基于生活方式维度的体育旅游市场细分研究——来自滑雪旅游者的实证分析  

Research on Market Segmentation of Sports Tourism Based on Lifestyle Dimension——An Empirical Analysis Based on Ski Tourists

作　　者：李京律 张磊 李佩[4] 梁媛 LI Jinglv;ZHANG Lei;LI Pei;LIANG Yuan(Department of Physical Education,Renmin University of China,Beijing 100872,China;Research Center for Humanistic Beijing(Humanistic Olympics),Beijing 100872,China;Institute for Sports Industries,Renmin University of China(Zhengding),Zhengding 050800,Hebei,China;School of Sport and Physical Education,Shijiazhuang University,Shijiazhuang 050035,China;College of Physical Education and Sports,Beijing Normal University,Beijing 100875,China)

机构地区：[1]中国人民大学体育部,北京100872 [2]中国人民大学人文北京(人文奥运)研究中心,北京100872 [3]中国人民大学体育产业研究院(正定),河北正定050800 [4]石家庄学院体育学院,石家庄050035 [5]北京师范大学体育与运动学院,北京100875

出　　处：《西安体育学院学报》2023年第3期342-355,共14页Journal of Xi'an Physical Education University

基　　金：北京市社会科学基金项目(19JDYTB008)。

摘　　要：改善生活方式、提升生活品质是人民对于美好生活向往的有效实践,更是社会结构优化健全的充分体现。滑雪作为体育旅游市场中一项时尚的休闲运动,已成为人们追求健康高质量生活方式在体育运动上的重要方式。从生活方式理论切入,通过聚类分析、单因素方差分析等方法,着力研究体育旅游者的人口属性及细分市场,获取不同类型旅游者的行为差异特征,为体育旅游相关企业判断体育旅游消费需求提供一个新的决策视角。研究发现:旅游者可以细分为探索体验型、独立冷静型、富足精英型与积极奋斗型4类;各类型体育旅游者在行为意向得分上存在显著差异,积极奋斗型得分最高,独立冷静型得分最低。基于此,提出体育旅游产品的差异化设计、产品价格分层化设置、搭建异质化触达渠道等相关建议。Improving the way and quality of life is an effective practice of meeting people's yearning for a better life and a full manifestation of the optimization and improvement of social structure.As a fashionable recreational sport in the sports tourism market,sking has become one of the ways for people to pursue a healthy and high-quality lifestyle through sports.This study focuses on the theory of lifestyle and employs methods such as cluster analysis and one-way ANOVA to study the demographic characteristics and market segmentation of sports tourists,aiming to identify behavioral differences among different groups of tourists and provide a new decision-making perspective for sports tourism-related companies to assess sports tourism consumption demand.The study found that:sports tourists can be divided into four types,namely exploratory and experiencing type,independent and calm type,rich elite type,and active and pushing type;There are significant differences in behavioral intention scores among different types of sports tourists.The active and pushing type of sports tourists has the highest score while the independent and calm type has the lowest score.Based on the research results,the following suggestions are proposed:fulflling differentiation in sports tourism product design,implementing hierarchical pricing of products,and building heterogeneous access channels.

关 键 词：体育旅游 滑雪旅游 市场细分 生活方式 

分 类 号：G863.180.052[文化科学—体育训练]