基于旅游动机的入境旅游者市场细分策略以桂林阳朔.pdf

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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