管理学报
管理學報
관이학보
Chinese JOurnal of Management
2015年
8期
1118~1123
,共null页
宗教旅游 文化旅游 旅游动机 市场细分
宗教旅遊 文化旅遊 旅遊動機 市場細分
종교여유 문화여유 여유동궤 시장세분
religious tourism; cultural tourism; tourism motivation; market segmentation
“现实功利”和“良心理性”是中国人的双重宗教观,由此衍生出“神灵庇护”与“心灵皈依”这两个核心宗教旅游动机。理论与实证分析表明,中国人宗教旅游动机有6种,以此为细分变量,中国宗教文化旅游市场可细分为4类消费群：烧香拜佛型、文化体验型、精神体验型和休闲游逛型。这一研究结论为管理者开发宗教文化旅游市场、进行精准的市场定位提供了重要的决策依据。
“現實功利”和“良心理性”是中國人的雙重宗教觀,由此衍生齣“神靈庇護”與“心靈皈依”這兩箇覈心宗教旅遊動機。理論與實證分析錶明,中國人宗教旅遊動機有6種,以此為細分變量,中國宗教文化旅遊市場可細分為4類消費群：燒香拜彿型、文化體驗型、精神體驗型和休閒遊逛型。這一研究結論為管理者開髮宗教文化旅遊市場、進行精準的市場定位提供瞭重要的決策依據。
“현실공리”화“양심이성”시중국인적쌍중종교관,유차연생출“신령비호”여“심령귀의”저량개핵심종교여유동궤。이론여실증분석표명,중국인종교여유동궤유6충,이차위세분변량,중국종교문화여유시장가세분위4류소비군：소향배불형、문화체험형、정신체험형화휴한유광형。저일연구결론위관리자개발종교문화여유시장、진행정준적시장정위제공료중요적결책의거。
This paper explores the religion of the Chinese people. ＂Pragmatism＂ and ＂conscience rationality＂ are two religious characteristics of Chinese people. The two religious characteristics induce such two basic religious tourism motives as ＂God asylum＂ and ＂soul conversion＂. By using Chinese religious tourism motivation as the segmentation base, the study conducts a research on the market segmentation in Chinese religious tourism market, and comes up with four market segments. The result provides the important basis for the management to develop religious tourism market and carry on accurate market positioning.
