我国分时度假市场需求实证研究  

An Empirical Stud on the Market Demands of Timeshare in China

作　　者：王婉飞[1] 

机构地区：[1]浙江大学旅游管理系,浙江杭州310058

出　　处：《浙江大学学报（人文社会科学版）》2005年第6期19-26,共8页Journal of Zhejiang University:Humanities and Social Sciences

基　　金：2005年度国家哲学社会科学基金项目(058JY085)

摘　　要：分时度假(timeshare)对消费者而言是一种休闲度假旅游产品;对企业而言,分时度假是旅游房地产的一种经营模式。本研究表明,有40.1%的消费者认为分时度假比传统度假更具有优越性,但87.6%的人仍然把分时度假看作是一种高消费产品。研究还发现,消费者认为最吸引自己购买分时度假的因素是“交换”机会和“高性价比”;消费者在购买分时度假时考虑的主要因素是“产品质量”和“售后服务”,其次是“品牌”;最受消费者欢迎的度假地是海滨度假地,其次是山区度假地;就宣传方式而言,消费者最易接受的形式是“亲身体会”,其次是“展销会”和“媒体广告”。此外,本文识别了分时度假销售的障碍因素,并用LOGISTIC分析方法,将是否购买分时度假产品作为因变量,得到了我国分时度假市场定位的目标人群。To consumers timeshare is a product of leisure tourism, while to corporations it is an operation mode of tourism real estate. 1600 questionnaires were issued to the consumptive party of timeshare in China and 1154 effective ones werecollected. Based on empirical studies on domestic timeshare market demands, this paper identifies several key factors which have influence on consumers＇ purchase decision-making of timeshare products, and investigates consumers＇ cognition levels of timeshare. The results of this research demonstrate that about 40.1% consumers consider timeshare as having more advantages than the traditional ways of vacation, while 87.6 % consumers regard timeshare as a high-end consumer product. It is also shown in this research that the key factors attracting consumers to buy timeshare are “exchangeable” and “cheap”. The main elements taken into consideration by consumers when they make purchase decisions are： “quality of the product”,“after-sale services” and “brand of the product”. Beach resort is the most popular resort of timeshare, mountain resort being the second. In terms of advertisement, the most acceptable is “experience byconsumers”, with “exhibition” and “media advertisements” coming next. This paper also identifies the barrier factors in timeshare marketing. Using Logistic analysis with the purchase decision-making of timeshare as a variable, the author targets the domestic market group of timeshare. The results of this paper will be beneficial not only to enterprises＇ correct market orientation, but also to the establishment of their marketing strategies and lowering of marketing cost.

关 键 词：分时度假 市场需求 实证分析 

分 类 号：F592[经济管理—旅游管理]