摘要
旅游市场细分是将整个客源市场按不同的消费需求、不同的消费类型和不同的消费特点划分为不同类别的子市场,而把旅游需求基本相同的消费者群体作为一个市场群的管理过程。本文运用单因素细分法,从游客旅游动机、人口学特征、出游行为、满意度及重游愿望等四个维度对自贡市旅游市场进行细分,确定细分市场地位,对细分市场进行评价,并在此基础上提出相应的对策和建议。
The detailed division of the tourism market is the management process in which the tourism market is divided into sub-markets according to different consumption demands, types and characteristics. And the basic consumer groups with the same or similar tourism demand is considered to be a market group. In the single-factor division method, this paper subdivides the tourism market of the City of Zigong in the four dimensions of visitors＇ traveling motives, demographic characteristics, traveling behaviors, satisfaction and revisit desires. It also positions and evaluates the sub-markets, and then puts forward the corresponding strategies and suggestions.
出处
《重庆教育学院学报》
2011年第6期120-123,共4页
Journal of Chongqing College of Education
关键词
自贡市
目标市场
市场细分
定位
City of Zigong
target market
detailed division
positioning
