国内高尔夫旅游者动机与市场细分研究

通过实地调查，采用因子分析和分层聚类等定量方法，对高尔夫旅游者的旅游动机与市场细分进行了研究。结果发现，康体／娱乐、社交、环境／服务、休闲和比赛是高尔夫旅游者的5大动机。最后以旅游动机作为市场细分变量，将高尔夫旅游者划分为运动享受型高尔夫旅游者、休闲度假型高尔夫旅游者和社交商务型高尔夫旅游者3种类型，并进一步对比分析了不同类型的高尔夫旅游者在高尔夫旅游者消费属性上的分异。

Study on the Motivation of Domestic Golf Tourists and Its Market Segmentation

On the basis of field survey, using principal component analysis and cluster analysis, analyzes the travel motivation and market segmen- tation of golf tourists. The study finds that sports/entertainment, social, environmental/services,leisure and competition are the five motives for golf tourists. The paper,based on the tourism motivation as segmentation variables, divides the golf tourists into 3 types：movement enjoying golf tourist,leisure and resort golf tourist,business and social golf tourist,and finally further compared the different types of golf tourists in golfograph- its.