Study On Purchase Behavior Of Tourism Souvenir In Heilongjiang Province

Along with the rapid development of tourism trade, tourism souvenir has become a most important part of it and is the key of the tourist commodity market. To improve the income proportion of tourist commodity to the overall tourism trade and economic profit of the total tourism trade it is important to expedite the development of tourism souvenir. Tourism souvenir of Heilongjiang province is the combination of tourism commodity, region, nationality and special tourism point. It's the management emphasis of tourism economy of Heilongjiang province. Hastening the development of tourism souvenir can benefit for society, economy and ecology. Furthermore, the development also improves the tourism and serves for the tourism economy of Heilongjiang province more efficiently. Therefore, it is very important to carry out a system studied on tourism souvenir purchase behavior in Heilongjiang province, which can instruct the design, producing and marketing of tourism souvenir. From the viewpoint of combining theory and demonstration, this thesis probes about the tourism souvenir and its relevant concept's verge and it makes an assay of the features and types of tourism souvenir. Analyzing the data of questionnaire, applying a series of subjects as tourism resource, marketing, psychology, behavior and economics, etc, the purchase behavior of tourism souvenir in Heilongjiang province is studied. The influence factors and the types of purchase behavior and the process of tourist decision-making of tourism souvenir in Heilongjiang province are studied and analyzed and the conclusions about them are generated. Based on these, the market actuality of tourism souvenir in Heilongjiang province is studied deeply and then the suggestions and countermeasures for developing and marketing to the related company and government are presented.