基于消费者偏好的烟台葡萄酒文化旅游发展研究
|
摘要
为促进烟台市葡萄酒旅游产业健康快速发展,使烟台葡萄酒文化旅游供给体系更好地适应游客需求的变化,提供令游客心动的旅游产品和旅游服务,针对不同类型消费者的旅游需求,指导烟台葡萄酒文化旅游的有效供给,创新利用旅游资源。通过SPSS等统计学软件分析烟台葡萄酒文化旅游的相关影响因素,总结消费者偏好,明确目标市场完善市场细分。通过STP[市场细分(segmenting)、目标市场(targeting)、市场定位(positioning)]战略对葡萄酒旅游相关的政府职能部门、产品、定价以及促销提出针对性的意见建议。数据分析结果显示:消费者年龄与游玩时间、周边酒吧、喜爱旅游顺便感受葡萄酒文化;职业与门票价格;月可支配收入与门票价格、景点内消费额度、周边特色酒店、特色葡萄商店、喜欢饮用葡萄酒呈显性相关关系。针对人口特征与旅游消费者偏好之间的相关关系,对烟台政府及相关职能部门、葡萄酒文化旅游产品、产品定价、产品宣传提出改进建议。
The paper aims to promote the healthy and rapid development of wine tourism industry in Yantai,effectively solve the problems of unclear market segmentation of wine tourism attractions and the unbalance between effective supply and actual demand, and meet the needs of consumers from the perspective of supplyside reform to guide the development and upgrading of the wine tourism industry. This article analyzes the relevant influencing factors of wine tourism in Yantai through SPSS and other statistical software, summarizes consumer preferences, and defines the target market to improve market segmentation. Through the STP strategy(segmenting, targeting, positioning), it proposes targeted suggestions on wine tourism industry development.Results of data analysis show that there are obvious correlations between consumers' age and touring time,neighboring bars, love for travel experience and wine culture; occupation and ticket prices; monthly disposable income and ticket prices, spending at scenic spots, surrounding specialty hotels, specialty grape shops, love for wine drinking. According to the correlation between demographic characteristics and tourism consumer preferences, the study proposed strategies on tourism products, product pricing, and product promotion.
The paper aims to promote the healthy and rapid development of wine tourism industry in Yantai,effectively solve the problems of unclear market segmentation of wine tourism attractions and the unbalance between effective supply and actual demand, and meet the needs of consumers from the perspective of supplyside reform to guide the development and upgrading of the wine tourism industry. This article analyzes the relevant influencing factors of wine tourism in Yantai through SPSS and other statistical software, summarizes consumer preferences, and defines the target market to improve market segmentation. Through the STP strategy(segmenting, targeting, positioning), it proposes targeted suggestions on wine tourism industry development.Results of data analysis show that there are obvious correlations between consumers' age and touring time,neighboring bars, love for travel experience and wine culture; occupation and ticket prices; monthly disposable income and ticket prices, spending at scenic spots, surrounding specialty hotels, specialty grape shops, love for wine drinking. According to the correlation between demographic characteristics and tourism consumer preferences, the study proposed strategies on tourism products, product pricing, and product promotion.
引文
[1]李健.珠江三角洲居民旅游偏好研究[D].长沙:中南林业科技大学,2007:2.
[2]倪娜.基于STP战略的顾客战略应用研究[J].经济师,2006(1):199-200.
[3]高伟,陈宇平.我国葡萄酒旅游消费者需求调查[J].中外葡萄与葡萄酒,2011(12):104-109.
[4]陈力硕,李晓彤,刘海东.游客对烟台葡萄酒文化旅游的认知与参与行为研究[J].农学学报,2016,6:73.
[5]Dimitri T,Nancy N,Norbert H.Wine tourists in South Africa:Ademographic and psychographic study[J].Journal of Wine Research,2004,15:51-63.
[6]李林,洪雅文,罗仕伟.酒文化旅游资源的分类研究[J].酿酒科技,2015(5):115-120.
[7]张莉,何柯薇,王彦婷.川酒文化旅游的政企联合开发战略研究--以宜宾酒文化旅游开发为例[J].决策咨询,2016(1):56-60.
[8]贾俊平.统计学--基于SPSS[M].北京:中国人民大学出版社,2014:141.
[9]付新月.基于STP战略的文化旅游产品价值研究--以山东日照“莒文化”旅游为例[J].中国市场,2013(28):83-85.
[10]张胜利.国外休闲农业发展的典型模式分析及经验启示[J].农业与技术,2013,33(1):203-204.
[11]张蓓,万俊毅,文晓巍.国外农业旅游的模式比较与经验借鉴[J].农业经济问题,2011,32(5):100-105.
[12]高舜礼.旅游宣传的薄弱与强化[J].旅游学刊,2015,30(7):7-9.
[13]孟宝,郭五林,尹奇凤,杨龙.国内酒文化旅游研究现状分析及展望[J].酿酒科技,2014(11):104-110.
[14]陈瑛瑛.国外酒文化旅游模式分析及发展启示[J].中国酒,2013(6):46-51.
[15]沈世伟,许静娜,黄晓岑.法国葡萄酒旅游发展的经验与启示[J].宁波大学学报:人文科学版,2016,29(3):95-99.
[16]Kociemba V,Roy C,Velasco-graciet H.La vigne,levin et la ville,expériences bordelaises d'une trilogie vécue[J].Sud-Ouest Européen,2006(22):13-25.
[17]Carmichael B.Understanding the wine tourism experience for winery visitors in the Niagara Region,Ontario,Canada[J].Tourism Geographies,2005,7(2):185-204
[18]Mason R,Mahony B.On the trail of food and wine:the tourist search I for meaningful experience[J].Annals of Leisure Research,2007,10(3):498-517.
[19]邓晓华,史月恒.老龄化趋势下我国老年旅游市场及营销策略研究[J].改革与战略,2016,32(9):125-128.
[20]雷宏振,邵鹏,雷蕾.我国旅游景区门票多目标定价机制研究[J].旅游学刊,2012,27(7):49-56.
[21]张健华,余建辉.旅游景区游客数量调控技术的研究[J].技术经济,2007,2(2):110-114.
[22]Buckley R.Pay to play in parks:An Australian policy perspective on visitor fees in public protected areas[J].Journal of Sustainable Tourism,2003,11(1):56-73.
[23]Pullman M,Rodgers S.Capacity management for hospitality and tourism:A review of current approaches[J].International Journal of Hospitality Management,2010,29(1):177-187.
[24]Schwartz Z,Lin L C.The impact of fees on visitation of national parks[J].Tourism Management,2006,27(6):1386-1396.
[25]张群,师晓华.旅游景区淡季营销策略研究[J].中国证券期货,2012(3):234.
[2]倪娜.基于STP战略的顾客战略应用研究[J].经济师,2006(1):199-200.
[3]高伟,陈宇平.我国葡萄酒旅游消费者需求调查[J].中外葡萄与葡萄酒,2011(12):104-109.
[4]陈力硕,李晓彤,刘海东.游客对烟台葡萄酒文化旅游的认知与参与行为研究[J].农学学报,2016,6:73.
[5]Dimitri T,Nancy N,Norbert H.Wine tourists in South Africa:Ademographic and psychographic study[J].Journal of Wine Research,2004,15:51-63.
[6]李林,洪雅文,罗仕伟.酒文化旅游资源的分类研究[J].酿酒科技,2015(5):115-120.
[7]张莉,何柯薇,王彦婷.川酒文化旅游的政企联合开发战略研究--以宜宾酒文化旅游开发为例[J].决策咨询,2016(1):56-60.
[8]贾俊平.统计学--基于SPSS[M].北京:中国人民大学出版社,2014:141.
[9]付新月.基于STP战略的文化旅游产品价值研究--以山东日照“莒文化”旅游为例[J].中国市场,2013(28):83-85.
[10]张胜利.国外休闲农业发展的典型模式分析及经验启示[J].农业与技术,2013,33(1):203-204.
[11]张蓓,万俊毅,文晓巍.国外农业旅游的模式比较与经验借鉴[J].农业经济问题,2011,32(5):100-105.
[12]高舜礼.旅游宣传的薄弱与强化[J].旅游学刊,2015,30(7):7-9.
[13]孟宝,郭五林,尹奇凤,杨龙.国内酒文化旅游研究现状分析及展望[J].酿酒科技,2014(11):104-110.
[14]陈瑛瑛.国外酒文化旅游模式分析及发展启示[J].中国酒,2013(6):46-51.
[15]沈世伟,许静娜,黄晓岑.法国葡萄酒旅游发展的经验与启示[J].宁波大学学报:人文科学版,2016,29(3):95-99.
[16]Kociemba V,Roy C,Velasco-graciet H.La vigne,levin et la ville,expériences bordelaises d'une trilogie vécue[J].Sud-Ouest Européen,2006(22):13-25.
[17]Carmichael B.Understanding the wine tourism experience for winery visitors in the Niagara Region,Ontario,Canada[J].Tourism Geographies,2005,7(2):185-204
[18]Mason R,Mahony B.On the trail of food and wine:the tourist search I for meaningful experience[J].Annals of Leisure Research,2007,10(3):498-517.
[19]邓晓华,史月恒.老龄化趋势下我国老年旅游市场及营销策略研究[J].改革与战略,2016,32(9):125-128.
[20]雷宏振,邵鹏,雷蕾.我国旅游景区门票多目标定价机制研究[J].旅游学刊,2012,27(7):49-56.
[21]张健华,余建辉.旅游景区游客数量调控技术的研究[J].技术经济,2007,2(2):110-114.
[22]Buckley R.Pay to play in parks:An Australian policy perspective on visitor fees in public protected areas[J].Journal of Sustainable Tourism,2003,11(1):56-73.
[23]Pullman M,Rodgers S.Capacity management for hospitality and tourism:A review of current approaches[J].International Journal of Hospitality Management,2010,29(1):177-187.
[24]Schwartz Z,Lin L C.The impact of fees on visitation of national parks[J].Tourism Management,2006,27(6):1386-1396.
[25]张群,师晓华.旅游景区淡季营销策略研究[J].中国证券期货,2012(3):234.
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |