福州市温泉游憩市场细分研究

发布时间：2018-03-09 17:44

本文选题：福州　切入点：温泉游憩　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：福州正在经历从温泉地向温泉旅游地的转变时期，温泉资源逐渐被商品化与市场化。2010年，福州市被评为“温泉之都”，福州市政府加大了发展温泉游憩的举措，温泉游憩产品在数量上和组合上都有了重大改变。然而，受福州温泉资源丰富和开发利用历史悠久的特点影响，福州市温泉游憩市场发展层次较复杂，具体表现在温泉游憩产品在类型上、质量上以及价格上的巨大差异。同时，福州市民是福州温泉游憩市场的主要消费群体。他们对福州温泉的记忆、使用习惯和依赖程度决定了这个主要消费群体的独特性，这决定了其对福州温泉游憩产品的评估和购买决策会不同于一般的温泉旅游游客，往往更加复杂。若要提高福州温泉游其消费者这一庞大群体对“温泉之都”的认可程度，则必须了解福州温泉游憩消费者在进行温泉游憩活动时的利益追寻。首先，本研究选取20个温泉游憩消费（包括温泉从业者、地方文化人、老汤客、新汤客以及普通游客），针对“泡温泉能给我带来什么好处”的话题进行深入访谈，获得12项福州温泉游憩消费者的利益追寻变量。其次，本研究设计了一份调查问卷，主要包括五个部分：人口统计变量、消费行为变量、利益追寻变量、度假生活态度以及满意度。从2013年10月份至12月份期间，，共收回875份有效问卷。通过运用统计软件SPSS20.0里的因子分析法和聚类分析法对有效样本的利益追寻变量进行分析，得出福州市温泉游憩市场根据消费者的利益追寻可细分为2个市场：“放松与互动派”消费市场和“自我与内涵派”消费市场。然后再利用判别分析法、卡方检定以及单因子变异数分析法对所搜集到的福州温泉游憩消费者的人口统计变量、消费行为变量、游憩动机变量和度假生活方式的数据进行相应的分析，发现“放松与互动派”消费市场和“自我与内涵派”消费市场在人口统计变量上、消费行为变量上、游憩动机上以及度假生活方式上均有差异，其中消费行为变量的差异最为显著。在数据分析的基础上，本研究对福州温泉游憩市场的特征、2个利益细分市场的特征以及2个利益细分市场间的差异进行归纳和分析。最后，本研究在对福州市温泉游憩消费者的利益追寻分析和利益缺失分析的基础上，对福州温泉游憩市场提出以发展“温泉旅游地”为概念的开发建议，旨在通过提高福州温泉游憩产品的体验性来达到增强“温泉之都”的功能和作用。
[Abstract]:Fuzhou is undergoing a period of transition from hot spring to hot spring tourism, and hot spring resources are gradually being commercialized and marketized. In 2010, Fuzhou was named the "hot spring capital," and the Fuzhou municipal government stepped up its efforts to develop hot spring recreation. The number and combination of hot spring recreation products have changed greatly. However, due to the rich hot spring resources in Fuzhou and the long history of exploitation and utilization, the level of development of Fuzhou hot spring recreation market is relatively complex. This is manifested in the huge differences in the types, quality and prices of spa recreation products. At the same time, Fuzhou residents are the main consumer groups in Fuzhou Hot Spring Recreation Market. Their memory of Fuzhou Hot Springs, Usage habits and degree of dependence determine the uniqueness of this major consumer group, which determines that the evaluation and purchase decision of Fuzhou hot spring recreation products will be different from the general hot spring tourists. If we want to improve the recognition of Fuzhou spa tourism consumers to the "hot spring capital", we must understand the interest of Fuzhou hot spring recreation consumers in hot spring recreation activities. First of all, this study selects 20 hot spring recreation consumption (including hot spring practitioners, local intellectuals, old soup guests, new soup guests and ordinary tourists) to conduct in-depth interviews on the topic of "what benefits can bubble hot spring bring to me". Secondly, this study designed a questionnaire, which includes five parts: demographic variables, consumer behavior variables, interest pursuit variables. From October 2013 to December, a total of 875 valid questionnaires were collected. Factor analysis and clustering analysis were used to analyze the benefit seeking variables of effective samples by using factor analysis and clustering analysis in the statistical software SPSS20.0. It is concluded that the hot spring recreation market in Fuzhou can be subdivided into two markets according to the interests of consumers: the "relaxation and interaction" consumer market and the "self-intension" consumer market, and then the discriminant analysis is used. Chi-square test and single factor ANOVA analysis were used to analyze the collected data of Fuzhou spa recreation consumers' demographic variables, consumption behavior variables, recreation motivation variables and vacation lifestyle data. It is found that there are differences in the demographic variables, consumer behavior variables, recreation motivation and vacation lifestyle between the "relaxation and interaction" consumer market and "self and connotation school" consumption market. On the basis of data analysis, this study summarizes and analyzes the characteristics of Fuzhou Hot Spring Recreation Market, the characteristics of two interest segments and the differences between two interest segments. On the basis of the analysis of the interests of the consumers of hot spring recreation in Fuzhou and the analysis of the lack of interest, this study puts forward some suggestions for the development of the "hot spring tourist destination" in Fuzhou hot spring recreation market. The purpose of this paper is to enhance the function and function of "Hot Spring City" by improving the experience of Fuzhou Hot Spring Recreation products.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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