KMS XINJIANG INSTITUTE OF ECOLOGY AND GEOGRAPHY，CAS
| 旅游购物服务管理体系研究-以新疆为例 | |
| Alternative Title | Research on the system of tourist shopping service management A Case study of Xinjiang |
| 刘群 | |
| Subtype | 博士 |
| Thesis Advisor | 杨兆萍 |
| 2019-06-30 | |
| Degree Grantor | 中国科学院大学 |
| Place of Conferral | 北京 |
| Degree Discipline | 理学博士 |
| Keyword | 旅游购物 旅游商品 旅游购物场所 旅游购物环境 新疆 |
| Abstract | 旅游是新时代人民追求美好生活的重要内容， 购物是促进旅游经济增长的重要“引擎”，随着消费结构转型与个性化需求增长，人们对旅游购物服务提出更高要求。因而， 如何基于区域资源禀赋与市场需求导向， 探索构建服务管理体系将是提升旅游购物高质量发展的有益尝试。 本文以新疆主要地州市为例，基于旅游购物要素服务理论基础， 系统梳理新疆全区旅游购物要素禀赋特征与发展瓶颈， 并运用服务评估体系宏观测度新疆区域旅游购物发展潜力与微观环境旅游者对购物市场的服务需求评价，以期探究新疆旅游购物发展路径与管理保障措施，为区域旅游购物研究提供思路方法，为旅游购物理论基础丰富内涵。 本文主要研究内容与结论归纳如下：（1） 本文基于旅游购物概念内涵与相关研究基础，从旅游购物系统与产业视角提取并分析了旅游购物核心要素构成及内涵特征。旅游购物核心要素包含旅游商品资源、旅游购物场所与旅游购物环境。旅游商品资源是旅游购物的核心吸引物， 形成于特定地域环境， 所表达的价值特性不同， 依据国标总体分为 7 个主要基本类型； 旅游购物场所是旅游购物活动的空间载体， 类型丰富且具有共性内涵， 服务于旅游商品销售， 依托旅游资源形成多种布局模式； 旅游购物环境是旅游商品资源与旅游购物场所内涵形成与特征表现的支撑基础， 包含宏观与微观尺度两方面内容。（2） 依据供给-需求-支撑系统思维， 本文构建了由旅游购物要素服务评估、旅游购物服务发展模式与旅游购物服务管理保障组成的旅游购物要素服务管理框架。旅游购物要素服务评估体系包含宏观环境的旅游购物服务潜力评价， 主要选取旅游商品资源开发基础、旅游商品生产销售条件等六个维度 20 项指标构成； 微观环境的旅游购物服务满意测评， 采用问卷调查获取旅游者购物服务评价。 基于国内外都市、乡村、博物馆、区域四种类型旅游购物发展案例的总结分析， 归纳得出市场培育发展型、资源禀赋优势型、艺术产品创意型与品牌商品引导型的旅游购物服务发展模式。 以提升旅游购物服务质量为目标， 充分考量旅游购物的发展特征与问题瓶颈， 提出了政策服务保障，组织协同管理与市场综合监管构成的旅游购物服务管理保障体系。（3） 基于理论基础、 实地考察与统计分析， 本文系统梳理并探究了新疆旅游购物发展环境现状， 旅游商品资源类型结构， 旅游购物场所销售网络及旅游购物管理现状瓶颈。 新疆旅游购物发展环境优越， 资源丰厚， 产业兴盛。 统计结果表明， 新疆代表性旅游商品总计 1060 件， 类型结构完善， 以农林畜产品与制品，传统手工产品与工艺品最为充裕，水产品与制品数量较少。旅游商品空间分布的尺度效应明显， 三大地理区域尺度中， 北疆地区旅游商品最为丰富； 地州尺度上呈现中心区域集聚现象；县市尺度较为分散。 各区域的优势类型旅游商品差异显著，北疆地区的日用工业品丰富，南疆地区的中草药材及制品具有绝对优势。新疆线下旅游购物场所多样， 多分布在喀什地区、阿克苏地区与和田地区，而特色购物场所主要集聚在乌鲁木齐市。 线上网络电商丰富，线上与线下融合发展形成多元化的销售网络格局。 新疆旅游购物的发展以品牌商品引导型与资源禀赋优势型为主， 典型代表为“新疆礼物” 、 乡村特色商品产业。 新疆旅游购物政策良好， 然而市场调研分析结果显示， 新疆旅游商品、购物市场等要素仍需要改善部分问题。（4） 本文综合运用德尔菲法、 层次分析法、 熵值法、问卷调查与实地考察等方法， 进行新疆旅游购物服务水平的宏观与微观评估， 探究服务路径选择与管理保障措施。 基于宏观环境新疆区域旅游购物服务潜力评估可得， 乌鲁木齐市（0.7115 分） 得分最高，伊犁州直属县（市）与喀什地区位列其后，博尔塔拉蒙古自治州分数最低，具体到六个维度得分来看，不同区域优势特征与总体情况不同。 依据潜力等级划分，乌鲁木齐和伊犁州直属县（市） 属于高水平潜力区域， 发展前景广阔。 基于微观环境旅游者服务满意调研发现， 75.96%的旅游者偏好购买新疆土特产， 多选择在新疆巴扎市场与本地市区特产店或超市购物，赠送亲朋好友是购物的主要目的， 旅游者对新疆旅游购物整体满意， 对人员服务有较高期待， 需要加强。 依据新疆旅游购物发展潜力基础与旅游购物模式综合研判， 本文围绕着“旅游商品、销售场所和购物服务” 三大要素， 提出特色商品品牌化，品牌商品标准化的品牌商品引导型模式；打造旅游购物目的地，乡村旅游购物产业扶贫的资源禀赋优势型模式； 建立新疆旅游购物销售服务体系、 完善新疆旅游购物服务营销网络的营销策略。从政策、组织与市场方面保障旅游购物服务有序发展。 |
| Other Abstract | Tourism is an important part of a better life in the new era. Shopping is an important"engine" to promote tourism economic growth. With the transformation of consumptionstructure and the growth of personalized demand, people preferred higher requirements fortourist shopping services. Therefore, how to build a service management system based onregional resource endowment and market demand orientation will be a beneficial attempt toimprove the quality of tourist shopping development. Therefore, this paper takes Xinjiangas an example, based on the theory of tourist shopping elements system, systematicallycombs the characteristics and bottlenecks of tourist shopping elements in Xinjiang, measuresthe development potential in macro-scale and market demand preference of regional touristshopping in micro-scale by using service evaluation system, to explore the development pathand management safeguard measures, provides some thoughts for the study of regionaltourist shopping, and to enrich the theoretical basis of tourist shopping. The main researchcontents and conclusions are summarized as follows.(1) Based on the connotation of tourist shopping concept and related researchfoundation, this paper extracts and analyses the core elements and their characteristics oftourist shopping from the perspective of tourist shopping system and industry. The coreelements of tourist shopping include tourism commodity resources, tourist shopping placesand tourist shopping environment. Tourism commodity resources are the core attractions oftourist shopping, which are formed in a specific geographical environment and expressdifferent value characteristics. They can be divided into seven main basic types according tothe national standard. Tourist shopping places are the spatial carriers of tourist shoppingactivities with rich types and common connotations, serving the sale of tourism commoditiesand forming various layout patterns relying on tourism resources. Context is the basis for theformation of connotation and characteristics of tourism commodity resources and touristshopping places, including macro and micro-scale content.(2) According to the supply-demand-support system thinking, this paper constructs aservice management framework of tourist shopping elements, which consists of serviceevaluation of tourist shopping elements, development mode of tourist shopping services andmanagement and guarantee of tourist shopping services. The service evaluation system oftourist shopping elements includes the potential evaluation of tourist shopping services in macro-environment, which mainly consists six dimensions and 20 indicators, such as thedevelopment basis of tourism commodity resources, the production and marketingconditions of tourism commodities, etc. The satisfaction evaluation of tourist shoppingservices in micro-environment is carried out by questionnaire survey to obtain the overallevaluation from tourists. Based on the characteristics of four types of tourist shoppingservice development cases at home and abroad, this paper summarizes the developmentmodels, market cultivation, resource endowment advantage, artistic product creativity andbrand commodity guidance. Aiming at the improvement and guarantee of service quality,this paper fully considers the development characteristics and bottlenecks of tourist shopping,and puts forward the guarantee system of tourism shopping service management, whichconsists of policy service guarantee, organizational collaborative management and marketcomprehensive supervision.(3) Based on the theoretical basis, on-the-spot investigation and statistical analysis, thispaper systematically combs and explores the current situation of tourist shoppingdevelopment environment, the structure of tourism commodity resources, the sales networkof tourist shopping places and the bottleneck of tourist shopping management in Xinjiang.The tourist shopping development environment in Xinjiang is superior, resources areabundant, and industry is flourishing. Results indicated that the representative tourismcommodities totaled 1,060, types and structures are perfect. Among which, agriculture,forestry and livestock products and products, traditional handicraft products and crafts werethe most abundant, while the number of aquatic products and its products were less. Thescale effect of spatial distribution of tourism commodities is obvious. In three geographicregional scales, the northern Xinjiang is rich in tourism commodities. In the prefecture scale,there is a centralized regional agglomeration, the county and city scales are scattered. Thereare significant differences in tourism commodities of dominant types of different regions.There are abundant daily used industrial commodities in northern Xinjiang, while Chineseherbal medicines and products in southern Xinjiang have absolute advantages. Xinjiang hasa variety of off-line tourist shopping places, abundant online e-commerce, and a diversifiedsales network pattern formed by the integration of online and offline development. Amongthem, the off-line tourist shopping places in Xinjiang are mostly distributed in Kashgar, Aksuand Hetian areas, while the characteristic shopping places are mainly concentrated in Urumqi.Online e-commerce is abundant, and the integration of online and offline forms a diversifieddistribution network pattern. The development of tourism shopping in Xinjiang is mainly based on brand commodity guidance and resource endowment advantages. The typicalrepresentatives are "Xinjiang Gift" and commodity industry with rural characteristics.Tourism shopping policy of Xinjiang is good, while market research and analysis resultsshow that some factors such as tourism commodities and shopping market still need to beimproved.(4) In this paper, Delphi method, entropy method, questionnaire survey and empiricalresearch are used to evaluate the basis of shopping service level of Xinjiang tourism, and toguide the exploration of service path selection and management guarantee measures. Basedon the evaluation of regional tourist shopping service potential in Xinjiang, Urumqi (0.7115points) has the highest score, followed by Yili and Kashgar, Bortala Mongolian autonomousprefecture has the lowest score. In terms of specific scores in six dimensions, differentregions have different characteristics. According to the classification of potential level,Urumqi and Yili belong to high level potential areas with broad prospects for development.Based on the survey of service satisfaction, it is found that 75.96% of tourists prefer to buylocal specialties of Xinjiang, and most of them choose to buy shopping in bazar market, localspecialty shops or supermarkets. Giving gifts to relatives and friends is the main purpose oftheir tourist shopping. Tourists are generally satisfied with the tourist shopping of Xinjiangand have high expectations for staff services, which need to be strengthened. Based on thedevelopment potential basis of Xinjiang tourist shopping and the model of tourist shopping,this paper proposes suggestion with three elements of "tourism commodities, sales place andshopping service". It puts forward the brand-oriented mode of brand goods withcharacteristic commodities and standardization of brand commodities; the resourceendowment advantage mode of creating tourist shopping destinations and poverty alleviationin rural tourism shopping industry; the marketing strategy of establishing Xinjiang tourismshopping sales service system and improving Xinjiang tourism shopping service marketingnetwork.To ensure the orderly development of tourism shopping service from the aspects ofpolicy, organization and market. |
| Subject Area | 人文地理学 |
| Language | 中文 |
| Document Type | 学位论文 |
| Identifier | http://ir.xjlas.org/handle/365004/15269 |
| Collection | 中国科学院新疆生态与地理研究所 研究系统 |
| Affiliation | 中国科学院新疆生态与地理研究所 |
| First Author Affilication | 中国科学院新疆生态与地理研究所 |
| Recommended Citation GB/T 7714 | 刘群. 旅游购物服务管理体系研究-以新疆为例[D]. 北京. 中国科学院大学,2019. |
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