残障人士旅游市场营销策略分析

残障人士是一个特殊的极具潜力的细分市场,但这个消费群体还未受到应有重视。本文通过分析残障人士的出游动机和出游特点,探讨了该目标市场的成长空间;通过SWOT分析,论证了开发残障人士旅游市场的必要性和可行性。笔者以海南海口市为例,结合当地旅游资源特征和残障人士的旅游需求特征,探讨了为残障人士设计定制化旅游产品的方法,并就促销手段和服务意识两方面提出了针对该细分市场的营销策略。

Analysis of disabled people tourism market marketing strategy

The disabled consumer group has not been given some attention, but it becomes a special and highly potential market segments. This article discusses the growth of the disabled market space by the analysis of their travel motivation and characteristics; Through the SWOT analysis, we demonstrate the necessity and feasibility of developing the tourism market for the disabled persons. Setting Haikou as an example, the characteristics of local resources and the disabled people＇s travel demands are comprehensively considered to discuss the method to design the disabled customized tourism products; The niche market marketing strategy is proposed to the two aspects of promotion methods and service consciousness.