摘要
乡村旅游已经成为旅游产品体系中的一个重要组成部分,其产品的特点决定了它所吸引旅客的特殊性。依据市场营销中基于行为和态度的顾客忠诚划分方法,对乡村旅游旅客进行系统的分类,划分出多忠诚、单一忠诚和不忠诚3类旅客,并分析了各类游客的特点,希望能够对乡村旅游景区进行游客关系管理、营销计划制定提供一定的借鉴。
Rural tourism became a critical component of tourism products.As well as the tourist was characterized by the rural tourism.So,based on the behavioral and attitudinal loyalty in marketing field,this research categorized the tourist into multi- loyal,uni- loyal and non- loyal segmentation and analyzed the characteristic respectively. The conclusions were valuable for the rural tourism company to establish and implement marketing mix and CRM.
出处
《资源开发与市场》
CAS
CSSCI
2008年第12期1130-1133,共4页
Resource Development & Market
基金
国家自然科学基金(编号:76072021)
关键词
乡村旅游
多忠诚
单一忠诚
不忠诫
rural tourism
multi- loyalty
uni- loyalty
non- loyalty
