摘要
旅游目的地营销系统是一个重要的研究领域。利用1068份长沙市居民的有效问卷,针对湖南省内的景区景点、信息渠道和出游方式进行分层聚类,发现在长沙居民心目中,湖南省各景点存在7大类型。就各类型目的地现实客源市场的行为特征进行了探讨,针对各类型总结了不同的信息渠道、销售渠道,给出了不同的营销建议,并归纳出各旅游目的地在空间距离上形成的市民观光减压活动圈、城市商务/会议活动圈、猎奇探秘活动圈。
Tourism destination marketing system is a very important research subject. From the view of subdivided market, scholars have explored tourist types and tourist destination＇s attractions, but neglected the researches on tourism destination marketing system. In order to distinguish the tourism destinations by types effectively and build a practical marketing system, this research had made a logical Inference about 4PS, and then made a quantitative analysis by using layered cluster method. All the data were collected by questionnaire method.
The applications of layered cluster method in this research are as follows： taking travel purpose as a mediator variable, combining the information channels, travel patterns and tourism destinations together, layering them to get the layered list of the three＇s travel purposes, and then, making a cluster analysis of the layered list, trying to get an optimum combination mode of the three. The tourism destination marketing system is based on these data.
The data collection method was field survey. 1068 valid anonymous questionnaires of Changsha residents were returned during the investigation. The researchers used the MS EXCEL 2003 and SPSS 15.0 to lay out the data bank and close analysis of the data base. After layered cluster analysis of tourism destinations, information channels and travel patterns, we find there are 7 types of scenic spots in Changsha residents＇ minds. They are seeking novelty type, exploration type, culture communication type, business/conference type, comprehensive type of religion/recuperation/seeking novelty, sightseeing and decompression type Ⅰ, sightseeing and decompression type Ⅱ.
Discussed the behavior characteristics of current tourist market based on the types of tourism destinations and researched on the best information channel, sales channel of different types of scenic spots, advice on marketing are given in the paper. This research also provides the foundation data and preliminary results on tourist behavior study and offers h
出处
《人文地理》
CSSCI
北大核心
2008年第3期109-112,共4页
Human Geography
关键词
目的地营销
分层聚类法
长沙市
destination marketing
hierarchical clustering method
Changsha
