广东省高档温泉度假区游客利益细分研究

广东是中国的温泉旅游大省,随着游客需求的多样化和温泉度假区竞争日趋激烈,对温泉游客进行利益细分非常必要.本文通过对省内4家高档温泉度假区的游客抽样调查,深入探讨了温泉游客的利益取向,运用因子分析、聚类分析的统计方法将游客划分为"公务享受型"、"亲朋情感型"、"康体保健型"3类利益细分市场,并总结出各细分市场的人口统计学特征和出游特征,最后结合实际案例提出针对细分市场进行营销的若干建议,以及今后温泉旅游发展的战略.     

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.     

Regional Market Segmentation Analysis in Australia

The aim of this paper is to show the relevance of using a regionally differentiated approach in national tourism marketing and forecasting. Attracting market segments with a spatial preference for peripheral and less visited regions can help to achieve a better spread of tourismÆ impacts and reduce pressure on the more congested tourist centers.     

Community-based Tourism: A Factor-Cluster Segmentation Approach

Using a case study of the Kimana Wildlife Sanctuary in Kenya, this paper empirically investigates factors critical to successful community-based tourism development. Factor analysis of 17 survey items produced five key factors: inclusion of stakeholders, recognition of individual and mutual benefits, appointment of legitimate convenor, formulation of aims and objectives, and perception that decisions arrived at will be implemented. Hierarchical cluster analysis demonstrates a simultaneous presence of three different segments within the local community, revealing that ‘operatives’ are interested in participation in the project's activities, ‘opinion leaders’ are concerned with the community's benefits from the project while ‘official leaders’ value the success of the project.     

Insights into Sustainable Tourists in Austria: A Data-based A Priori Segmentation Approach

An excellent market-driven way to successfully implement sustainable tourism in a destination is to find a segment of tourists or potential tourists interested in the unique natural beauty of the destination, willing to preserve it, and who are also highly attractive in terms of high expenditures, long stays, high return rate, high recommendation rate etc. The first step in seeking these visitors is through investigation of sustainable market segments. So far, only a few studies have systematically searched for 'eco-segments'or sustainable tourist groups and described them. This paper reviews the usefulness of such approaches, examines past studies investigating potential target segments and describes the group of summer tourists in Austria who care about maintaining the natural environment. The results suggest that this group of visitors has some highly attractive characteristics and is very large, thus offering a sound basis for additional sustainable niche segment creation.     

Creating New Relationships Through Tourism: A Qualitative Analysis of Tourist Motivations of Older Individuals in Japan

The current study is an exploration to examine older Japanese individuals’ motivations for travel. The study employed an open-ended survey and in-depth interviews in order to gain insight into the creation of human relationships through tourism. Our results show that tourism is perceived as offering extraordinary opportunities to meet new people, and to form and develop new relationships by Japanese older individuals, who experience fewer opportunities to interact with other people in their everyday lives compared to individuals in younger generations. In particular, distinct features of tourism settings, such as liminality and touristic communitas, allow older tourists to express themselves more freely by escaping from their existing relationships as well as from many social norms, hierarchies, and prohibitions.     

Altering Perceptions Through Repositioning: An Exercise in Framing

This research was conducted to examine the efficacy of repositioning public parks and recreation services in the public mind. Respondents were recruited at various venues throughout a large Canadian city and randomly assigned to one of five groups. After reading hypothetical newspaper format articles, respondents completed questionnaires investigating their beliefs, attitudes, and behavioral intentions regarding a local recreation agency's efforts to reduce youth crime. Four treatment messages contained various combinations of real, psychological, and competitive repositioning messages, while a control group received no information. All types of repositioning messages were effective in improving beliefs and behavioral intentions, but not attitudes. There was no significant evidence that numerical treatment messages were more effective than non-numerical messages or that the cumulative effects of various repositioning messages were more effective than a single type of message. Discussion focuses on efficacy of various framing messages, on suggestions for future research related to repositioning, and on considerations related to social marketing efforts of this nature.     

If you dig it, they will come!: Archaeology heritage sites and tourism development in Belize, Central America

Tapping into a growing global tourism market, in recent years the Government of Belize has been marketing and promoting tourism as its primary economic sector. The latest efforts have included the cruise ship sector and marketing Mayan cultural history for tourism. Three phases of Mayan excavation can be identified: (1) pre-mid-1990s when sites were scientific exercises with tourism following; (2) the 1990s to present with the archaeological digs such as at Caracol fostering tourism development as the project is undertaken; and, (3) future sites yet to be excavated. This paper explores the positive and negative impacts of developing Mayan sites for tourism in Belize. The results are based on a survey of face-to-face interviews conducted with tourists based in San Ignacio, a community in west-central Belize. San Ignacio is adjacent to the Cahal Pech archaeological site and within a short drive of the Xunantunich and Caracol sites. Caracol is only partially excavated with temporary infrastructure providing access to tourists. In fact, the income generated from this access pays for continued excavations. The findings indicate that while there are obvious educational and economic benefits for such development, there are also concerns about how much is too much.     

A Study on Pollutant Emission Through Gas Consumption in the Hong Kong Hotel Industry

A survey of 11 hotels in Hong Kong was carried out to collect three years' energy consumption data. Regression analysis indicated that gross floor area was a major and statistically acceptable factor in explaining the gas consumption in new hotels. Based on past consumption data and some established pollutant emission factors, the amount of sulphur dioxides, nitrogen dioxides, carbon dioxides and particulate created by the Hong Kong hotel industry's gas usage during a 10-year period from 1989–1998 was estimated. The study predicts the increase in these amounts in 1999–2003 accompanying the rise in the number of hotels. The findings indicate that emissions will rise by nearly 40% in the next few years, requiring urgent discussions. The study also finds that a heat pump running on coal-fired electricity and with a coefficient of performance (COP) greater than 3 could produce lower level emissions than a gas-fired boiler. It is further suggested that an effective method to reduce the emissions is to substitute naptha with natural gas as the fuel for generating town gas and electricity. We believe the hotel industry should adopt a more proactive approach to reduce gas usage and propose the inclusion of environmental reporting in trade journals.     

The Effects of Consumers' Perceived Risk and Benefit on Attitude and Behavioral Intention: A Study of Street Food

This study examined dimensions of consumer risk/benefit perception toward street food and tested their effects on attitude toward street food and behavioral intention. Exploratory factor analysis tested a five risk and two benefit factor model. A conceptual model was tested using structural equation modeling. This study found that perceived risks negatively affected consumer attitude toward street food, and perceived benefits positively affected attitude. In turn, risk perception negatively affected behavioral intention. The study found that attitude toward street food fully mediated the relationship between benefit perception and behavioral intention and partially mediated the relationship between risk perception and behavioral intention.     

啤酒节对主办城市的影响效益分析——慕尼黑啤酒节与青岛啤酒节的比较

节事为商业和旅游业等诸多产业做出重要贡献,作为产品导向与消费导向双重集中的啤酒节对主办城市的相关产业及其他方面影响较为突出。文章着眼于啤酒节的影响研究,选择国内外著名的两个啤酒节———德国慕尼黑啤酒节与青岛啤酒节作为典型案例,系统分析其对主办城市的相关影响。文章在构建影响层面的基础上,选取17个反映啤酒节发展情况的对比项建立模型,通过分析得到结论:第一,啤酒节对于举办城市在带动经济发展、提升城市形象、强化城市综合竞争力方面有积极影响;第二,啤酒节的举办对居民社会生活存在消极影响,并对举办城市产生挤出效应与低谷效应;第三,经过权衡对比,啤酒节对主办城市的积极影响更加显著。     

中国乡村度假开发与管理初探

本文第一次论述了开展乡村度假的现实意义、开发乡村度假的基本要求和管理重点,对把乡村旅游推向新的发展阶段,建设社会主义新农村有一定理论价值和现实意义。     

Promoting Women's Empowerment Through Involvement in Ecotourism: Experiences from the Third World

In many parts of the Third World the number of local communities seeking involvement in ecotourism ventures has soared in the past decade. A cogent concern, from a development perspective, is that many such ventures have progressed with scant regard for the changes they may provoke in gender roles, gender relations and access to resources. As with other development initiatives which profess to be 'gender neutral', ecotourism runs the risk of disadvantaging and marginalising local women. This paper considers both positive and negative ways in which women are engaging with ecotourism enterprises in Third World contexts. Such examples could help to guide agencies which wish to find ways of facilitating local level empowerment of both men and women through ecotourism in the future.     

关于旅游发展的几个阶段性问题

文章对中国旅游产业功能、旅游市场发育、旅游增长方式、区域发展、旅游资源开发、旅游产品开发、旅游企业竞争、旅游管理等方面的发展阶段作出了概括和分析,既是对以往过程的回顾,也是对未来发展趋势的揭示。     

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.     

Text mining a decade of progress in hospitality human resource management research: Identifying emerging thematic development

The authors identified the emerging research streams based on the published research literature in human resource management (HRM) from 1994 to 2003 in the International Journal of Hospitality Management. Textual data were collected and content-analyzed by a text-mining program aided by human judgments. The results from the content analysis of both the computer-aided and human judgmental methods were then integrated and conceptually graphed to map meaningful findings that were logically precise, humanly readable, and computationally tractable. Through this unique approach, nine major HRM research themes emerged and each thematic development based on time and country was interpreted and discussed.     

Measuring Birding Specialization: A Confirmatory Factor Analysis

The purpose of this study was to empirically test the construct validity of Gómez' Ethnicity and Public Recreation Participation (EPRP) Model. The EPRP Model was tested in the field on 311 Puerto Ricans in Massachusetts. Confirmatory factor analysis, path analysis, and fit indices were employed to test the model. The results indicated that all scales possessed good validity and reliability, and that the model met various goodness of fit criteria. Theoretical and practical implications of the EPRP Model are discussed.