问题描述：
毕业用的外文翻译.谢谢
如果被采纳再追加100分
有关统计学预测方面的也可以。在线等。。谢谢了
问题解答：
祝你好运 这种专业的东西最好向你同学请教~
The inquiry of the Tourist Shopping Experiences and Satisfaction
Timothy and Alan Fyall. Tourism Res. 2007（9）：87~92
Abstract
This paper inquiry tourists’ perceived satisfaction with local shopping tourism culture with special reference to the Cappadocia region. A survey questionnaire was designed and conducted with tourists visiting the region on a guided tour. It was found that the respondents recorded different levels of satisfaction with various attributes of shops and shopping. Based on the research results, it is suggested that providing a higher level of shopping experience for tourists and increasing the contribution of shopping to the regional economy requires supporting indigenous local people via various fiscal and educational instruments to continue producing and retailing authentic handicrafts and souvenir goods. It is believed that this not only is necessary for the achievement of higher levels of tourist satisfaction and greater economic benefits for the local economy but also for achieving the ultimate goal of sustained and sustainable tourism development.
Keywords: shopping experience; satisfaction; shopping; shops attributes.
Introduction
Shopping as a major leisure activity has become an important element in tourism .The role of shopping in leisure time has changed because variations in social, cultural and economic trends throughout the world are creating new consumption and behaviour patterns, as well as new demands, in that no longer is shopping viewed only as the acquisition of daily necessities and serving purely a utilitarian function What is new is that the act of shopping in modern society is becoming materialistic and consumptive such that not only are necessities for daily needs acquired, but recreationists and tourists also acquire clothing, souvenirs, artworks and handicrafts that remind them of their visit. Thus, shopping becomes a significant part of the tourist experience while serving also as a motivating factor for travel. It is also now accepted that shopping opportunities are an indispensable part of tourism supply and have an important role in the success of most tourist destinations.
Shopping, together with visiting friends and relatives, having fun, and experiencing indigenous culture, for example, functions as a motivating factor that affects tourists’ travel decisions and, shopping is a powerful force for tourism in terms of actual consumption of goods purchased and as a source of enjoyment and satisfaction. Shopping is one of the oldest activities associated with, and one of the most common undertakings during, travel. For most tourists, in fact, a vacation experience would be incomplete without opportunities to shop. Most tourists do not purchase goods only for themselves, but also for friends and relatives.
Naturally, shopping as one of the most important tourism activities has an important economic impact on host communities, as it requires the spending of money for leisure purposes. However, the effects of shopping may not be limited to economic gains for local, regional and national economies. The products purchased by tourists for different reasons may help a destination develop a favourable image in the mind of tourists and their friends and relatives, because people in general, and tourists in particular, tend to share their experiences through photos, videos and items they purchased while away. Thus, in addition to using tourism as an alternative economic growth strategy, developing various components of the industry (e.g. shopping) may be used as a political tool to promote an auspicious image on the international stage. This might suggest that a well-managed tourist shopping experience may function as a tool for building a more favourable image of tourist destinations. In this context, Fodness implies that understanding the motivation of tourists visiting a destination is important for marketers to develop a better image for the destinations and products they promote, and to assess their service quality. Thus, from a holistic point of view, using every element of the tourism product contributing to the overall travel experience is essential for establishing a better destination image and achieving differentiation among many commodities destinations around the world.
The cappadocia region
Cappadocia is located in the Central Anatolia region of Turkey. Today, despite the growth of tourism, agriculture remains the largest economic sector as it creates jobs for 70% of the local population. Additionally, 15% of the local population are traders, 10% have independent businesses, while the remaining 5% are employed in other areas. For local residents, shopping has been one of the main income sources from tourism, because tourists’ retailing patterns are based primarily on the purchase of handicrafts produced in the area by local artisans.
According to statistical figures from the Tourism Ministry of Turkey in 2003, some foreign tourists stayed in Cappadocia in 2002. This was the population for this study. Tourists taking at least a one-day tour in the region arranged by one of the local travel agencies were culled as the sample. There were no statistical figures on what percentage of foreign tourists visited Cappadocia by local tour. Therefore, from the population of foreign tourists, the sample size was calculated as by employing the formula utilised by Ryan, which requires a decision about what population proportion to use. For example, ‘If there is not a priori inclination, as in the case of this research, then the value of p = 0.5 is often used’. Sampling error or allowable error is conventionally accepted between 1% and 10%; however, it is suggested that sampling error should be carefully assessed in light of the nature of the derivation of the population proportion and other aspects of the initial data. On the basis of the argument given above, this research accepted a 6% allowable error，for example:
First: Desired shopping items
Respondents were asked to state what items they had actually purchased during their visit. The answers were general souvenirs 78.3%, pottery 53%, clothes 19.8%, carpets 17.7%, jewelry 15.6%and leather 4.8%. However, in response to one of the open-ended questions, most respondents noted that despite the fact that carpets were the most attractive items to buy, prices were higher than they had expected. In response to ‘what motivated you to shop in Cappadocia’, half of the respondents indicated that authenticity of the product was the first factor, followed by efficiency of sales staff 25.7%, the tour itself 24.3% and quality of products 22.5%.
Second: Pre-shopping attitudes
Approximately 63.1% of respondents were first-time travellers to Turkey, 61.6% of the respondents had not purchased Turkish products prior to this trip. Moreover, 70.6% of the respondents indicated that they did not plan to shop before coming on the tour to the region. Although the Cappadocia was reported as the most favorable shopping place, the authors believe that a lack of information about shopping opportunities in the region may be one of the primary reasons, further research is needed to find out the other reasons the majority of respondents had not thought about shopping before purchasing the tour to the region. Knowing facts in this regard has the potential to help tourism stakeholders, particularly shop operators, to design effective and efficient strategies to make the region more attractive for shoppers.
Third: Tourists’ perception of the shopping environment
A majority of the respondents 54.3% stated that they visited different shops to compare products and prices, but a larger majority 67.7% preferred shopping venues where local people shop. Surprisingly, less than one-third of respondents stated that low prices were a main reason for their shopping in the region, whereas this was not a major factor for approximately. It is interesting to note that a significant portion of the respondents 26.5% could not decide if low prices were the main factor in their decision to shop. More than half of the respondents stated that they took into account the advice of the tour guide about shopping; Just under half of all respondents (46.8%) preferred shopping alone to shopping with a group, whereas 27.7% of them stated their disagreement or strong disagreement with this item. Moreover, 35% agreed or strongly agreed with the statement ‘prefer shopping centers to individual shops’. Finally, a majority of the respondents (54%) stated that they shopped generally for souvenirs.
Conclusion
This paper has inquiry the tourist shopping experience in the Turkish region of Cappadocia. The authors are cognizant that the findings cannot necessarily be generalized to shopping destinations everywhere. However, they provide valuable information for the study region in particular.
Although the results indicate that shopping is the third most important reason for visiting the region, product authenticity was the most important factor.The study also demonstrates that respondents were satisfied with the authenticity of products. Surprisingly, although previous research suggests that relative prices between countries are the most important motive for tourists to shop , this study demonstrates that the relatively low prices in the study region were not in fact the most important influence in respondents’ decision to purchase.
Based on these findings, three main policy recommendations may be suggested to achieve sustained tourism development through shopping. First, retail venues should be improved. If necessary, new shopping facilities should be established. It is also argued that tourist shopping facilities should not be developed separately from places where local people shop, since the findings here suggest that visitors are interested in shopping where destination residents shop. Second, in this regard, it is suggested that shopping activities and shopping experience should be presented as a part of local culture since the vast majority of respondents (63%) in this study desired to experience new cultures and places. Clearly, cultural tourism appeals to a larger segment of the international tourism market than shopping tourism alone does. Third, the authenticity of retail merchandise in particular and the region as a local tourist destination in general should be defined, maintained and protected. For example, a participatory tourism development approach can be utilised to maintain and improve product authenticity in terms of souvenirs and handicrafts. To achieve this objective, local people, including indigenous artisans, should be encouraged by receiving financial incentives, free consultancy services in the production of crafts and souvenirs, and training to develop their entrepreneurial skills. However, Tosun (1998a) argued that highly organized mass tourism limits tourists from experiencing the authenticity of local culture. He asserts that: Tour guides and big hotel companies do not want tourists to visit small shops in the centre of the county. They have often given wrong information to tourists in order to stop them visiting the locally owned small shops . . . tourists are frequently directed to visit pre-determined large shops with which tour guides and hotel companies have made commission contracts. These shops are just outside of the county and many of them are owned and operated by non-local people. Some hotel companies even provide free accommodations for tourists in order to sell goods from their souvenir shops
Finally, the authors recommend that more rigorous and systematic studies about the effects of cultural differences between shoppers and shop operators on the overall shopping experience by tourists should be conducted. It is believed that such studies would lead to the establishment and implementation of various strategies to increase tourist satisfaction with the shopping experience.
尽管中国旅游业每天都在发生着日新月异的发展变化，但是在这样的研讨会上，我们却很难讲出让大家满意的新观点，让大家感到收获颇丰的新信息，我尽量的按照大家的要求讲一些我们当前旅游业发展和投资方面的一些情况。供大家参考。我想讲三个问题。第一我国旅游业发展的现状与趋势。近年来中国旅游业实现了持续快速发展。有这样几组数字可供大家参考，一是从2002年—2007年过境旅游人数从3680万人次将增长到5360万人次，年均增长7.8%，高于全球平均增长率3个百分点。二是旅游外汇收入从204亿美元将增长到370亿美元，年均增长12.6%，高于全球平均增长率的两个百分点。三是国内旅游人数从8.8亿人次将增长到15亿人次，年均增长11.3%。国内旅游收入从3878亿元将增长到6820亿元，年均增长12%。第四个数字就是旅游总收入从5566亿元将增长到1万亿元，年均增长12.4%，还有一个数字就是中国公民处境旅游目的地的国家和地区从20个增加到132个，处境旅游人数从1660万人次将增长到4000万人次，年均增长19.2%。
目前中国已经成为世界第四大入镜旅游接待国，亚洲第一大处境旅游国，2006年实现了我国城乡居民人均出游一次的历史性跨越。当前是我国的旅游业的战略转型期，据联合国世界旅游组织预测，到2015年中国将成为世界上第一大入镜旅游接待国和第四大出境旅游客源国。据有关部门的研究预测，届时将发生如下一些变化：
1、入镜过夜旅游人数可达1亿人次左右，国内旅游人数可达28亿人次左右。实现国内居民平均出游两次，出境旅游人数可达1亿人次左右。游客市场总量可达30亿人次左右。旅游总收入可达2万亿人民币。
2、旅游市场将从入镜旅游为主导，国内旅游为基础扩展到入镜、国内、出境三大市场共同发展。特别是随着人民生活水平的不断提高，出境旅游消费将持续增长。
3、是以观光旅游为主发展到观光消费并驾齐驱的方式。
4、自驾游开始兴起。
第二个问题是我国旅游业投资的现状和今后一段时间投资需求的重点。据不完全统计，十五期间，我国旅游业投资总规模达9000亿元人民币，2006年旅游投资为2000亿元，现阶段我国旅游投资呈现以下一些特点：
1、政府投资稳固增长。企业投资成为投资主体
2、旅游投资主要集中在旅游基础设施宾馆饭店和旅游景区，三大旅游投资的总额占旅游投资的85%。
3、在区域分布上东部地区旅游总量占40%。而细部地区旅游投资规模增幅最大。占旅游总投资的比例从26%上升到33.34%。
4、跨行业、跨地区投资旅游业的态势进一步发展，其中连片开发旅游项目的投资方式悄然兴起。旅游投资新业态持续升温，旅游投资幅度进一步改革，旅游项目的投资开发水平在不断的提升。我国旅游投资正在成为新的投资增长点。
随着我国旅游业的开放发展，对投资需求将进一步扩大，预计十一五期间，我国将规划建设的旅游项目达到1.3万个。总投资1.8万亿元。年均增长15%。今后一段时间，我国旅游投资的重点是有这样几个：
1、住宿设施的投资。目前我国有各类旅游住宿设施30万家，客房总数为700万间，预计十一五期间我国饭店投资将达3400亿元，到2015年全国需新增加各类住宿设施20万家。其中需要新增1万多家星级饭店。这个是经过预测的，可能角度不同。有的说需要新增五星级饭店700多家，有的说需要500多家，总之是500—700家。经济型品牌连锁酒店和高等级的商务酒店将成为投资热点。
2、景区景点的投资，目前全国有各类旅游景区景点2万多家，随着人们旅游消费的持续增长，我国休闲渡假旅游景区将大为缺乏，特别是休闲内的景区将大幅度增长，预计十一五期间我国旅游景区投资将达8000亿元。到2015年全国需要新增景区1万亿家。其中休闲渡假景区将占50%以上。
3、交通基础设施方面的投资。根据到2015年我国旅游人数的增长预测，届时我国乘坐飞机的有客将超过4亿人次，铁路游客总量将超过25亿人次。水路客运将达到3亿人次，公路客运规模将成倍增长。据此，需要新增加相应数量的飞机、公路、铁路和船舶运输。并需要建设一批与之相配套的机场、码头等基础设施、汽车营地、加油站点和维修站点等服务设施。这将带动数以万亿计的基础设施投资。其中十一五期间直接服务于旅游业的基础设施投资将达到3700亿元。
4、旅游新业态的投资。随着旅游消费、多元需求的增长，特别是旅游个性化趋势的增强，探险旅游，油轮游艇，海洋旅游、康体旅游、温泉渡假、滑雪等等相关的个性化旅游以及专业的码头建设将吸引大量的投资，预计十一五期间我国旅游新业态将达1400亿元。
5、餐饮娱乐购物方面的投资。旅游业的快速增长对旅游娱乐、旅游文化、旅游服务等提出了很大的服务，特色餐饮、文化娱乐、特色旅游商品的研发正在成为新的投资热点领域。预计十一五期间我国旅游演出项目投资超过200亿元。投资购物投资项目将达到700亿元。近年来各地各有关部门以及广大投资商更加关注和重视旅游投资领域，海内外投资商也都非常关注中国旅游业持续发展带来的巨大商机，为了引导社会资金投入旅游业，云南、重庆、陕西、吉林等地进一步深化投资体制改革，投入搭建新的旅游投资平台，组建了省级旅游投资公司，专门参与旅游招商引资和投资，使旅游项目的投资效益得以充分放大，旅游投资对当地经济的促进作用得以充分的体现，取得了较好的成效。
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