Research On The Development Of Tourism Shopping In Baoding Based On Customer’s Satisfaction

After years of development, the tourism industry has become an important way of regional economic growth. Compared to the other five elements of tourism activities, because of the elasticity of demand, shopping activities has become the main way to promote the tourism economic growth, which has been verified in developed countries in tourism shopping. However, the contrast between the boom of shopping abroad and depressed tourism shopping market in China is very obvious in recent years. As a tourist city, Baoding has varies of tourism resources and characteristic commodity markets. Its tourist accommodation and tourism revenue has increased year by year, and it ranked first in Hebei province for many years. With The coordinated development of beijing-tianjin-hebei and improvement of traffic system, the tourism industry of Baoding is so promising. However, the proportion of revenue of tourism shopping in the total tourism revenue of Baoding is far less than the national average level. The tourism shopping market develops slowly with the problems of tourism commodities, shopping environment and so on.Customer’s satisfaction of tourism shopping can not only reflect the development of a tourism shopping market but also can reflect the level of local tourism industry. The research of it has important theoretical and practical significance. Tourism shopping satisfaction can not only lead to repeat purchase, but also enhance the visibility of enterprise and region through the Good reputation.This paper mainly consists of three parts,the first part includes introduction and theoretical basis. Access to a large number of literatures about tourism shopping and customer satisfaction, the author combed the previous research more systematically. The relevant concepts and theories of tourism commodity, tourism shopping, tourism shopping market and tourism shopping satisfaction was defined and summarized to provide theoretical support for the development of this study.The second part includes survey of tourism shopping satisfaction in Baoding and the problems of tourism shopping and commodity development. The author investigated customer satisfaction of tourism shopping in Baoding on factors of commodity designing, commodity production, commodity sale, shopping place and service after sale, got the firsthand data for the first time, realized their consumer expectations and perception accurately, and fond that tourists’ satisfaction of shopping in Baoding was in generally low level, and there was a significant difference relative to the expectations of shopping. Many factors about tourism shopping influence their satisfaction including commodity designing, commodity production, commodity sale, shopping place and service after sale. Through the evaluation of shopping satisfaction and Importance-Performance analysis, the author summarized the main problems of tourism shopping and tourism commodity development in Baoding: lack of local characteristics, lack of brand awareness, lack of tourist awareness and quality awareness in shopping places, absent or offside of industry management.The third part includes development strategies to improve the tourism shopping satisfaction in Baoding and research conclusions. To solve these problems, the paper makes some recommendations and countermeasures to improve shopping satisfaction and promote the rapid and healthy development of tourism shopping market like that highlighting the image of Baoding tourism through "Baoding" culture, setting up the brand of "made in Baoding", strengthening the distribution and innovation of tourism shopping places, constructing a new mode of business management. At last, the research is summarized, including the shortcomings and the future prospect of this research.