购物是旅游行业中需求与供给弹性最高的行业，对于我国未来旅游经济的发展具有重要的战略作用。文章通过整合期望差异模型、单纯感知模型、规范模型的优势，构建了具有一致性、普遍适用性的游客旅游购物满意度模型。在此基础上分别对广深珠3地、不同客源地游客旅游购物需求特征及满意度进行研究。研究结果表明，入境游客更加关注服务的个性化及质量，而国内游客更加注重购物的性价比。而广州市的“旅游购物”竞争力最强，但服务质量和服务水平有待提高；珠海市“旅游购物”的性价比不足，对国内游客缺乏吸引力；深圳市亟需通过差异化的“旅游购物体验”来缩小与香港的差距。%Shopping has highest elasticity of demand and supply in tourism industry,which plays an important strategic role in the development of Chinese tourism economy for the future.Integrating advantage of Expecta-tion-Perception,Performance-Only and Congruity model,this paper built tourism shopping satisfaction model with universal applicability and consistency.On the basis of the new model,we compare three cities in demand characteristics and tourist shopping satisfaction by separating the tourist into three source markets.Research re-sults show that the inbound tourists pay more attention to personalized service and service quality.Domestic tourists focus on the price.Guangzhou is the most competitive in shopping but should improve the service quali-ty,on the other hand,shopping in Zhuhai is not cost-effective enough,lacking attraction of domestic tourists;Shenzhen needs differentiation through improving “tourist shopping experience”to narrow the gap with Hong Kong.
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