【作者】 张敏；

【导师】 方百寿；

【作者基本信息】 中国海洋大学 ， 旅游管理， 2007， 硕士

【摘要】 虽然购物很少作为主要的旅游动机来提及,但作为旅游六要素之一的购物仍然成为旅游者一项重要的休闲和旅游活动,并对旅游地的经济及社会发展产生了重要的影响。体验经济的出现是人们需求变化的新趋势,是以满足人们的情感需要、自我实现需要为主要目标的一种经济形态。基于这样的认识,必须转变传统上对旅游购物的认识,加强理论研究以指导实践。然而,购物作为一项旅游活动的地位长久以来却被低估了,时至今日对旅游购物研究仍然很少,特别是从体验角度进行的研究。本文采用规范分析与实证分析、定性分析和定量分析,实地调查和统计分析相结合的研究方法,试图利用搜集的数据对青岛旅游购物体验进行初步的研究。本文立足于旅游体验这样一个基础,首先对于旅游购物体验的相关理论研究进行总结,并从理论上分析了影响旅游者购物体验的因素。其次,在对青岛旅游购物的历史与发展现状及问题作简要分析之后,利用ASEB-SWOT栅格分析法针对目前青岛市的购物体验进行了探讨,从活动、环境、体验和利益四个角度分析了青岛旅游购物的优势、劣势、机遇、威胁,发现目前旅游者购物过程中的总体体验水平不高,消费者多样化的需求没有得到应有的满足。作为旅游购物体验需求方的购物企业不能很好的适应体验经济时代购物业的发展,也从一定程度上加剧了供需双方的矛盾。从旅游体验、旅游购物以及旅游购物行为体验入手,结合旅游者在青岛购物的具体情况,提出影响旅游者购物的25个评价指标,并据此进行调查分析。笔者根据调查问卷搜集旅游者购物体验的相关资料,利用社会统计学软件SPSS12.0进行分析,研究各因素的内在关联及影响程度,将此作为论文的重点部分。经分析后笔者认为可以将影响旅游者购物体验的25个评价指标划分为五个因子,即旅游中的整体评价因子、旅游商品特征因子、旅游购物动机因子、购物综合环境因子以及旅游购物成本因子,在这五个因子中对于旅游各环节以及整体的评价影响的程度最高。这说明旅游者购物体验在影响旅游者整体旅游体验的同时,也深受其他旅游活动体验的影响。在随后进行的方差分析中,根据受访者的性别、年龄、月收入以及来青次数等人口统计特征对5大因子进行分析,分析结果发现不同年龄层次的旅游者在综合环境因素与购物成本因子方面有显著不同,不同收入群体的旅游者在购物成本因子和旅游商品特征因子方面也存在显著的差别。最后针对本研究得到的结果,结合青岛市旅游购物市场发展的情况,就整体评价因子、旅游商品特征因子、购物综合环境因素以及旅游购物成本因子四个方面,有针对性地提出了基于旅游者购物体验的青岛购物发展对策和建议。当然,对于旅游购物体验,还有许多需要继续研究和探索的问题,比如影响因素指标体系设置的完善,指标影响程度的测量方法等,从而使旅游购物体验的研究更加科学和完善。更多还原

【Abstract】 Tourist shopping is a main part of tourism products. For our country, it’s not entertained with enough attention. Now the income of shopping is just a small proportion of the total tourism income. But the tourist shopping is not only the strategic choice for the tourism industry to be developed in intensified way, but also the growing point of foreign exchange. So we should breed it to be the fourth backbone in the tourism industry after hotel, communications ad travel agencies.Now experience economy has already come. In 1998, B. Joseph PineⅡand James H. Gilmore put forward the idea that economy today is the experience economy appearing after the agrarian economy, the industrial economy and the service economy in their article titled WELCOME TO THE EXPERIENCE ECONOMY. From then on, it attracts the extensive concerns of domestic and international researchers and commerce personages to experience economy. Under the experience economy, more and more tourists concern not only the results of shopping, but also the process of it. There are many factors which affect tourists’thoughts and behavior on shopping.So it would be the new bright spot of tourism-consumption and the increasingly new point of tourism economy in the short future. In the course of developing and marketing, it is very important for tourism enterprises to consider the factors that affect tourist experience utility and how to maximize the experience utility.This thesis has three research approaches, namely normative analysis, on-site investigation and statistical software analysis. It comprises three parts: tourist shopping and tourist experience theory framework, data analysis by SPSS and ASEB, and the suggestion for the development of shopping based on tourist experience.The first part, theory framework, comprises chapter 1, 2 and 3 focusing on the base of the paper. It mainly sums up the former researches about tourist experience and shopping. After that, it introduces the“stimulate-reaction”model and the dynamic model of tourist experience.The second part, data analysis, comprises chapter 4 and 5. This part combines the qualitative analysis and quantitative analysis. At first, the history and status quo of shopping in Qing Dao is referred. After that, ASEB-SWOT matrix is used to analyze the he strength, weaken, opportunity and threaten are talked about in activity, setting, experience and benefit individually. At the last of this part, the data collected by on-spot investigation is used. With the tool SPSS, many factors are analyzed of their relations and the degree.The last part is chapter 6. Based on the income from the former research, this paper advances many suggestions according to the five factors. To do is, shopping venues are analyzed, such as souvenir shops, department stores, street vendors. With the development of shopping, tourists’demands are growing. They want to have more experience. So the suppliers should consider this change, and they have to change their mind. And the government and other tourist enterprises should adjust them to the new experience economy.更多还原