旅游者中位年龄的几个市场指示意义  

Several Implications of Tourist Median Age in the Tourism Market

作　　者：钟章奇[1] 李山[1] 张秀云[1] 刘华婷[1] 

机构地区：[1]华东师范大学地理信息科学教育部重点实验室,上海200241

出　　处：《旅游学刊》2013年第7期73-81,共9页Tourism Tribune

基　　金：国家自然科学基金项目(41071092);教育部人文社会科学研究项目基金资助(09YJC790089)~~

摘　　要：年龄是旅游市场细分理论中一个重要的社会—人口学变量,不同的年龄结构对细分市场的旅游行为有着重要的影响。然而,在刻画旅游者年龄结构时,无论是在业界实践还是学界研究中,被普遍采用但标准各异的旅游者年龄"上中下"分组模式却不可避免地制约了相关研究成果之间纵向或横向的比较与验证,需要发展一条可以沟通联系的纽带。文章试图将中位年龄作为这种可能的纽带引入我国旅游市场研究领域,基于国家旅游局公开发布的旅游者年龄统计数据,提出了旅游市场类型的中位年龄划分标准,并在此基础上进一步探讨了旅游者中位年龄在指示市场结构类型、市场环境波动和市场发展分化方面的后效价值,以期为旅游市场营销与管理提供一定的理论依据。Being a socio-demographic variable, age affects not only tourist consumption preferences but also their spatial behavior and travel mode. In other words, age is important in tourism market segmentation theory in the sense that it can affect the process of partitioning behavioral differences between different groups of tourists within the tourism market. However, whether in industry practice or academic research, the frequently employed ＇ high- middle-low＇ classification mode inevitably restricts comparison and validation of the relevant research results, although this limitation can be overcome by using a contmunication ＂bond＂. Based on the statistics on tourist age published by the National Tourism Bureau, the indicator median age is introduced in this paper as a possible communication ＂bond＂ for use in research on the Chinese tourism market. Three types of tourism market are then identified based on tourist median age, namely the young （aged below 35 years old） , adult （aged 35 ~ 45 years old） , and elderly （aged over 45 years old） markets. Young visitors are mainly students and young people who are active, eager to explore new things and attracted to amusement facilities. Adult visitors are mostly middle-aged people who are still energetic, and have steady income and ample discretionary time. In addition, because their children are still growing up, adult visitors may travel with their children to educate them by exposing them to new experiences. Finally, elderly visitors have an extremely strong sense of nostalgia, tend to travel for rest and relaxation or to visit relatives, and have a strong preference for visiting historical sites at their destinations. Research clearly shows that elderly tourists dominate tourism source markets for 29 selected cities in China for which complete historical data are available from the yearbook of China tourism statistics （2000 -2010）. Meanwhile, elderly and young tourists coexist in the tourism source markets at the provincial level for all provi

关 键 词：旅游者行为 旅游市场细分 旅游市场营销 年龄分组 年龄中位数 

分 类 号：F592[经济管理—旅游管理]