基于PRIM的皖西大别山区旅游市场细分研究

On Tourist Market Segmentation of the Dabie Moutain Area in West Anhui Based on the PRIM

旅游客源市场细分和目标市场定位是当今旅游研究的热点问题和重要内容。以皖西大别山为例,寻找高重游意愿群体,选择最合适的群体作为目标市场并通过交叉分类研究分析其基本特征,结果显示:国内旅游客源市场以年轻型为主,成年型次之,国内旅游发展空间巨大;关注特定人口特征下的目标游客群体可以将重游率提高20.09%;目标游客群体的态度、行为特征与整体市场基本保持一致,但在人口学特征上有较大差别;目标市场中硕士及以上学历游客和具有本科学历且已婚有成年子女的游客均是被忽略的重要细分群体。

Tourist market segmentation and target market positioning are two hot issues and important contents of present tourist research. Taking the tourist market of the Dabie Mountain area in West Anhui as an example, this study figures out the tourists with the greatest tour desire through the patient rule induction method （PRIM）, selects the most appropriate ones among them as target market, and analyzes its characteristics through the cross-classification method. Research results show; in domestic tourist market, young tourists are in the majority and the middle-aged take a second place, which indicates there is much room for domestic tourist development~ focusing on the target tourists with specific demographic characteristics, can increase revisiting rate among them by 20.09% although the attitude and behavior characteristics of target tourists are basically consistent with the overall market, there is a big difference in demography between the two; the tourists with master＇s degree or above and those with bachelor＇ s degree and adult offspring are two important market groups that have been neglected.