区域旅游市场定位研究——以西安为例  

STUDY ON REGIONAL TOURISM MARKET POSITIONING——THE CASE OF XI'AN

作　　者：陈敬东[1] 张致远[1] 

机构地区：[1]西安理工大学工商管理学院,中国陕西西安710048

出　　处：《经济地理》2006年第S2期14-17,共4页Economic Geography

基　　金：西安市科技局软科学研究项目(编号:HT04006-2)资助

摘　　要：区域旅游业的发展已经进入营销主导的时期,运用市场营销原理为旅游市场服务成为区域旅游开发理论与实践所面临的一个重要课题。区域旅游市场定位包括旅游客源定位和旅游地形象定位两个过程,旅游客源定位是形象定位的基础。文章提出了区域旅游市场的定位过程,运用营销学的STP理论,对区域旅游市场定位进行探讨。在此基础上,以世界著名的历史文化名城——西安为例,根据对13个景点1200份抽样问卷的调查结果,选取合适的市场细分变量,给出了西安旅游市场的定位方案:向省外和国外的文化层次较高的25—44岁中青年顾客群提供一个感受、感怀中国周、秦、汉、唐灿烂文明的窗口。The development of the regional tourism has entered a marketing dominated era.It has become an important subject faced by the theory and practice of regional tourism development to serve the tourism market by using the marketing principles.The process of regional tourism market positioning includes the tourist resource positioning and destination image positioning,of which the former is the foundation of the latter.This paper proposed the process of regional tourism positioning using the STP(Segmentation,Target market,Positioning) theory.On the basis of this,taking the world's famous historical cultural city,Xi'an,for example,according to the investigation of the 1 200 questionnaires of 13 sights in Xi'an,the positioning scheme was put forward through selecting proper market segmentation variables and the positioning scheme was providing the tourists,which are young and middle-aged people from 25 to 44 out of Shaanxi and from abroad with superior academic levels,with a window of experiencing the brilliant culture of Zhou,Qin,Han,Tang dynasties in China.

关 键 词：区域旅游 市场定位 客源 形象 西安 

分 类 号：F592.7[经济管理—旅游管理]