基于K-means和主成分分析的京张体育文化旅游带冰雪运动旅游市场研究  

A Research on the Ice and Snow Sports Tourism Market of Beijing-Zhangjiakou Sports Cultural Tourism Zone Based on K-means and Principal Component Analysis

作　　者：王光军 王姣姣 赵小勇 商万军 杨义风 WANG Guang-jun;WANG Jiao-jiao;ZHAO Xiao-yong;SHANG Wan-jun;YANG Yi-feng(Department of Physical Education,Hebei North University,Zhangjiakou,Hebei 075000,China;Zhangjiakou Lvtou International Travel Agency,Zhangjiakou,Hebei 075000,China;Section of Physical Education,Zhangjiakou No.1 Middle School,Zhangjiakou,Hebei 075000,China;School of Economics and Management,Hebei North University,Zhangjiakou,Hebei 075000,China)

机构地区：[1]河北北方学院公共体育部,河北张家口075000 [2]张家口旅投国际旅行社,河北张家口075000 [3]张家口市第一中学体育组,河北张家口075000 [4]河北北方学院经济管理学院,河北张家口075000

出　　处：《河北北方学院学报（社会科学版）》2024年第2期16-19,88,共5页Journal of Hebei North University：Social Science Edition

基　　金：河北省体育科技研究项目(2023CY02);河北省文化艺术科学规划和旅游研究项目(HB22-YB125)。

摘　　要：使用问卷调查、K-means聚类分析和主成分因子分析等方法对后冬奥时期京张体育文化旅游带的冰雪运动旅游市场进行分析发现,该市场可细分为青年冰雪爱好者、家庭亲子游客、中老年休闲游客和高端商务游客等类别。其中:青年和家庭市场为主力,市场需求集中在专业冰雪设施服务和冰雪文化体验等方面。据此,提出提升冰雪运动品质安全、丰富文化内涵和满足个性化需求等策略,以挖掘市场潜力,促进该地区冰雪旅游经济的可持续发展。By means of questionnaire,K-means cluster analysis and principal component factor analysis,the paper analyzes the ice and snow sports tourism market of Beijing-Zhangjiakou sports cultural tourism zone in the post-Winter Olympic period.It is found that the market is made up of young ice and snow enthusiasts,parent-child tourists,middle-aged and elderly leisure tourists and high-end business tourists,among which young people and families are the main body of the market.Besides,the market demand mainly lies in professional ice and snow facilities services,ice and snow cultural experience,etc.Based on these findings,such strategies are put forward as improving the safety of ice and snow sports quality,enriching cultural connotation and meeting individual needs,so as to tap the market potential and promote the sustainable development of ice and snow tourism economy in this area.

关 键 词：冰雪运动旅游 市场细分 市场定位 K-means聚类分析 主成分因子分析 

分 类 号：F592[经济管理—旅游管理]