基于消费结构的都市休闲市场类型研究——以长沙市为例  

The Research of Urban Leisure Market Types Based on Consumptive Structure——Take Changsha for Example

作　　者：马莹莹[1] 许春晓[1] 王洁[1] 

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《北京第二外国语学院学报》2008年第1期64-69,54,共7页Journal of Beijing International Studies University

基　　金：国家教育部人文社会科学研究项目"龙潭湖旅游区的长沙客源市场预测研究"(05JD790124)课题成果之一

摘　　要：城市居民消费水平和消费结构会影响其休闲活动的时间、空间、花费及方式,因此基于居民休闲消费结构进行市场细分对于休闲市场研究具有重要意义。文章以抽样调查方法获得的长沙市居民休闲行为的丰富数据为基础,以休闲消费结构为变量进行聚类分析,将都市休闲市场划分为三类:价格感知一般型、价格弱感型和价格敏感型,重点分析了三类市场的主要行为特征和相互差异,并针对性地提出建议。其中,三类市场在休闲目的、最佳时间偏好、信息渠道及交通方式的选择和日常消费行为等方面有较大差异,但在对服务水平、景致、硬件设施和交通的态度上无明显差异,均非常关心。The city people consumption level and the consumptive structure affects the time, the space, the expenditure and the way of leisure activity, therefore subdivide market based on the inhabitant leisure consumption pattern has the vital significance in leisure marketing research. It through the rich data obtained from the sampling survey about the leisure behavior of Changsha residents, used the cluster analysis method to divide the leisure market into three types based on the consume structure： the price sensation general, the price weak feeling and the price sensitive, mainly analyzed the main behavior characteristics and the mutual difference of the three kinds of markets, then gave proposals. The three kinds of markets have differences between the goal of leisure, the best time length, information channel, vehicle and annual consumption behavior, but have little difference between the attitude to the service , the view, the hardware facility and the transportation manner.

关 键 词：消费结构 市场类型 休闲 聚类分析 

分 类 号：F59[经济管理—旅游管理]