摘要
了解游客需求是旅游产品规划、开发和市场营销的前提,把握客源市场的一个重要途径是进行市场细分。旅游企业针对不同的细分市场,采用不同的营销手段,提供相应的产品和服务,才能使游客拥有更好的旅游经历。根据四川省旅游游客的需求进行市场细分,采用聚类分析方法将游客市场分为6类:康乐型游客、享乐型游客、规矩型游客、消极型游客、商务型游客和求知型游客。在此基础上,分析了6类游客的人口特征及其市场营销的意义。
To a tourist enterprise, understanding tourists＇ needs was the precondition to plan tourism products and implement marketing. One important way to well know the needs was to segment the market. Tourist enterprises provided the corresponding products,marketing and service accord- ing to the different market segments, so as to provide better travel experience to tourists, thus obtaining higher returns. The method Cluster Analysis was employed to segment the tourists. Tourists traveling to Siehuan were classified into six categories：Health- care tourists, hedonie tourists, submissive tourists, passive tourists, business tourists and learning tourists according to their demands. Then Ctfi - square Contingency Table was employed to describe the characteristics of the different categories and the meaning of marketing was also analyzed. Finally, diseriminant analysis was employed to test the accuracy of new- sample classification. The results showed that a new sample could be accurately classified and the results from cluster analysis were quite reasonable.
出处
《资源开发与市场》
CAS
CSSCI
2010年第1期94-96,36,共4页
Resource Development & Market
关键词
旅游市场细分
因子分析
聚类分析
判别分析
tourist market segmentation
factor analysis
cluster analysis
diseriminant analysis
