基于旅游动机的老年旅游市场细分研究

Research of Segmentation in Senior Tourism Market Based on Motivation

随着我国人口老龄化形势的日益严峻,老年旅游市场展现出巨大的发展潜力。为了便于老年旅游市场开发针对性的产品和营销管理,需要对其进行市场细分。依据多种变量,可对老年旅游市场进行细分。国内外的相关研究表明,旅游动机是可靠的市场细分变量。以重庆市老年旅游者为例,以旅游动机为变量对重庆老年旅游市场进行细分。因子分析结论得出了7个动机因子:社交归属、求新求异、自我提升、文化艺术、放松休闲、情感怀旧和健康疗养。以这7个动机因子为基础进行聚类分析,发现存在四类具有不同主导动机的老年旅游者:健康疗养型、文化休闲型、需求多样型和精神追求型,以期为致力于提高老年人生活质量的政策制定者提供理论参考,同时为旅游目的地针对具有不同需求的目标市场进行营销提供理论依据。

As the situation of aging speed of population was grim, the senior tourism market had great development potential in China. In order to develop the interrelated product and implement marketing management, the market needed to be segmented. It could be segmented by many variables. As one of the variables, motivation was proved to be very reliable in market segmentation. This paper provided a case study of senior tourists in Chongqing, segmented of Chongqing senior tourism market by motivation. In this study, varimax factor analysis was used to extract motivation factors, and k - means cluster was used to cluster senior tourists based on motivation factors. The results showed that seven motivation factors played the im- portant role, which were sociality, innovation, self- improvement, culture and art, relaxation, nostalgia, and health. K- means cluster was found four types of tourists who had different dominant motivation, which were health - seeking, culture and relaxation- seeking, want- it- all, and spirit- seek- ing. The results could not only provide the theoretical reference to the policy makers who were committed to improve the life quality of old people, but also provide the theoretical basis for the enterprise managers in the tourism destination to run the marketing campaigns.