国际旅游岛建设背景下，免税购物被寄予提升游客数量和质量、拉动消费、优化海南产业结构和带动经济社会全面发展的深远希望。在这些目标的要求下，发展更应当理性和慎重，发现现实中存在的问题并解决问题可以为健康发展保驾护航。在实证分析的基础上，通过问卷调查和深入访谈，运用因子分析的方法将游客感知评价的问题归纳为免税店环境和设施、免税店政策和管理、免税店服务三个因素。数据显示，游客对以上三个因素的整体评价不高，赋值运算结果显示，免税店服务是评价较高也是游客最关注的一方面，其次是免税店政策和管理，最后是免税店环境和设施。最后提出，发展免税购物游关键是提升服务质量，吸引游客，市场发展会带来政策调整和设施完善，当然，在整个发展过程中需要政府和企业的协同合作。%Under the background of international tourism destination construction, duty-free shopping is expected to improve tourist quantity and quality, stimulate consumption, optimize the structure of industry in Hainan and accelerate the development of economy and society. Under these purpose, development should be more rational and cautious. To find the problems existing in reality and solve them can make sure the healthy development. This Research basis on empirical analysis, through the questionnaire survey and in-depth interviews, using the factor analysis method, tourists perceived problems can be summarized as duty free environment and facilities, duty-free policy and management and duty-free service. According to the data, tourists’ overall evaluation of the three factors above is not high, the results show that tourists’ perception on duty-free shop service is more higher than the other two factors and it also attracts more tourists to focus on. The second is the duty-free policy and management, the last is a duty-free shop environment and facilities. In the end, this research points out that the key to develop duty-free shopping tourism is to improve the quality of service. With more tourists arrived and market development, policy will be adjusted and facilities will be improved too, of course, in the process of the whole development, it needs the government and enterprise collaboration.
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