本文主要阐述了旅游购物对旅游者的消费行为的意义,也阐述了旅游购物对提升旅游地所带来的收入的重要意义。旅游人员在购买旅游产品时,不仅要担负较大的经济成本,也要克服一定的心理阻力,担负一定的心理成本。文中介绍了影响心理成本形成的因素,并提出了减小心理成本以及应对旅游购物消费的营销策略。 This paper mainly expounds the significance of tourism shopping to tourists’ consumption behavior, and also expounds the significance of tourism shopping in enhancing the income brought by tourism. When tourists purchase tourism products, they not only have to shoulder greater economic costs, but also overcome certain psychological resistances and bear certain psychological costs. This paper introduces the factors that affect the formation of psychological costs, and puts forward the marketing strategies to reduce the psychological costs and to deal with tourism shopping consumption.