内地游客香港购物的行为心理探析

香港旅游购物市场运行机制完善,为中国内地开拓购物旅游市场提供了示范.通过分析内地游客在香港购物旅游案例,认为游客购物行为心理活动规律表现为:兴奋-疑惑-后悔-认可-满足.这种行为心理特征产生的原因与内地商品市场不完善、旅游业运行机制不健全,以及内地经济水平、游客的消费心理密切相关.内地购物旅游市场的培育需要从运行机制、利益分配、旅游商品生产与独家代理、旅游购物市场质量保证措施的可操作性等多方面借鉴香港旅游业发展的经验.

Probe into Inland Visitors' Behavioral Psychology while They are Shopping at Hong Kong

Shopping tourist market in Hong Kong is perfect concerning operating mechanism so that it has offered and demonstrated a good shopping example for mainland tourist market.This paper,through analyzing the case of inland visitors' shopping travel in Hong Kong,thinks that the psychological activity law of the shopping behavior is shown as: Pleasant surprise-Doubt-Regret-Approval-Satisfaction.It is owing to imperfect inland commodity market,inefficient tourist industry operating mechanism,and closely related to inland economic level,visitors' consuming psychology as well.To cultivate the tourist market,we should use Hong Kong tourist industry experience of development for reference in many such aspects as operating mechanism,management style,production and exclusive agent of travel commodity,travel,effective measures of shopping market quality guarantee,etc.