Designing strategies of Pingyao lacquerware tourist souvenirs based on tourists’ demand

Abstract

The continuous development of the economy and the constant improvement in living standards have led tourists to have higher expectations for the entire travel experience. However, outdated Pingyao lacquerware tourism souvenirs have struggled to attract tourists’ attention and cannot better meet their demands. It is worth considering whether analyzing tourists’ demands could solve the current issues with lacquerware tourism souvenirs. To address this question, tourists in the Pingyao region were surveyed, and semi-structured interviews and questionnaires as research methods. Initially, semi-structured interviews were conducted with tourists in the Pingyao region to obtain the initial demand indicators for Pingyao lacquerware tourism souvenirs. Based on a literature review and expert summaries, 21 demand indicators were selected for the KANO model questionnaire, and 400 tourists were surveyed using stratified sampling. Data analysis revealed that of the 21 demand indicators evaluated by tourists, 5 as must-be quality, 7 as one-dimensional quality, 5 as attractive quality, and 4 as indifferent quality. The results of this study indicate that the demand attributes evaluated are related to tourists’ satisfaction levels, and the lack of these attributes could lead to dissatisfaction with lacquerware tourism souvenirs. Tourists have shown a strong demand for appearance and a desire for functional diversification in lacquerware souvenirs, with higher expectations for regional and commemorative aspects. Due to the uniqueness of lacquerware materials, tourists have highly prioritized safety and environmental friendliness. Combining the KANO model and AHP have better-assisted researchers in identifying the quality types and importance of tourist demands, providing more targeted insights for designing Pingyao lacquerware tourism souvenirs.