基于桂林市景区游客画像的市场细分研究  

Research on Market Segmentation Based on Tourist Portraits in Guilin Scenic Spots

作　　者：甘雨婷 申敏萱 白刚[1] 

机构地区：[1]桂林旅游学院,广西桂林541006

出　　处：《大众科技》2023年第6期158-162,共5页Popular Science & Technology

基　　金：大学生创新训练计划项目“基于桂林市景区游客画像的市场细分研究”(202111837055)。

摘　　要：通过对桂林市景区旅游者特征进行分析和抽象,聚焦于桂林市景区游客群体的三个特征:基本属性、游客客源、出游动机。根据亲和图法分析和关联分析将游客群体分为两类,分别为重要发展人群和重要挽留人群。依据画像结果,发现桂林景区在住宿、餐饮、交通、线上平台的管理以及景区的内部管理不够完善。建议桂林景区需要对自身特色和娱乐活动进行专业策划,设置多重适合景区的体验行旅游产品研究,对游客可提供更为详细的信息,主要包括景点介绍、交通、天气情况、当地风俗和住宿,其次为娱乐活动、治安状况以及其他信息。By analysing and abstracting the characteristics of Guilin's scenic tourists,the analysis focuses on three characteristics of Guilin's scenic tourist groups:basic attributes,tourist clientele,and motivation to travel.Based on the affinity diagram method analysis and association analysis,the visitor groups were divided into two categories,namely the important development group and the important retention group.Based on the results of the portrait,it is found that Guilin scenic spots are not doing well in accommodation,catering,transportation,management of online platforms and internal management of the scenic spots.It is suggested that Guilin's scenic spots need to plan their own characteristics and entertainment activities professionally,establish multiple experience line tourism product research suitable for the scenic spots,and provide tourists with more detailed information,mainly including attraction introduction,traffic,weather conditions,local customs and accommodation,followed by entertainment activities,security conditions and other information.

关 键 词：游客画像 桂林市景区 游客市场细分 

分 类 号：F592[经济管理—旅游管理]