传统文化旅游演出细分市场特征与市场策略

我国旅游演出市场正在快速发展,但是传统文化旅游演出的市场占有率与票房收入亟待提升。了解不同类型游客的动机、心理特征与需求,对旅游演出市场发展至关重要。本文将传统文化旅游演出的游客分为兴趣爱好型、体验文化型、陪伴亲友型、亲子教育型和放松休闲型,通过交叉列联分析识别其中优质游客群体,同时对5类游客进行人口统计学特征识别,为传统文化演出的精准营销奠定理论基础。最后提出市场提升的具体策略,包括针对不同游客进行产品设计;创新文化产品增强演出的吸引力;拓展演出场所经营业态,发展文化经济;增强文化氛围,打造特色服务;增加面向游客的针对性宣传等。这些建议对提升传统文化旅游演出市场的服务品质有现实指导意义。

China's tourism performance market is rapidly growing now,but the market share and box office of traditional cultural tourism performance need to be improved urgently.It is crucial for the development of traditional cultural tourism performance market to understand the motivation,psychological characteristics and demands of different tourists.This article divides tourists for traditional cultural tourism performances into interest and hobby type,experiential culture type,accompanying relatives and friends,parent-child education type and relaxed leisure type,identifies the high-quality tourist groups through cross-linked analysis,and recognizes the demographic characteristics of the five tourist types,which lays a solid theoretical foundation for traditional cultural performances'precision marketing.Finally,the specific strategies for market promotion are proposed,including designing products for different tourists;innovating cultural products to enhance the attraction of performances;expanding the business format of performance venues and developing cultural economy;enhancing cultural atmosphere and creating special services;and increasing targeted publicity for tourists.These suggestions are of practical significance to improve the service quality of traditional cultural tourism performance market.