问题描述：
找一篇关于旅游购物方面的外文,3000字,最要好带中文翻译,不带也可,帮帮忙,我没那么多分,就这点!!!
问题解答：
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.
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