海岛度假旅游地重游者动机及其市场细分研究——以海南国际旅游岛为例  

A Study of the Motivations of Repeat Visitors in Island Resorts and Its Market Segmentation:A Case Study of HAINAN

作　　者：陈海波[1] 汤腊梅[1] 许春晓[2] 

机构地区：[1]湖南城市学院商学院,湖南益阳413000 [2]湖南师范大学旅游学院,湖南长沙410081

出　　处：《旅游科学》2015年第6期68-80,共13页Tourism Science

基　　金：湖南省社科基金项目"古城镇旅游商业与游客体验和谐发展研究"(14JD12);湖南城市学院课题"故地重游现象形成机理研究"(2013XJ026)

摘　　要：本文以海南国际旅游岛为研究对象,通过抽样调查获得基础数据。通过因子分析,发现重游者的重游动机有场所依恋、私人事务、差旅活动、寻求新奇和满意经历等5个;基于聚类分析,将其划分为场所依恋型、私人事务型、寻求新奇型和差旅活动型等4种类型。各类型重游者在人口学特征、行为特征以及部分历时行为特征上存在显著的差异。场所依恋型与私人事务型重游者在期望比和各时段重游意愿上均显著高于寻求新奇型和差旅活动型;场所依恋型的总体满意度也显著高于寻求新奇型和差旅活动型。相比其上次到访,各类型重游者在人均和六要素花费、停留时间以及总体满意度方面均显著增高或持平,增幅差异仅体现在购物一项中,各类型重游者对海南国际旅游岛的直接经济价值均是历时向好的。本文还探讨了重游者的市场细分问题。This study took the international tourism island in Hainan as an object and collected data from a sample survey to analyze the factors influencing the motives of the repeat visitors, which include place attachment, private affairs, business events, novelty seeking, and satisfaction experience. After a cluster analysis, it put the repeat visitors into 4 types： place attachment, private affairs, business events, novelty seeking, with each type demonstrating significant differences from demographical, behavioral and partial diachronic behavioral aspects. Visitors from both of the place attachment type and the private affairs type demonstrate significantly higher expectation ratio and repeat visit desire than the novelty seeking and business events types. The overall degree of satisfaction of the place attachment type is also significantly higher than that of the novelty seeking and business events types. Compared with their last visits, all of the four types of visitors have improved or kept same amount of spending on eating, lodging, traveling, touring, shopping and entertaining with extended and non-extended stays and overall satisfaction with a varied increase of spending on shopping where the direct economic values brought to the international tourism islands in Hainan by all of the four types of repeat visitors are developing in the a positive way. The paper ended with an exploration into the segmentation of the repeat visitors market.

关 键 词：重游者 动机 市场细分 海岛度假旅游地 海南国际旅游岛 

分 类 号：F592.7[经济管理—旅游管理]