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1、Chapter2TouristTypes旅游市场的概念广义的旅游市场是指在旅游产品交换过程中反映的各种经济行为和经济关系的总和。狭义的旅游市场是指在一定时间、一定地点对某种旅游产品具有支付能力的购买者。旅游市场的构成要素旅游市场旅游者购买力购买欲望旅游权利1.TheimportanceofsegmentationInmostcasessuppliersarefacedwithavarietyofcustomers,eachwithdifferentneeds,whocouldbesatisfiedi
2、ndifferentwaysbythepurchaseofaspecificproduct.Byidentifyingdifferenttypesofcustomer,marketershopetoclassifythemintomarketsegments---aprocesscalledsegmentation.Thisenablesmarketerstoestablishcommonreasonsforpurchasingaproductwithineachmarketsegment,comm
3、onconsumerbehaviourandcommonresponsestomarketingactivity.Itthenbecomespossibletotargetmarketsegmentswithparticularproductsandtomarketinindividualways.Thisispreciselywhatmostsuccessfulsuppliersoftourismproductsdo.Inaddition,wehaveaveryspecificeconomicin
4、terestinsegmentationwithintourism,sincevarioustypesoftourist(marketsegments)operateunderdifferenteconomicconstraints,andmakedifferenteconomiccontributionsastheresultoftheirtourismactivity.Sometypesoftouristaremuchmorevaluabletodestinationsandsupplierst
5、hanothers,andsomoreeffortmaybeexpendedtoattractthem.Tourismorganisations,particularlygovernments,mayalsodevelopeconomicorotherpoliceswhichdonotaffectalltouristsequally.Sotherearetwomainreasonstostudysegmentationoftouristtypes:asarationalefordifferentia
6、tedmarketing;toexaminevaryingeconomicconstraintsandcontributions,andformulatepolicybasedonbehaviouralorpsychologicaleconomics.2.segmentation2.1segmentationbypurposeoftravelTouristsandexcursionists旅游者和一日游客Recreationalpurposes消遣型游客Holiday度假Healthandsport
7、康体和运动Salestripsetc销售旅游等Businesspurposes商务型游客Conventions会展Companybusiness公司商务Religion,VFR&study朝圣、探亲访友和修学Incentivetrips奖励旅游Sunlust,wanderlust向往大自然，漫游癖Manystatisticalseriesdonotdistinguishanyfurtherthanthefirstdivision,betweenrecreationalandbusinesstouri
8、sm,althoughsomesingleoutVFRtravelseparately.Inrelationtotheeconomicsofdemand,recreationaltravelandvisitstofriendsandrelativescanmostlybeseenasfinaldemand—thatis,travelundertakenforitsownends,itsownsatisfaction.Businesstravelontheotherha
