營銷策略與購物動機對旅遊者購物行為的影響 : 以杭州市接待的東南亞團隊遊客為例

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營銷策略與購物動機對旅遊者購物行為的影響 : 以杭州市接待的東南亞團隊遊客為例

 

Author: 潘海穎
Pan, Haiying
Title: 營銷策略與購物動機對旅遊者購物行為的影響 : 以杭州市接待的東南亞團隊遊客為例
Ying xiao ce lue yu gou wu dong ji dui lu you zhe gou wu xing wei de ying xiang : yi Hangzhou Shi jie dai de dong nan ya tuan dui you ke wei li
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Consumer behavior -- China -- Hangzhou -- Case studies
Marketing -- China -- Hangzhou -- Case studies
Tourism -- China -- Hangzhou -- Case studies
Department: School of Hotel and Tourism Management
Pages: 8, 105 p. : ill., charts ; 30 cm
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1717694
URI: http://theses.lib.polyu.edu.hk/handle/200/381
Abstract: The shopping behavior of a tourist is influenced by two factors, which are individual factor and environmental factor. In these two factors, marketing strategy is an important element of external environmental factor. The shopping motivators play very important roles that affect tourists' mind. Based on the review and research of archives, this thesis builds a theoretical model of tourists' shopping behavior research. It analyzes and discusses shopping behavior from three angles, which are shopping motivators, demographic items and external marketing strategies. Based on the research of shopping behavior and marketing strategy theories, combining with the facts of tourism industry, the researcher lists nine shopping motivators and breaks down 4Ps marketing strategies into 17 specific items. With the help of second-hand data, surveys and in-depth interviews, focused on the well-known tourism city Hangzhou, targeted on the tour groups from Southeast Asia, the researcher has found out the facts of tourists' shopping behavior and summarized that practical, affordable and beautiful are the three essential motivators. Tourists believe that price strategy is the most essential one in marketing strategies. Shopping motivators are correlated to different items of population statistics. Nationality and each marketing strategy are closely related. Occupation and family income are closely related to product strategy. Packaged tourists in Hangzhou spend more than the average of the whole country, however, tourists from Hongkong and Taiwan spend less. The majority of them have visited China for several times and they mainly travel in a group. The most popular products that tourists like to buy are food/tea, clothes/silk and souvenir/arts and crafts. The publicity of Hangzhou's tourism products is still in a way of from mouth to ear. Since the research aim is clear and research field is specific, this article not only paves a theoretical way for tourists' shopping behavior research, but also provides relatively correct information and suggestions for the tourism industry.

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