基于相关与偏相关分析的城市居民休闲度假市场开发研究——以南京为例

City Residential Recreation Market Research Based on Correlation and Partial Correlation Analysis

我国旅游业正向休闲度假型转变。运用相关分析与偏相关分析方法,以南京为例探析城市居民休闲度假旅游需求。研究发现偏爱休闲度假的居民由于地位与收入的不同在旅游资源喜好、旅游活动偏好、购买行为、信息来源渠道、出游方式等方面与一般居民有着明显差异。因此,休闲旅游目标市场的定位应在高学历、中高收入阶层,旅游资源的开发应优先考虑湖泊水滨、森林山地,产品开发应注意项目与资源的耦合且促销渠道应以网络为主,兼顾传统媒介。

Chinese tourism has been undergoing the transformation into the trend of recreation. By using Pearson correlation analysis and partial correlation analysis, the paper takes Nanjing City as an example to demonstrate the urban citizen needs of reareation during holidays. Obviously there exist many differences between favorite and general tourism. The paper discusses the curnent conditions for its further development.