林业科学
林業科學
임업과학
Scientia Silvae Sinicae
2015年
9期
106-116
,共11页
森林游客%游憩动机%市场细分%福州国家森林公园
森林遊客%遊憩動機%市場細分%福州國傢森林公園
삼림유객%유게동궤%시장세분%복주국가삼림공완
forest visitor%recreation motivation%market segmentation%Fuzhou National Forest Park
【目的】游客市场细分可以帮助旅游企业有效区分游客群体，了解主要游客的消费特征，进而为市场定位和市场营销提供有价值的参考信息。本研究尝试对福建省最负盛名的福州国家森林公园的游客进行市场细分，研究结论可以为当地森林旅游管理者改善公园的经营管理和制定合适的营销策略提供科学参考。【方法】在福州国家森林公园对431位游客进行问卷调查，并利用 SPSS软件对调查结果进行量化分析，涉及的方法包括描述性统计、信度和效度检验、探索性因子分析、聚类分析、单因素方差分析、判别分析、交叉列联表卡方检验等。【结果】描述性统计分析显示，福州国家森林公园的游客以中低收入的中青年游客群体为主，省内游客占多数，省外游客亦占有一定比例。探索性因子分析表明，福州国家森林公园游客的游憩动机可以归纳为6个构面，根据各公因子所包含问项的共同特征对公因子进行命名，各构面的相对重要性排序为：回归和学习自然＞逃避现实＞康乐与求知＞探新求奇＞兴趣爱好＞享受乐趣。在探索性因子分析的基础上，利用 K －均值聚类方法根据被调查对象在6个公因子构面的因子得分进行聚类分析，发现福州国家森林公园的游客可以划分为3个细分市场，判别分析验证了上述聚类分析结果的正确性。三大游客群体分别命名为“多目的寻求型游客群体”、“自我提升型游客群体”和“满足兴趣爱好型游客群体”市场，其所占比例分别为35.50%，35.03%和29.47%。对调查对象人口统计学特征的交叉列联表卡方检验揭示，三大游客群体在职业和个人收入方面存在显著差异，但在客源地、性别、年龄和受教育程度4个方面不存在显著差异。【结论】研究结果显示，福州国家森林公园的游客可以细分为3个群体，其中自我提升型游客群体以无固定职业和低收入者所占比例较大，在康乐与求知方面的动机比其他2类游客强烈；多目的寻求型游客群体以职业者和中、高收入者所占比例较大，在回归和学习自然、逃避现实、探新求奇、享受乐趣4个方面的动机都比其他2类游客强烈；满足兴趣爱好型游客群体在职业和个人收入方面处于居中状况，职业者略多于无固定职业者，中等收入者略多于低收入和高收入者，在兴趣爱好方面的动机诉求比其他2类游客强烈。针对所发现的三大游客群体及其游憩动机差异，为当地公园的经营与管理提出若干具体建议，如开发多样化休闲游憩项目、改善公园游憩设施和引进新物种、保护和美化公园环境等。
【目的】遊客市場細分可以幫助旅遊企業有效區分遊客群體，瞭解主要遊客的消費特徵，進而為市場定位和市場營銷提供有價值的參攷信息。本研究嘗試對福建省最負盛名的福州國傢森林公園的遊客進行市場細分，研究結論可以為噹地森林旅遊管理者改善公園的經營管理和製定閤適的營銷策略提供科學參攷。【方法】在福州國傢森林公園對431位遊客進行問捲調查，併利用 SPSS軟件對調查結果進行量化分析，涉及的方法包括描述性統計、信度和效度檢驗、探索性因子分析、聚類分析、單因素方差分析、判彆分析、交扠列聯錶卡方檢驗等。【結果】描述性統計分析顯示，福州國傢森林公園的遊客以中低收入的中青年遊客群體為主，省內遊客佔多數，省外遊客亦佔有一定比例。探索性因子分析錶明，福州國傢森林公園遊客的遊憩動機可以歸納為6箇構麵，根據各公因子所包含問項的共同特徵對公因子進行命名，各構麵的相對重要性排序為：迴歸和學習自然＞逃避現實＞康樂與求知＞探新求奇＞興趣愛好＞享受樂趣。在探索性因子分析的基礎上，利用 K －均值聚類方法根據被調查對象在6箇公因子構麵的因子得分進行聚類分析，髮現福州國傢森林公園的遊客可以劃分為3箇細分市場，判彆分析驗證瞭上述聚類分析結果的正確性。三大遊客群體分彆命名為“多目的尋求型遊客群體”、“自我提升型遊客群體”和“滿足興趣愛好型遊客群體”市場，其所佔比例分彆為35.50%，35.03%和29.47%。對調查對象人口統計學特徵的交扠列聯錶卡方檢驗揭示，三大遊客群體在職業和箇人收入方麵存在顯著差異，但在客源地、性彆、年齡和受教育程度4箇方麵不存在顯著差異。【結論】研究結果顯示，福州國傢森林公園的遊客可以細分為3箇群體，其中自我提升型遊客群體以無固定職業和低收入者所佔比例較大，在康樂與求知方麵的動機比其他2類遊客彊烈；多目的尋求型遊客群體以職業者和中、高收入者所佔比例較大，在迴歸和學習自然、逃避現實、探新求奇、享受樂趣4箇方麵的動機都比其他2類遊客彊烈；滿足興趣愛好型遊客群體在職業和箇人收入方麵處于居中狀況，職業者略多于無固定職業者，中等收入者略多于低收入和高收入者，在興趣愛好方麵的動機訴求比其他2類遊客彊烈。針對所髮現的三大遊客群體及其遊憩動機差異，為噹地公園的經營與管理提齣若榦具體建議，如開髮多樣化休閒遊憩項目、改善公園遊憩設施和引進新物種、保護和美化公園環境等。
【목적】유객시장세분가이방조여유기업유효구분유객군체，료해주요유객적소비특정，진이위시장정위화시장영소제공유개치적삼고신식。본연구상시대복건성최부성명적복주국가삼림공완적유객진행시장세분，연구결론가이위당지삼림여유관리자개선공완적경영관리화제정합괄적영소책략제공과학삼고。【방법】재복주국가삼림공완대431위유객진행문권조사，병이용 SPSS연건대조사결과진행양화분석，섭급적방법포괄묘술성통계、신도화효도검험、탐색성인자분석、취류분석、단인소방차분석、판별분석、교차렬련표잡방검험등。【결과】묘술성통계분석현시，복주국가삼림공완적유객이중저수입적중청년유객군체위주，성내유객점다수，성외유객역점유일정비례。탐색성인자분석표명，복주국가삼림공완유객적유게동궤가이귀납위6개구면，근거각공인자소포함문항적공동특정대공인자진행명명，각구면적상대중요성배서위：회귀화학습자연＞도피현실＞강악여구지＞탐신구기＞흥취애호＞향수악취。재탐색성인자분석적기출상，이용 K －균치취류방법근거피조사대상재6개공인자구면적인자득분진행취류분석，발현복주국가삼림공완적유객가이화분위3개세분시장，판별분석험증료상술취류분석결과적정학성。삼대유객군체분별명명위“다목적심구형유객군체”、“자아제승형유객군체”화“만족흥취애호형유객군체”시장，기소점비례분별위35.50%，35.03%화29.47%。대조사대상인구통계학특정적교차렬련표잡방검험게시，삼대유객군체재직업화개인수입방면존재현저차이，단재객원지、성별、년령화수교육정도4개방면불존재현저차이。【결론】연구결과현시，복주국가삼림공완적유객가이세분위3개군체，기중자아제승형유객군체이무고정직업화저수입자소점비례교대，재강악여구지방면적동궤비기타2류유객강렬；다목적심구형유객군체이직업자화중、고수입자소점비례교대，재회귀화학습자연、도피현실、탐신구기、향수악취4개방면적동궤도비기타2류유객강렬；만족흥취애호형유객군체재직업화개인수입방면처우거중상황，직업자략다우무고정직업자，중등수입자략다우저수입화고수입자，재흥취애호방면적동궤소구비기타2류유객강렬。침대소발현적삼대유객군체급기유게동궤차이，위당지공완적경영여관리제출약간구체건의，여개발다양화휴한유게항목、개선공완유게설시화인진신물충、보호화미화공완배경등。
[Objective]Tourist market segmentation can help tourism enterprises effectively distinguish tourists ’ groups,understand consumption behaviors of the main tourists,and provide valuable reference information for the market positioning and marketing. The purpose of this paper was to clarify the different market segments of forest visitors who visited the Fuzhou National Forest Park,the most famous forest park in Fujian province. The results of the study are expected to provide useful insights for local forest tourism managers to improve the park operation and management,as well as to plan the appropriate marketing strategies targeted at this market.[Method]A questionnaire survey was conducted with 431 individuals visiting the Fuzhou National Park,and the SPSS software was employed to quantitatively analyze the collected data. The methods used included descriptive statistics,reliability and validity tests,exploratory factor analysis ( EFA ) , cluster analysis, ANOVA analysis, discriminant analysis, and cross-tabulation analysis, etc.[Result]Descriptive statistics showed that the respondents are mainly young people with middle to low income. Most of them came from the Fujian Province,and visitors from outside the Province also accounted for a certain proportion. EFA indicated 6 dimensions of recreational motivations for the respondents and each factor was named based on the common characteristics of the statements it included. The sequence of the common factors according to the relative importance evaluated by respondents from high to low was as follows: “Returning to Nature and Learning about Nature”,“Escape”,“Health and Knowledge”,“Novelty”,“Interests and Hobbies”,and“Pleasure”. K-means cluster analysis according to the factor scores derived from EFA was employed to classify respondents into homogenous segments. It was found that the visitors of the Park could be classified into three market segments,each with different recreation motivations. The accuracy of the cluster classification was tested using discriminant analysis. The three resulting clusters were termed“Visitor Group for Pursuing Multi-Purposes”(35. 50%) ,“Visitor Group for Self-Improvement”(35. 03%) and“Visitor Group for Satisfying Interests and Hobbies”(29. 47%) . Cross-tabulation analysis of demographic profiles revealed that the three clusters were significantly different based on the Occupation and Monthly Income variables,but showed no significant difference in 4 variables such as Origin of Visitor,Gender,Age and Education Level.[Conclusion]The research results showed that the visitors in Fuzhou National Forest Park could be subdivided into three groups. Of which, Visitor Group for Self Improvement accounts for a larger proportion of visitors who have no fixed occupation and with low income,and they have stronger motivation for Health and Knowledge than the other two groups. Visitor Group for Multi-Purposes shares a larger proportion of visitors who have fixed occupation and high income,and they have stronger motivations for Returning to Nature and Learning about Nature,Escape,Novelty,and Pleasure than the other two groups. Visitor Group for Satisfying Interest and Hobbies is in the intermediate state,visitors with no fixed occupation are slightly more than the visitors with fixed occupation,and visitors with medium income are slightly more than the visitors with high income and low income. Visitors in this group have stronger motivation for Interests and Hobbies than the other two groups. According to the discovered 3 visitor groups and their difference in recreation motivations,some concrete measures were proposed such as development of diversified recreational projects,improvement of recreational facilities and introduction of new species, protection and beautification of the park environment.
