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时间:2020-03-31
《基于旅游动机的入境旅游者市场细分策略以桂林阳朔.pdf》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、2010年第4期总第114期文章编号:1003—2398(2010)04—0126—06基于旅游动机的入境旅游者市场细分策略——以桂林阳朔入境旅游者为例张宏梅,陆林,朱道才(安徽师范大学国土资源与旅游学院,芜湖241000)SEGM]EjNTATIoNINBoUNDToURISTSBYTHEIRMoTIVATIoN——ACaseStudyofInboundTouristsinGuilinandYangshuoZHANGHong—mei,LULin,ZHUDao—cai(Col[egeofTerritorialResourcesa
2、ndTourism,AnhuiNormalUniversity,Wuhu241000,China)Abstract:InboundtourismmarketisstressedbyChinesetourismindustry.Itcanbesegmentedbymanyvail—ables.Asoneofthevariables,motivationisprovedtobeveryusefulinmarketsegmentation.Thispaperpro—videsacasestudyofinboundtouristsinG
3、uilinandYangshuo,segmentsChineseinboundtourismmarketbymotivation,andanalyzesthedifferencesoftourists’motivation,demographicandtripcharacteristics.Themeasurementscaleoftouristmotivationisadaptedfrompreviousresearches.Thedatafromover600touristsvisitingGuilinandYangshuo
4、iscollectedduringOctoberandNovember2008,theresponseratewas95.6%,602tourists’dataisusedinthisresearch.Inthisstudy,Varimaxfactoranalysisisusedtoextractmotivationfactors,andK—meansclusterisusedtoclusterinboundtouristsbasedonmotivationfactors.Theresultsindi—catethatfourm
5、otivationfactorsplaythegreatrole,whicharefantasy/physical,relaxation,culture,andenter—tainment.Cultura1motivationisthedominantmotivationofinboundtourists.K.meansclusterfindsthreetypesoftouristswhohavediferentdominantmotivation,whicharerelaxation—seeking,want—it-all,a
6、ndcul-ture-seeking.Thesethreetypesoftouristsshowdiferentcharacteristicsonage,marriagestatus,nationality,travelorganizationandcompanion.Thedominantmotivationsofrelaxation—seekingtouristsarerelaxation,e—motionallyandphysicallyrefreshment.Thebiggestsegmentmarketiswant—i
7、t—alltourists,whohavemultiplemainmotivationsandseektosatisfytheirmanyneeds.Thedistributionsofageandmarriagestatusofthesee—ondclustertouristsaresimilarwiththefirstclustertourists.Themainmotivationsofculture—seekingtouristsaretogainknowledgeofthenewplaces,tovisithistor
8、icalandculturalsites.Thistypeoftouristsareolder,marriedandlikegrouptravelmore.Butthisstudycannotfindanydiferenceofthreetypesoftouri
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