以消费者行为的相关理论为基础,应用实地观察法、访谈调查法和问卷调查法获取旅游者对宁夏旅游纪念品购买行为的相关数据,对旅游纪念品的消费群体、消费动机、消费决策以及宁夏旅游纪念品的品种、款式、价格、质量、特色等方面进行研究,在此基础上提出宁夏旅游纪念品创意和开发的科学策略,涉及旅游纪念品的民族性、便携性、实用性、创新性、纪念性等。 Based on the relevant theory of consumer behavior, the author used the method of field observation, interview investigation and questionnaire to obtain the tourists’ data about the purchase of tourist souvenirs in Ningxia, the consumption groups of tourist memorabilia, consumer motivation, consumer decision-making, Souvenir varieties, styles, prices, quality, features and other aspects of research, on the basis of Ningxia tourism souvenirs put forward the idea and development of scientific strategies involving tourist memorabilia nationality, portability, practicality, innovation, commemorative, etc. .