Research On The Current Status And The Tourists Purchasing Behavior Of Mianzhu New Year Painting Souvenirs

Mianzhu New Year Painting, as an intangible cultural heritage, is a valuable tourism resource. Developing it into tourism souvenirs not only helps to inherit the folk art, but also creates huge economic benefits. At present, Mianzhu New Year Painting Souvenir Industry has owned the first development step with over20souvenir operators and more than2000relevant people in this field. Hundreds of New Year Painting Souvenirs made and innovated by the craftsmen sell as far as to abroad, and the total revenue exceeds20million yuan. The prospect of the industry is promising, but meanwhile there exist many problems along with its development. For one thing, the whole industry has been mainly relied on the support of the local government. The backward managerial style indicates that it is still at an early stage of development. For another, corresponding theoretical guidance, especially the articles about production and management is insufficient. Therefore, the research on the production and business operation activities and tourists purchasing behavior of this industry helps to improve theory system on one hand, and provide optimization measures for further development according to the analysis of its current situation on the other hand. This, to a certain extent, suggests the importance of the study.The thesis identifies Mianzhu New Year Painting Souvenirs as research subject, analyses the process and current status of the souvenir business as well as tourists purchasing behavior by adopting field survey and questionnaire survey to refine its production and management mode. Some conclusions acquired through research are as follows. Firstly, local government support of the New Year Painting Souvenir Industry has achieved initial success, and its management measures are constantly strengthened. Secondly, now the family workshops are in the majority, and they implement the way of self-marketing. The souvenirs are mainly sold to the places in Sichuan Province. Thirdly, most of the tourists surveyed are local people or come from surrounding areas. They value the quality and design of New Year Painting Souvenirs.The thesis consists of five chapters. Chapter One systematically summarizes the research questions, significance, and related academic works at home and abroad. Chapter Two outlines the development of Mianzhu New Year Painting Souvenirs. It discusses the classification and characteristics of the folk art, and reviewes the development history of the souvenirs. Chapter Three analyses the production sales situation through field visit to discover the existing problems of the industry and corresponding reasons. Chapter Four analyses the tourists purchasing behavior based on the results of questionnaire survey, including the analysis of general features, the comparison between different groups, and the factors influencing purchasing behaviors. Chapter Five offers some proposals aiming at the problems, summarizes the deficiencies of the study and also makes a prospect of the future research trend.