根据波特钻石理论模型假设了影响游客购买北京旅游纪念品的
制约因素及成功因素,选择八达岭长城、故宫等六个北京比较具有
代表性的景区作为研究样本。并通过问卷调查法对游客进行实地调
查和访问,搜集第一手资料和数据。

本研究运用社会科学统计软件SPSS statistic 19.0,对搜集到的
第一手资料和数据进行分析。结果显示,根据影响力度的大小,游
客认为北京旅游纪念品依次存在:购买环境糟糕、功能实用性差、
宣传方式落后、同质化严重等问题。

通过对游客最看重要素的综合分析,得出影响游客购买北京旅
游纪念品的制约因素分别是同质化严重、购买环境糟糕、宣传方式
落后、功能实用性差。影响游客购买北京旅游纪念品的成功因素分
别是传统工艺、文化内涵、包装设计以及品牌。

关键词北京旅游纪念品,波特钻石理论,购买因素
ABSTRACT
This research is designed to find out the restraining factors and
success-influence factors of tourist souvenir market based on the
understanding of present souvenir market situation.
According to the Porter Diamond Model, the restraining factors and
success factors of tourist souvenir market in Beijing are assumed, six of
the most popular scenic spots including Badaling Great Wall, Forbidden
City are chosen as samples. A quantity study was conducted and
questionnaires are distributed to collect first-hand data.
Analyzing the data by SPSS 19.0, this study concluded that the
restraining factors are terrible shopping environment, poor practical
applicability, out-of-the-date market promotion and critical
homogenization. The success factors are cultural features, wraps,
branding and traditional handicraft.
KEY WORDS Tourist souvenir,Porter Diamond Model,
restraining factors, success factors