南京博物院消费社会学视角下的旅游纪念品开发
毕业论文关键词：旅游纪念品；消费社会学；消费者行为特征
A Research on the Development of Tourist Souvenirs from the Perspective of Consuming Sociology —— Nanjing Museum as an example
Abstract: Nowadays, tourism industry is upgraded from ticket economy to industrial economy. Tourism shopping is an important part of the tourism industry chain and tourism souvenirs are an important component of tourism commodities. However, there are still various problems in souvenir market, making the development falls behind social expectation. For souvenir consuming has obvious social attributes, this essay focus on the development of tourist souvenirs from the perspective of consuming sociology by literature review, text analysis and field work. In this research, the consumer behavior of souvenirs is the independent variable while the social factors relating to consumers are the dependent variables. It is found that the consumers groups of the tourist souvenirs in Nanjing Museum are mainly youth and female, and the consuming pattern is changing from rational consumption to emotional consumption. Through recording and researching, this essay summarizes consuming characteristics and draws a conclusion in 4 aspects. The future development of tourist souvenirs is prospected.
Key words: tourist souvenir; consuming sociology; consumer behavior characteristics
目 录
摘要…1
关键词1
Abstract…1
Key words…1
引言1
一、问题的提出…2
（一）研究背景…2
1.旅游业从“门票经济”升级转向“产业经济”的趋势背景…2
2.旅游纪念品开发研究力度有待增强的现实背景…2
3.相关政策背景2
（二）研究对象的选取…3
二、研究设计…3
（一）理论视角3
1．消费的社会分层理论3
2．消费认同理论3
3．消费文化理论4
（二）相关概念界定4
1．旅游纪念品4
2．消费群体构成…4
（三）研究假设5
（四）研究变量5
（五）研究方法与数据来源…5
1.文献研究法5
2.文本分析方法5
3.田野调查法5
三、南京博物院旅游纪念品消费群体构成5
（一）主要消费群体为女性和青年…5
（二）南京博物院旅游纪念品消费的认同区隔…6
1．青年群体的认同…6
2．女性群体的认同…6
3．理性消费向感性消费的转变…7
四、南京博物院旅游纪念品的消费特征7
（一）南京博物院各类旅游纪念品的消费状况7
（二）南京博物院旅游纪念品的消费体验…8
1．实地消费体验…8
2．网络消费体验…9
3．多样卖点…9
五、结论10
（一）旅游纪念品未完全得到社会认同10
（二）旅游纪念品消费群体构成明显10
（三）旅游纪念品消费具有明显符号象征性特征10
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