基于游客重游动机的主题公园重游市场细分研究--以长隆海洋王国为例  

Segmenting the Repeat Market of Theme Parks by Visitors'Revisit Motivations A Case Study of the Chimelong Ocean Kingdom,China

作　　者：于晓青 陈钢华[1,2] Yu Xiaoqing;Chen Ganghua(School of Tourism Management,Sun Yat-sen University,Zhuhai 519082,China;Center for Tourism Planning&Research,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]中山大学旅游学院,广东珠海519082 [2]中山大学旅游发展与规划研究中心,广东广州510275

出　　处：《旅游论坛》2022年第2期35-44,共10页Tourism Forum

基　　金：国家自然科学基金面上项目“大尺度流动型旅行者情感体验的时空差异及其影响机制”(41971172)。

摘　　要：面对国内外主题公园的巨大竞争压力,市场细分有助于主题公园更精准地定位和营销。重游率是维系主题公园市场可持续发展的指示器或重要指标,也是市场细分的重要指标。文章以长隆海洋王国这一典型主题公园为研究对象,通过现场便利抽样获取数据探索性因子分析发现,游客重游动机按重要性依次为:设施与服务、探新求奇、互动营销、陪伴。运用k-means均值聚类分析将主题公园的重游市场划分为三个细分市场:陪伴型、主题吸引型、双向互动型。通过卡方检验发现,三大细分市场仅在常住地方面存在显著差异;长隆海洋王国重游市场有如下基本特征:以中青年为主,女性略多,学历程度偏高化、收入水平呈中低档化趋势,常住地以广东省内为主,亲子游游客居多。针对上述研究发现,文章为这一类型主题公园的经营管理提出建议:(1)紧密围绕主题,结合自身的软件和硬件水平,提高产品质量,提升人性化服务,为游客营造一种沉浸式的体验;(2)一方面,提高园区活动/项目的丰富性、趣味性、新颖性,增设游客互动、参与感强的项目;另一方面,搭建游客评价通道和营销互动渠道,不断优化升级游客管理系统。With the continuous improvement of people's living standards,spiritual enjoyment and experience consumption has become a trend,and travel for pleasure has gradually become a necessity and way of life for most people.As part of the leisure and entertainment industry,theme parks have emerged in order to meet people's diversified needs.Under the circumstance of the huge competitive pressures in the theme park market at home and abroad,market segmentation research is helpful for theme park enterprises to have a better understanding of the main characteristics of key tourist groups,as well as to effectively distinguish the tourist groups and provide valuable implications for the market positioning and marketing practice.Through reviewing both the Chinese-language and English-language literature,it is found that tourism motivation is a reliable and effective market segmentation variable.Therefore,this paper aims to conduct a market segmentation,based on tourists'revisiting motivations,within the specific scenario of theme parks.This study uses Chimelong Ocean Kingdom,a typical theme park,as a case.Based on literature analysis,content analysis,and semi-structured interviews,the measurement scale of this study was developed.During the period from October 2019 to January 2020,a field questionnaire survey was conducted on 335 tourists who were then revisiting Chimelong Ocean Kingdom.Multiple statistical analysis,including descriptive analysis,reliability and validity tests,exploratory factor analysis,cluster analysis,independent sample T test,ANOVA analysis,discriminant analysis,and cross-tabulation analysis,were carried out using SPSS.Through exploratory factor analysis,theme parks'repeat tourists'motivations were extracted into four dimensions,namely,facilities and services,novelty seeking,marketing interaction,and companion.Based on K-means clustering analysis,three repeat market segments were further identified:companion repeaters,theme-induced repeaters,and marketing-influenced repeaters.According to Chi-square test r

关 键 词：主题公园 重游动机 重游市场细分 长隆海洋王国 

分 类 号：F592.7[经济管理—旅游管理]