of future research.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7
本文编号：2391424
[Abstract]:After years of development, tourism has become an important way of regional economic growth. Compared with the other five factors, shopping has become the main way to promote the growth of tourism economy because of its large elasticity of demand, which has been proved in developed countries of tourism and shopping. However, the upsurge of shopping abroad in recent years is in sharp contrast to the sluggish domestic tourist shopping market. As a big tourist city, Baoding has rich and diverse tourist resources, and also has many special commodity markets. The volume of tourism reception and tourism income are rising year by year, and it has been among the top in Hebei Province for many years. With the coordinated development of Beijing, Tianjin and Hebei, and the continuous improvement of transportation system, Baoding has a broader prospect of tourism. However, the proportion of tourism shopping income in total tourism income in Baoding is far less than the national average, tourism shopping market development is slow, tourism commodities are uneven, shopping environment is bad and so on, so it is necessary to study it. The level of tourist shopping satisfaction can not only reflect the development of a regional tourism shopping market, but also reflect the level of local tourism development. The promotion of tourism shopping satisfaction can not only promote the repeated purchase of tourists. And can promote the reputation of enterprises or regions through positive word of mouth, so the research has very important theoretical and practical significance. This article mainly includes three parts, the first part includes the introduction, the related concept definition and the theory foundation. By referring to a large number of literature on tourism shopping and customer satisfaction, this paper systematically combs the previous relevant research, to tourism commodities, tourism shopping, The related concepts and theories, such as tourist shopping market and tourist shopping satisfaction, are defined and summarized to provide theoretical support for the development of this study. The second part includes the survey of Baoding's tourist shopping satisfaction and the analysis of Baoding's tourism shopping and commodity development. From the aspects of commodity design, commodity production, commodity sales, shopping place and after-sales service, a comprehensive and systematic investigation of Baoding's tourist shopping satisfaction was carried out. For the first time, the first-hand information on Baoding's tourist shopping satisfaction was obtained. After a true and accurate understanding of tourists' perception and evaluation of Baoding's shopping, it is found that tourists' satisfaction with Baoding's tourism shopping is generally low, and there is a significant difference between them and their pre-shopping expectations. Many factors related to tourism shopping have a more or less impact on Baoding tourism shopping satisfaction, including commodity design factors, commodity production factors, commodity sales factors, shopping place factors and after-sales service factors. Through the evaluation of shopping satisfaction and IPA analysis, the problems of Baoding tourism shopping and tourism commodity development are summarized: lack of local characteristics, lack of brand awareness, lack of awareness of tourism and boutique in shopping place, absence or offside of industry management. The third part includes improving Baoding tourism shopping satisfaction and commodity development strategies and research conclusions. First of all, in view of the problems raised above, from creating "Baoding" cultural brand and highlighting Baoding's tourism image, establishing "Baoding manufacturing" brand, strengthening the layout and innovation of tourist shopping places, Some suggestions and countermeasures are put forward in order to improve the tourist's satisfaction and promote the rapid and healthy development of the tourist shopping market. At last, the paper summarizes the research, expounds the deficiency of this study and the prospect of future research.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7
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