湖南小城市居民娱乐休闲意向研究

A Recreation and Leisure Intention Study of Hunan Residents in Second Tier Cities

为了准确把握湖南省城市居民娱乐休闲意向的特征及其影响因素,进行了一项辅助和补充研究。通过对宁乡和常德的居民抽样调查得到基础数据,运用因子分析和聚类法得出3个大类生活形态相异的细分市场,采用对应分析和多重反应分析,得出了不同生活形态细分市场的娱乐休闲意向差异,为湖南省的娱乐市场营销问题提供基础数据和结论。

It was a supplementary study of recreation and leisure intention of Hunan residents. With the basic data from market survey to Ningxiang and Changde residents,this paper divided the sample into five different types of life style by using the method of factor analysis and cluster analysis, and found the differences between the residents＇ recreation and leisure intention with correspondence analysis and multiple response analysis, then got some conclusion on recreation and leisure marketing study.