摘要
面向细分市场开发特色旅游产品是克服目前国内"农家乐"发展普遍存在的产品初级化和同质化现象的有效途径。基于游客活动偏好,应用市场调查获取的第一手数据,采用聚类分析方法对西安市"农家乐"旅游市场进行细分研究。细分结果表明,西安市"农家乐"旅游市场可按照旅游者的活动偏好不同划分为回归田园型、静态休闲型、康乐健身型、娱乐参与型和阳光运动型5个类型。与全国其他城市一样,西安市"农家乐"旅游市场的主体是市区和郊区的市民,且市场职业分异不显著,自驾车旅游者和大学生是西安市"农家乐"旅游市场的两个重要组成部分。根据市场细分结果,提出面向不同细分市场,打造特色旅游产品和根据游游客出行特点,改善交通基础设施发展"农家乐"的建议。
According to the segment markets,exploring specialty tourism products was an efficient method to overcome the phenomenon of primary and homogenization of tourism products in domestic rural tourism.Based on tourists′ activity preferences,the rutal tourism market in Xi′an was classified into five categories according to the first-hand data gained from marketing survey by means of cluster analysis.The five categories segment markets were pastorale tourists,relaxative-sporting tourists,health-care tourists,recreation tourists and sporting tourists.In the line with the other cities′ rural tourism in China,Xi′an rural tourists mainly came from urban and suburban districts and without exceptive occupation characteristics.The study also showed that the self-driving tourists and college students were two important parts in Xi′an rural tourism market.According to the results of market segmentation,two suggestions were proposed.One was creating featured tourism products according to the segment markets,the another was improving transportation infrastructure based on travel routes of tourists.
出处
《资源开发与市场》
CAS
CSSCI
2011年第3期267-270,共4页
Resource Development & Market
基金
陕西省社会科学基金"西安市‘农家乐'深度发展研究"(编号:09E049)
关键词
西安市
农家乐
市场细分
聚类分析
Xi′an
rural tourism
market segmentation
cluster analysis
