CAJ | 학술논문

通过深度访谈和问卷调查的方法，收集基于生活型态的大学生旅游消费行为数据，运用 SPSS软件进行数据处理，对生活型态视角下大学生旅游市场细分开展实证研究。研究表明，运用生活型态的自我肯定、精打细算、时尚享乐、重视社交、独立自主、充实新知和阳光活力七个构面对大学生群体进行市场细分是可行的，利用聚类分析和交叉分析等方法，将大学生旅游市场细分为时尚社交群体、理性精明群体和开朗独立群体三个子市场是可信的，并根据细分市场的消费者特征制定了一般性营销策略和差异化营销策略，为旅游企业开发大学生旅游市场提供理论指导。
통과심도방담화문권조사적방법，수집기우생활형태적대학생여유소비행위수거，운용 SPSS연건진행수거처리，대생활형태시각하대학생여유시장세분개전실증연구。연구표명，운용생활형태적자아긍정、정타세산、시상향악、중시사교、독립자주、충실신지화양광활력칠개구면대대학생군체진행시장세분시가행적，이용취류분석화교차분석등방법，장대학생여유시장세분위시상사교군체、이성정명군체화개랑독립군체삼개자시장시가신적，병근거세분시장적소비자특정제정료일반성영소책략화차이화영소책략，위여유기업개발대학생여유시장제공이론지도。
Through depth interviews,questionnaire survey,and collection of college students’tour-ist consumption behavior based on life style,and by the application of SPSS data processing software, this paper gives an empirical study on the subdivision of college students’tourist market from the per-spective of life style.The result shows that it is feasible to subdivide college students’tourist market ac-cording to the seven life styles of self affirmation,careful life expenditure,fashionable enj oyment,so-cial communication,self reliance,new knowledge absorbing and vitality.It is credible to divide college student’tourist market into three submarkets of fashion social groups,rational smart groups and inde-pendent groups by using cluster analysis,and then provides a theoretical guidance for the tourist enter-prises to develop college students’tourist market according to general marketing strategy and different marketing strategy.