城市居民近郊休闲市场细分研究——基于场所风格偏好视角  

The Segmentation Study of Suburb Leisure Market for Urban Residents——on the Basis of the Style of Location

作　　者：粟路军[1] 黄福才[1] 

机构地区：[1]厦门大学管理学院,福建厦门361005

出　　处：《北京第二外国语学院学报》2010年第1期63-70,共8页Journal of Beijing International Studies University

基　　金：湖南省社科基金重大项目<湖南省旅游业转型与结构优化升级研究>(07ZDA05)成果之一

摘　　要：城市居民近郊休闲场所风格偏好研究对于近郊休闲企业场所建设、市场开发等意义重大。本文通过市场调查获取的丰富基础数据,对城市居民对近郊休闲场所风格偏好进行系统分析。通过因子分析得出城市居民近郊休闲场所风格偏好可分为乡村田园风格、现代时尚风格、古老神秘风格与私密安逸风格等4种基本类型,在此基础上进行聚类分析,将城市居民划分为返璞归真型、安逸随意型与时尚开放型等3种基本类型,并比较它们之间的人口学特征与休闲行为特征,以便为近郊休闲企业有针对性地开发市场与进行市场营销活动提供参考意见。The study of style preference of urban residents towards suburb leisure places means a lot to sites construction and market development of those recreational companies in suburb areas.In this paper,abundant foundational statistics are acquired by sample investigation,and style preference of urban residents towards suburb leisure sites is systematically analyzed.Also,by factors analysis,it’s discovered that the style preference of urban residents towards suburb leisure sites can be classified into three basic types： rural pastoral style,modern fashionable style,ancient mysterious style,secret leisure style.The suburb leisure market is classified into the following four types： return to innocence-type,easy random-type,open fashion-type and the population statistics features and leisure activity features of the population of those classified markets are also summarized.It’s very meaningful for relevant companies with reference suggestions to better develop markets and do promotion.

关 键 词：城市居民 近郊休闲 市场细分 场所风格 

分 类 号：F59[经济管理—旅游管理]