游客视角下购买湘绣的影响因素分析——与苏绣进行对比

湘绣作为中国四大名绣之一，如何与当今旅游商品市场有效结合，这已成为湖南旅游业发展中的重要课题。从游客角度出发，将游客购买湘绣与苏绣的影响因素进行调查和对比分析发现湘绣存在成本高、对中低档绣品改良不足、绣品种类少、实用性不强、运用现代媒体促销手段较少等问题。为了应对该种情况，我们需要加大法律保护和政府扶持的力度、确保湘绣品质和文化内涵的挖掘、创新开发适销的湘绣产品、精心策划湘绣旅游营销方式。

Influencing Factors Analysis of Tourists＇ Purchasing Hunan Embroidery based on the Visitors＇ Perspectivc Compared with Jiangsu Embroidery

How to effectively combine Hunan Embroidery, one of Chinese four famous embroideries, with the present tourism commodity markets has become an important topic in Hnnan tourism development. This article, from the view of the tourists, by investigating the influencing factors and comparative analyzing the tourists of buying Hunan embroidery and Jiangsu embroidery, points out some problems, such as high cost, less improvement for low-standard products, less species, poor practicability, and inadequate modern media promotion means. On this basis, it proposes some suggestions, such as increasing legal protections and government support efforts to ensure the quality and cultural connotation of Hunan embroidery, innovating and developing of marketable embroidery products, elaborating Hunan embroidery tourism marketing methods and so on.