基于游客微观画像的精准营销应用研究——以广西龙脊梯田景区为例

The Application of Accurate Marketing Based on Tourist Portrait: a Case Study of Dragon Ridge Terrace Scenic Spot in Guangxi

基于用户画像,以广西龙脊梯田景区游客为研究对象,对实地调研和随机访谈的数据源进行获取及特征标签标识,通过关联模型构建游客微观画像,精准定位旅游消费群体并充分挖掘其潜在消费需求,为龙脊梯田景区实施目标市场精准定位、旅游产品精准设计、信息精准传播提供科学的决策依据。

Based on the user persona, taking tourists of the Guangxi Dragon Ridge Terrace scenic spot as the research object, the study obtained the data source by means of field survey and random interview and identified the characteristic label. Micro persona of the tourists are described through the association model for accurately locating the tourist consumption groups and fully excavating the potential consumption demand. In so doing, it provides a scientific basis for the decision-making of the scenic spot in terms of accurate positioning of the market, accurate design of tourism products, and accurate dissemination of information.