泰国旅游者赴滇购物行为研究

Abstract

旅游购物收入是除旅游交通费用外占旅游外汇收入比重最大的部分。 云南作为旅游大省但旅游购物消费一直制约着它的发展。通过对泰国旅游消费者购物 行为研究得出购物部分性、购物自主性强、购物服务要求高等特点。根据以上特点对 云南开拓泰国客源市场提供旅游购物目标市场细分、旅游购物品细分、旅游购物品营 销组合及购物环境优化等策略。

Tourism shopping income is the biggest part of tourism foreign exchange earnings in addition to the tourism traffic expenses. Yunnan is a province of which economy mainly relies on tourism; however its economic development has been restricted by the development of tourism shopping consumption. By studying shopping behavior of Thai tourists, it is found that there are three characteristics of Thai tourists shopping behavior. They are partial shopping, strong independence of shopping, and high standard of the shopping service. According to the characteristics above, it helps Yunnan to exploit the Thailand tourist market by following strategies: the tourism shopping target market segmentation, the segmentation of tourism purchases, the marketing portfolios of tourism purchases and the optimization of shopping environment.