基于活动偏好市场细分的旅游产品谱系开发——以开平碉楼世界文化遗产为例

On the Development of Tourism Product Spectrum Based on Activity Preference Market Segmentation——A Case Study of Kaiping Diaolou World Cultural Heritage

本文旨在以开平碉楼世界文化遗产景区为例,通过活动偏好市场细分的方法,研究核心产品主导下的旅游产品谱系开发问题。从理论上阐述了丰富旅游产品谱系的必要性及开发方式,介绍了开平碉楼旅游开发现状,基于活动偏好将开平碉楼游客市场划分为五类,探讨旅游目的地产品谱系开发和营销的若干策略。

The paper, taking Kaiping Dialou World Cultural Heritage scenic spots as an example, intends to study the development of tourism product spectrum under the dominance of core product by using the method of activity preference market segmentation. Firstly the paper retrospects the previous study, theoretically expounds the necessity and development mode of enriching tourism product spectrum, introduces the present situation of developing Kaiping Diaolou and then divides the tourist market into five categories; namely, rurality and farm type; nature and wildness type; cultural experience type; hot spring and delicacy type; and health care and entertainment type. The paper also depicts the demographic features of various activity preference tourist groups, their trip-related behavior and travel preference. Finally some tactics regarding the development of product spectrum and marketing in tourism destinations are discussed.