旅游纪念品特征与消费者诉求之间的关系研究
摘 要：旅游纪念品的商业价值属性显示出起决定性作用的因素是消费者的行为，所以，调研旅游消费者的消费行为，从中反映出的消费者诉求的特征偏好，便是旅游纪念品应该具有的特征。旅游纪念品市场对产品偏好的特征与消费者的行为发展趋势可以说是相互对应的。检验旅游纪念品市场的销售目标是终端购买，旅游纪念品购买的行为主体是人，消费者的心理变化因素决定了消费者的行为，消费者的行为的发展决定了旅客对某种特征的旅游纪念品的偏好。在一个景点的旅游纪念品销售终端，旅客的消费行为偏好特征决定着该景点的旅游纪念品特征，也是引导该景点旅游纪念品设计特征的最好风向标。
关键词：消费者的诉求；消费者行为；终端营销
中图分类号：TB472 文献标识码：A
文章编码：1672-7053(2018)09-0057-02
Abstract：The commercial value attributes of tourist souvenirs show that the decisive factor is the consumer behavior. Therefore, investigating the consumer behavior of tourist souvenirs reflects the characteristics and preferences of consumers'demands, which is the characteristics of tourist souvenirs. The characteristics of tourism souvenir market preference and the trend of consumer behavior development can be said to be mutually corresponding. The sales target of the test tourist souvenir market is terminal purchase. The behavior subject of tourist souvenir purchase is human. The psychological change factors of consumers determine the behavior of consumers. The development of consumer behavior determines the preference of tourists for certain characteristics of tourist souvenirs. In a tourist souvenir sales terminal of a scenic spot, the characteristics of tourist behavior preference determine the characteristics of tourist souvenirs in the scenic spot, and it is also the best vane to guide the design characteristics of tourist souvenirs in the scenic spot.
Key Words：Consumer demands; Consumer behavior; Terminal marketing
