影响北京旅游纪念品购买因素分析

发布时间：2018-04-27 06:09

本文选题：北京旅游纪念品 + 波特钻石理论　；参考：《中央民族大学》2012年硕士论文

【摘要】：本研究是在了解北京旅游纪念品市场开发现状的基础上,对影响游客购买北京旅游纪念品的制约因素及成功因素进行研究分析。根据波特钻石理论模型假设了影响游客购买北京旅游纪念品的制约因素及成功因素,选择八达岭长城、故宫等六个北京比较具有代表性的景区作为研究样本。并通过问卷调查法对游客进行实地调查和访问,搜集第一手资料和数据。本研究运用社会科学统计软件SPSS statistic19.0,对搜集到的第一手资料和数据进行分析。结果显示,根据影响力度的大小,游客认为北京旅游纪念品依次存在：购买环境糟糕、功能实用性差、宣传方式落后、同质化严重等问题。通过对游客最看重要素的综合分析,得出影响游客购买北京旅游纪念品的制约因素分别是同质化严重、购买环境糟糕、宣传方式落后、功能实用性差。影响游客购买北京旅游纪念品的成功因素分别是传统工艺、文化内涵、包装设计以及品牌。
[Abstract]:On the basis of understanding the present situation of the market development of Beijing tourist souvenirs, this paper studies and analyzes the restrictive factors and successful factors that affect the tourists' purchase of Beijing tourist souvenirs. According to Porter's diamond theory model, this paper hypothesizes the restrictive factors and success factors that affect tourists' purchase of Beijing tourist souvenirs, and chooses Badaling the Great Wall, The Imperial Palace and other representative scenic spots in Beijing as the research samples. And through the questionnaire survey to tourists and interviews, collect first-hand information and data. This study uses the social science statistical software SPSS statistical 19.0 to analyze the first-hand data and data collected. The results show that according to the degree of influence, tourists think that Beijing tourism souvenirs exist in order: the purchasing environment is poor, the function is poor, the propaganda way is backward, the homogeneity is serious and so on. Through the comprehensive analysis of the most important factors of tourists, it is concluded that the restrictive factors affecting tourists' purchase of Beijing tourist souvenirs are serious homogeneity, poor purchasing environment, backward propaganda methods and poor function and practicability. The factors that affect the success of Beijing tourist souvenirs are traditional craft, cultural connotation, packaging design and brand.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592

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