我国女性旅游市场开发初探

Brief Probe into the Exploitation of the Female Tourism Market

当前我国旅游企业之间竞争激烈。在竞争激烈的旅游市场中,进行正确的市场细分,确立准确的目标市场并有针对性地进行市场营销组合的设计将为旅游企业带来巨大收益。文章首先分析了开发女性旅游市场的可行性和现实意义,然后分析了女性旅游消费的行为特征并在此基础上探讨了应采取的营销策略。

Currently the competition among the tourism enterprises in our country is very acute. In the tourism market with the acute competition, right careful market analysis, establishing accurate objective and designing the constitution of market selling in view of existing situation will bring enormous benefit to tourism enterprises. This paper first analyses the feasibility and practical significance of exploiting the female tourism market, then analyses the characteristic of the female tourism consuming conduct, and probe into the selling tactics we should adopt on the basis of it.