广东省旅游发展研究中心——旅游规划|旅游策划|旅游营销|旅游投资分析|景区规划—

广东省高档温泉度假区游客利益细分研究
梁江川，陈南江

本文发表于《旅游学刊》，2006年，第21卷，第5期，P.68-74.

　　 [摘要] 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。

　　[关键词] 追求利益，旅游市场细分，温泉度假区，高端游客，旅游营销

　A Study on Benefits Segmentation of Tourists to Top-notch Hot-spring Resorts in Guangdong Province

Liang Jiang-chuan, Chen Nan-jiang

Abstract: Guangdong province holds a leading position in hot-spring tourism in China. With the diversity of tourists' desire and increasingly keen competition among hot-spring resorts, it is necessary to make benefit segmentation of hot-spring tourists. The paper, through sample survey of tourists in four high-class hot-spring resorts, by way of the statistical method of cluster analysis, divides the tourists into three categories; i.e., “business and luxury type”, “family and friendship type”, “recuperation and health protection type”. The demographic and trip-related characteristics of each segment are also summarized. Finally, combining with some actual cases, the authors offer suggestions regarding marketing in each segment as well as the developing strategies for hot-spring tourism in the years to come.

Keywords: benefit-seeking, tourist market segmentation, hot-spring resort, top-class tourist, tourism marketing