区域旅游市场再细分及其营销策略

Regional Tourist Market Secondly Segment and Marketing Strategy

旅游市场的竞争日趋激烈,按地理、人口为依据的旅游市场细分局限性越来越明显,区域旅游市场更深层次的再细分成为当前市场开拓的前提与基础。提出频度、客源稳定性、交通时间距离、游客行为动机等市场再细分类型应该值得重视与分析,同时要根据市场再细分类型,采取差异性营销策略。

t was basic that the regional tourist market could be secondly segment in the devolopment of the market.The authors analyzed the chance and the guaranteed rate of tourist market,traffic distance,tourists motivation.Such a series of marketing strategies should be carried out to improve the pertinence and validity of regional tourist marketing, and put up some proposals to deal with the marketing strategy.