摘要
旅游目的地市场细分方法改进是意义巨大的基础性工作。旅游体验记忆具有多元性的特点,与旅游市场多元化演进趋势密切关联,基于旅游目的地体验记忆细分市场,十分贴近旅游市场的真切状态。提炼旅游体验记忆要素,构建旅游体验记忆模型,计算旅游体验记忆要素的权重,使用基于复杂网络的图谱分析得到旅游市场细分结果,这套方法可称为"记忆图谱市场细分法"。以凤凰古城为案例地应用研究,结果表明:旅游体验记忆作为市场细分的描述变量合适,旅游体验记忆模型的构建科学可行,图谱构建实现旅游目的地市场细分效果理想。记忆图谱市场细分法克服了传统方法的描述变量概念化、结果属性模糊化和结果类型模式化的问题。
It is the significant and basic work to improve tourism destination market segmentation method. Memorable tourism experiences are diverse, and inextricably associated with the diversified evolution trend of tourism market, it is very close to real state of tourism market to subdivide market based on memorable experiences of tourism destination. The paper refines elements of memorable tourism experiences, then constructs the memorable tourism experiences model, next calculates different weight of elements of memorable tourism experiences, gets the tourism market segmentation results through graph analysis based on complex network finally, and we call it ＂memory graph market segmentation method＂. Using Fenghuang as a case, the results shows that： it is feasible to use memorable tourism experiences as a descriptive variable; it is scientific to construct memorable tourism experiences model; it is remarkable to construct graph to subdivide tourism destination markets. The memory graph market segmentation method overcomes three weakness, which are conceptualization of descriptive variables, fuzzification of result attributes and modularization of result types.
出处
《经济地理》
CSSCI
CSCD
北大核心
2017年第2期187-192,共6页
Economic Geography
基金
湖南省哲学社会科学基金项目(14YBA285)
关键词
旅游
记忆图谱
旅游体验记忆
旅游市场细分
凤凰古城
tourism
memory graph
memorable tourism experiences
tourism market segmentation
Fenghuang
