基于Python技术支持的民宿旅游游客消费偏好及其营销策略启示--基于浙江省三市五地的实证分析  

Research on the Consumption Preference and Its Marketing Strategy Implication of Homestay Tourists Based on Python Technology--an Empirical Analysis Based on Three Cities and Five places in Zhejiang Province

作　　者：陈双双 徐金虎 李伟 Chen Shuangshuang;Xu Jinhu;Li Wei(Zhejiang College of Security Technology,Wenzhou 325016)

机构地区：[1]浙江安防职业技术学院,浙江温州325016

出　　处：《中阿科技论坛（中英文）》2022年第6期97-101,共5页China-Arab States Science and Technology Forum

基　　金：浙江省文化和旅游厅科研与创作项目“数字化视域下的浙江省民宿旅游营销模式研究”(2020KYY030)的成果。

摘　　要：《“十四五”旅游业发展规划》明确了我国旅游业已经进入大众旅游时代,民宿旅游成为文化和旅游板块中最具希望的亮点。本文基于Python技术,以浙江省三市五地的民宿旅游为研究样本,收集民宿旅游消费者的评价数据,分析消费者消费偏好。研究显示,民宿内外部环境、相关配套的设施、营销宣传、所在区域的风险情况等四个因素共同影响游客的消费选择;性别差异影响游客对民宿所在区域的风险感知;不同年龄层次对于民宿营销宣传的接受度和认可度有差异;民宿相关的配套设施是否齐全与游客的未来消费偏好高度紧密相关。基于此,未来民宿企业需要优化民宿内外环境,对照行业标准提升民宿品质,赢得游客信任;聚焦民宿特色亮点,充分利用网络的跨时空性,强化数字营销;明确民宿本质属性,对标受众群体,可有效叠加民宿的多元功能,优化整体营销效果。The“14th Five-Year”Tourism Development Plan clarifies that China’s tourism industry has ushered in the era of mass tourism,and homestay tourism has become the most promising trend in the cultural and tourism sectors.Based on Python technology,this paper sets out to collect evaluation data and analyze consumer preferences of homestay tourism in three cities and five places of Zhejiang Province.Research shows that four factors,including the internal and external environment of homestays,supporting facilities,marketing and publicity,and the risk situation in the area where they are located,jointly affect tourists’consumption choices;gender differences affect tourists’risk perception of the area where homestays are located;There are differences in the acceptance and recognition of the publicity of homestays by different age groups;whether the status of the supporting facilities are good is highly correlated with tourists’future consumption preferences.In view of this,in the future,it’s recommended that companies should optimize the internal and external environment of homestays,enhance the quality of homestays in accordance with industrial standards to win the trust of tourists;focus on the highlights of homestays,make full use of the inter-temporal nature of the Internet to strengthen digital marketing;specify the essential attribute of homestays,align audience groups;and effectively overlay the multiple functions of homestays to optimize the overall marketing effect.

关 键 词：PYTHON 民宿旅游 消费偏好 营销启示 

分 类 号：F672[经济管理—产业经济]