旅游学刊
旅遊學刊
여유학간
Tourism Tribune
2009年
9期
36~42
,共null页
旅游产品谱系 活动偏好 市场细分 开平碉楼 世界文化遗产
旅遊產品譜繫 活動偏好 市場細分 開平碉樓 世界文化遺產
여유산품보계 활동편호 시장세분 개평조루 세계문화유산
tourism product spectrum; activity preference; market segmentation; Kaiping Diaolou; world cultural heritage
本文旨在以开平碉楼世界文化遗产景区为例，通过活动偏好市场细分的方法，研究核心产品主导下的旅游产品谱系开发问题。从理论上阐述了丰富旅游产品谱系的必要性及开发方式，介绍了开平碉楼旅游开发现状，基于活动偏好将开平碉楼游客市场划分为五类，探讨旅游目的地产品谱系开发和营销的若干策略。
本文旨在以開平碉樓世界文化遺產景區為例，通過活動偏好市場細分的方法，研究覈心產品主導下的旅遊產品譜繫開髮問題。從理論上闡述瞭豐富旅遊產品譜繫的必要性及開髮方式，介紹瞭開平碉樓旅遊開髮現狀，基于活動偏好將開平碉樓遊客市場劃分為五類，探討旅遊目的地產品譜繫開髮和營銷的若榦策略。
본문지재이개평조루세계문화유산경구위례，통과활동편호시장세분적방법，연구핵심산품주도하적여유산품보계개발문제。종이론상천술료봉부여유산품보계적필요성급개발방식，개소료개평조루여유개발현상，기우활동편호장개평조루유객시장화분위오류，탐토여유목적지산품보계개발화영소적약간책략。
The paper, taking Kaiping Dialou World Cultural Heritage scenic spots as an example, intends to study the development of tourism product spectrum under the dominance of core product by using the method of activity preference market segmentation. Firstly the paper retrospects the previous study, theoretically expounds the necessity and development mode of enriching tourism product spectrum, introduces the present situation of developing Kaiping Diaolou and then divides the tourist market into five categories; namely, rurality and farm type; nature and wildness type; cultural experience type; hot spring and delicacy type; and health care and entertainment type. The paper also depicts the demographic features of various activity preference tourist groups, their trip-related behavior and travel preference. Finally some tactics regarding the development of product spectrum and marketing in tourism destinations are discussed.
