湖南旅游地的模糊聚类分析

Tourist Market Segmentation in Hunan Province Based on Fuzzy-cluster Analysis

不同的旅游地对旅游者有着不同的吸引力,根据旅游地的属性特征进行旅游地划分不仅有利于宏观管理部门规划旅游资源并制定相应发展策略,而且有利于旅游企业有针对性地制定营销策略和取得良好的经济效益。根据湖南省行政区划划分为十四个旅游地,选择14个旅游地特征指标,运用模糊聚类方法对湖南的旅游地进行了分析。结果表明:湖南省旅游地发展水平较好的区域依次是长沙、张家界、株洲和湘潭;株洲和湘潭两地则具有相似特点。该分析结果无疑将对相关利益者(政府、旅游企业)采取积极的旅游对策具有较好参考价值。

Different places have their own different tourist attractions.The research on division of sightseeing district according to the characteristics is not only conducive to macro-management of planning tourism resources and to development of appropriate strategies,but also help tourism businesses to develop marketing strategies and achieve good economic returns.This paper tries to subdivide tourist markets in Hunan Province through fuzzy-cluster analysis.Hunan Province is firstly divided into fourteen tourism markets according to administrative division.Then submarkets are subdivided into categories with similar characteristics according to fourteen indexes which can indicate characteristics of tourism markets.Analysis shows that the characteristics of travel market in Zhuzhou and Xiangtan are similar.Next comes Changsha,Zhangjiajie,Zhuzhou and Xiangtan in sequence of the level of development of the tourism markets in Hunan.The result is undoubtedly good reference for stakeholders（such as government,tourism enterprises） to take an active development strategy.