成都国际旅游营销的市场细分与定位研究

城市国际旅游市场营销必须建立在科学的需求分析预测基础上,才能确保后续管理活动的正确和高效.本文基于对海外10个国家和旅居国内4城市的外籍人士的问卷调研,聚类分析出成都市国际旅游客源的5大细分市场,阐明了各目标市场的类型特征及其相应的产品结构性开发,并就成都实际提出了整合旅游营销传播的市场定位体系.     

Market Segmentation of International Tourists Based on Motivation to Travel: A Case Study of Taiwan

Tourism represents a principal sector of the economy of Taiwan. Consequently, the government is currently focusing on developing the country as a major tourist destination in Asia. Thus, the primary aims of this research were to explore factors related to tourists’ motivations to visit Taiwan as well as the demographic segmentation of these foreign tourists. Using a convenience sample, 249 surveys were collected and analyzed. The results show that five push (enlightenment and reputation; unusual and affection; freedom; interpersonal communication and sharing; and family and friends relationship) and six pull factors (attitude and quality of service; cost, shopping, and tasting; diverse attraction; culture connections; sport facilities, wildlife and events; and accessibility) play important roles in the motivations of foreign tourists. Furthermore, foreign tourists can be clustered into five groups based on motivation (scenery/knowledge seekers, accessibility/expenditure seekers, relaxation/relation seekers, novelty/experience seekers, sport/service seekers) and five demographic groups (gender, age, marital status, nationality, and income). According to these results, suggestions are made as to how Taiwan could effectively develop tourism policies and marketing strategies to attract international tourists.     

Motive-Based Tourist Market Segmentation: An Application to Native American Cultural Heritage Sites in Arizona,USA

This paper utilises a motive-based segmentation to understand tourists to cultural heritage sites in Arizona, USA. The data for this study were collected through mail survey from a representative sample of 671 tourists to three Native American cultural heritage sites. Using cluster analysis based upon motives for cultural history learning, three distinct segments were found: (1) ‘culture-focused,’ (2) ‘culture-attentive’ and (3) ‘culture-appreciative’ tourists. These groups differed significantly in terms of behaviour, experience and interpretation. The culture-focused segments spent longer at the sites, stayed more nights away from home, considered visiting archeological sites as their primary activity, and placed more importance on interpretation. In addition, the culture-focused groups were more satisfied with their trip, appreciated the preservation of archeological resources and reported more learning experiences. Overall, the study supports the notion that heterogeneity exists within cultural heritage tourist markets. Implications of these findings in conceptualisation, management and marketing cultural heritage tourism are discussed.     

基于入境旅游市场开发的台海两岸四地旅游合作途径

本文以有关统计和预测数字分析台湾海峡两岸四地旅游业在东北亚地区乃至在整个亚太旅游市场中的地位、四地旅游业主要客源市场的特点及其彼此互为客源市场的现状与潜力,指出这些方面对于两岸四地间建立和发展旅游合作的寓意,并基于目前的可能性,就两岸四地旅游业发展营销合作的现实途径提出个人见解.     

Market Segmentation in Time of Crisis

SUMMARY

The MICE sector (meetings, incentives, conventions, and exhibitions), has generated high foreign exchange revenue for the economy worldwide. In Thailand, MICE tourists are recognized as 'quality' visitors, mainly because of their high-spending potential. Nonetheless, Thailand's MICE sector has been influenced by a number of crises in the past since September 11, 2001. While a number of researchers have discussed the tourism market segmentation strategies during a crisis situation, less effort has focused on the MICE sector. Using Thailand as a case study, this research has adopted Seaton and Bennett's (1996, p. 31) concept of tourism market segmentation in order to understand the market segmentation strategy implemented by organizations in the MICE sector in time of crisis.     

A Gay Tourism Market

ABSTRACT

There is a commonly held view that gay men, in particular, are frequent and intensive holiday-makers. This is explained by reference to distinctive characteristics relating to income and leisure time and to distinctive values and attitudes. Gay men's travel patterns are believed to be unique and such as to offer good prospects to those, such as tour operators and hoteliers, willing to target this market. The evidence for these beliefs is examined in this article. Many of the assertions are based on limited-coverage survey samples; recent US evidence suggests that the very positive views of the economic status and distinct purchasing patterns of gays are exaggerated. It is, nonetheless, apparent that there is a market segment that it is 'economic' to target but which is unlikely to be representative of gay men. It is apparent that existing surveys are incomplete and are an inappropriate basis for targeting the gay consumer. The article also includes a discussion of marketing approaches to which, it is claimed, gay men are responsive. Whilst the targeting of the gay tourism market does have the effect of validating gay lifestyles, the article includes discussion of other more negative issues that may flow from the perpetuation of the 'myth' of the affluent, care-free gay con-sumer. These include issues such as the generation of a false sense of liberation and distraction from the pursuit of more fundamental aspects of equality. Lifestyle marketing in the context of the gay tourism market has wider and significant implications than those that are usually of direct concern to the marketer; they reach to the core of the nature of homosexuality and its acceptance in society.     

Exploring Critical Factors of Macau's Heritage Tourism: What Heritage Tourists are Looking for when Visiting the City's Iconic Heritage Sites

Although Macau is widely stigmatized as a gambling paradise, its colonial past has left the city with a wealth of heritage and cultural attractions that can be converted into priceless tourism resources. Macau's status as world heritage city further creates opportunities for the city to develop its heritage tourism business. This requires Macau to understand heritage tourists whose needs and wants may vary from ordinary travelers. A review of the literature, however, indicates that most academic discussions of Macau heritage are from a history or conservation perspective rather than from the prism of tourism; because of this, the present study aims to explore, from a tourism perspective, the critical factors that are essential to enhance tourist experience when visiting Macau's major heritage sites.     

Elucidating the relationships among destination images,recreation experience,and authenticity of the Shengxing Heritage Recreation Area in Taiwan

A destination's image and on-site recreation experience can be regarded as precedents of the authenticity perceived by heritage tourists. Historic images attract tourists to experience the authenticity of a heritage destination. This study examines the linear relationships among destination images, recreation experience, and the perceived authenticity experienced by tourists at the Shengxing Heritage Recreation Area in central Taiwan. In total, 536 usable questionnaires were collected. Analytical results indicate that the cognitive and affective images of a destination directly and significantly affect the recreation experience of tourists at a heritage recreation area. Additionally, recreation experience directly and significantly affects perceived authenticity. Moreover, recreation experience has a significant mediating effect on the relationship between cognitive image and perceived authenticity. We conclude that when tourists visit a heritage-based tourism destination, such as the destination under consideration, these tourists gain tourism image and recreation experiences, which strengthens their perceived authenticity of heritage tourism; as a result, these tourists are more likely to contribute to the development of heritage tourism. Applying this theoretical framework to research on heritage tourism further extends our understanding of the behavioural model of heritage tourists. Finally, this study provides a valuable reference for managers striving to develop heritage tourism.     

遗产原真性·旅游者价值观偏好·遗产旅游原真性

本文指出旅游科学的"原真性"概念与遗产科学的渊源;提出应将"authenticity"译为"原真性"的理由;概述了遗产科学对"原真性"概念的认识发展;从旅游价值观偏好层面对当代旅游科学中出现的"客观主义原真性"、"建构主义原真性"、"存在主义原真性"、"后现代主义原真性"诸提法进行了评论;最后,较为概括地辨析了原真性概念在文化和遗产旅游中的具体处置.     

我国遗产旅游的文化政治意义

本文提出一个我国遗产旅游界尚未关注的问题--遗产旅游的文化政治意义.文章首先讨论了我国遗产的文化政治价值,接着提出我国遗产旅游应当发挥的文化政治功能,最后分析了提高我国遗产旅游文化政治效果的必要举措.     

旅游者中位年龄的几个市场指示意义

年龄是旅游市场细分理论中一个重要的社会—人口学变量,不同的年龄结构对细分市场的旅游行为有着重要的影响。然而,在刻画旅游者年龄结构时,无论是在业界实践还是学界研究中,被普遍采用但标准各异的旅游者年龄"上中下"分组模式却不可避免地制约了相关研究成果之间纵向或横向的比较与验证,需要发展一条可以沟通联系的纽带。文章试图将中位年龄作为这种可能的纽带引入我国旅游市场研究领域,基于国家旅游局公开发布的旅游者年龄统计数据,提出了旅游市场类型的中位年龄划分标准,并在此基础上进一步探讨了旅游者中位年龄在指示市场结构类型、市场环境波动和市场发展分化方面的后效价值,以期为旅游市场营销与管理提供一定的理论依据。     

江苏省台湾客源核心细分市场筛选及旅游资源吸引力相应分析

本研究以大样本独立问卷方式对台湾赴大陆旅游的游客进行调查,从人口统计特征的角度做出多维度的市场细分,结合所得的核心细分市场对江苏旅游资源进行有针对性的关联性分析,在此基础上得出江苏旅游资源对台湾客源市场吸引力的相关结论以及针对六大核心细分市场的旅游资源开发提出建议。     

关于洛阳旅游产品营销之研究——面向日本国际旅游市场旅游产品的设计

本文提出洛阳市应将玄奘故里,关林,杜甫坟墓加以适宜的规划并和龙门石窟形成主要旅游产品,以吸引日本游客,并制定了相应的营销方案。     

A Lifestyle Segmentation Analysis of the Backpacker Market in Scotland

ABSTRACT

The purpose of the research outlined in this article is to provide a travel lifestyle segmentation analysis of one particular tourist group, commonly known as 'backpackers', who reside in Scottish Youth Hostel Association hostels. This research was undertaken due to the lack of understanding and knowledge of this market in the United Kingdom, specifically their needs, wants and motivations. Five cluster groups were uncovered in total: Typical Backpackers, Discoverers, Outdoors, Family Ties, and Routine Travellers. The aim of this article is to provide a wider understanding beyond the demographics of the backpacker and thus provide useful marketing and promotional advice for suppliers to the backpacker market. It also aims to contrast the Scottish backpacker market with findings in Australia, to determine whether cluster groups uncovered are similar in both countries.     

Image-Based Segmentation of Cultural Tourism Market: The Perceptions of Taiwan's Inbound Visitors

This paper aims at testing the effectiveness of using an image-based approach to segment the cultural tourism market. Identifying 14 image attributes of cultural attractions, Taiwan's inbound tourists were then surveyed to rate the importance of these attributes. Applying a factor–cluster segmentation approach, four discrete image segments were identified, including arts and museum, heritage, living culture, and resulted in a sample of 954 respondents. The research findings reveal several theoretical and empirical implications, including the propositions of cultural distance, omnivorous/univorous, experiential and informational familiarity of destination and the two-dimensional model of cultural tourist typology.     

Lifestyle Segmentation in Tourism and Leisure

ABSTRACT

This article examines three different approaches to lifestyle segmentation in improving the quality of tourism and leisure marketing decisions in three separate cases. Tourism and leisure products are prototypical lifestyle purchase yet in many tourism research studies visitors are described by demographics or tourism behaviour only. These cases illustrate different approaches to lifestyle segmentation. Firstly, there are segmentation schemes based on external logic that can be broadly applied across a range of markets, including tourism and leisure. Alternatively, there are schemes that are based on a 'conversation' with the data and which rely on an internal logic within that data that may not transfer to other market contexts. Between these two lie schemes that apply external paradigms to specific datasets. The cases selected illustrate points along this spectrum.

The first case study examines the use by government tourism organizations of lifestyle segmentation 'bought in' from an external source. Here lifestyle segmentation data is collected from a representative sample of the Australian population as part of a commercial “single source” data set. The second case is based on a regional tourism study, which has utilized prior theory to develop its own lifestyle segmentation and at the same time related this to boarder characteristics of tourists in Tropical North Queensland. The third case examines the development of tailored lifestyle segmentation among 'event' spectators based on purely internal criteria unrelated to the broader population. These cases provide insight into the appropriate development and application of lifestyle segmentation and the use of the data by tourism and leisure managers. Managers may think about the type of lifestyle segmentation approach required based on how the segmentation scheme results need to be related to the wider market or population.     

中国遗产旅游业的经营制度选择--兼评"四权分离与制衡"主张

本文从遗产的价值特性和权属特性以及遗产事业使命出发。讨论遗产旅游业的经营制度选择。本文认为：遗产区的“遗产的旅游展示类服务”事务应由遗产单位进行非营利性经营；遗产区外的“非遗产展示类旅游服务”事务(行、住、食、购、娱等)应交由旅游公司、当地政策、周边社区进行营利性经营；当遗产区内的“非遗产展示类旅游服务”事务规模较大时，可以特许经营方式交由非遗产单位进行营利性经营。本文进而评论了“四权分离与制衡”主张的不合理性，并且认为，中国遗产旅游业经营制度中的“中国特色”应表现在对“贫困地区遗产公益性”、“遗产区门票的价格定位”、“门票优惠”、“遗产区旅游收益的分配”、“让利于地方”等五个方面问题的具体处理上。     

国外遗产旅游“内生矛盾论”研究述评

随着遗产旅游在全球范围的迅速发展,与其相关的诸多矛盾日益凸显,引起了学术界的广泛关注。近年来,西方学者一方面积极研究矛盾本身及其解决办法,另一方面开始尝试跳出这些矛盾的繁杂表象,对其本质和根源进行理论化的归纳。根据这一研究思路,文章从国外关于遗产本质的讨论出发,围绕遗产旅游的“内生矛盾论”这一论题,对其理论起源、发展和理论框架的相关研究进行了回顾和梳理,以期对我国遗产旅游的研究和实践有所启示。     

Lifestyle Market Segmentation,Small Business Entrepreneurs,and the New Zealand Wine Tourism Industry

ABSTRACT

Wine tourism is an important niche activity for which participant needs and motivations have been somewhat under-researched. This paper describes a case study investigation to evaluate the nature of buyer/seller relationships that evolve in a wine tourism setting. Visitors to three small New Zealand wineries were interviewed to gather data relating to their lifestyle behaviors and their attitudes towards the wine tourism experience, and factor analysis used to categorize these visitors in terms of the List of Values typology of lifestyle characteristics. Results indicate that the 'achiever' and 'funlover' segments are well represented amongst winery visitors, but that there is an appreciably lower incidence of 'belonger' personalities. Implications of these findings for the wine tourism industry are considered.     

Heritage Tourism,Heritage Landscapes and Wilderness Preservation: The Case of National Park Thy

Tourism involving national parks manifests itself explicitly or implicitly as heritage tourism because national parks represent important symbols of the national landscape. This paper traces the journey of the proposed National Park Thy in northwestern Denmark from ordinary landscape to symbolic landscape, to candidacy for national park status and focus for heritage tourism. It is argued that the processes at work in Denmark are similar to those underpinning the creation of national parks elsewhere.