摘要
"现实功利"和"良心理性"是中国人的双重宗教观,由此衍生出"神灵庇护"与"心灵皈依"这两个核心宗教旅游动机。理论与实证分析表明,中国人宗教旅游动机有6种,以此为细分变量,中国宗教文化旅游市场可细分为4类消费群:烧香拜佛型、文化体验型、精神体验型和休闲游逛型。这一研究结论为管理者开发宗教文化旅游市场、进行精准的市场定位提供了重要的决策依据。
This paper explores the religion of the Chinese people. ＂Pragmatism＂ and ＂conscience rationality＂ are two religious characteristics of Chinese people. The two religious characteristics induce such two basic religious tourism motives as ＂God asylum＂ and ＂soul conversion＂. By using Chinese religious tourism motivation as the segmentation base, the study conducts a research on the market segmentation in Chinese religious tourism market, and comes up with four market segments. The result provides the important basis for the management to develop religious tourism market and carry on accurate market positioning.
出处
《管理学报》
CSSCI
北大核心
2015年第8期1118-1123,共6页
Chinese Journal of Management
基金
广州市社会科学研究重点课题资助项目(08Z03)
关键词
宗教旅游
文化旅游
旅游动机
市场细分
religious tourism
cultural tourism
tourism motivation
market segmentation
