基于动机分析的大学生旅游市场细分研究——以肇庆学院为例

Study of College Students Tourism Market Segmentation Based on the Analysis of Motivation: taking Zhaoqing University as an example

本文从旅游动机角度出发,采用描述统计、因子分析和t检验等方法,探究大学生旅游细分市场。结果显示,大学生的旅游动机可分为"体验消遣""从众虚荣心"和"学习人际交往"三类,相对而言,"体验消遣"是较为重要的旅游动机。在此基础上,以t检验方法探讨性别、生源地属性和是否独生子女等人口统计学特征对大学生旅游动机的影响。依据研究结果可形成细分市场,为旅游企业提供差异化营销策略建议。

This paper, starting from the angle of tourism motivation factors, using the methods of descriptive statistics, factor analysis and t-test, explored students＇ tourism market segments. The results showed that the tourism motivation of college students can be divided into three kinds,＂experience recreation＂＂herd vanity＂and＂learning interpersonal＂. Relatively speaking,＂experience pleasure＂is a more important tourism motivation. On this basis, with the method of t-test, the author explored gender, students attribute and the impact of the one-child and other demographic characteristics on the tourism motivation of college students. Based on the research results and feasible market segments, this paper provides differentiated marketing strategy suggestions.