美食旅游者消费动机及其市场细分研究——基于参与美食活动游客的市场调查

Study on Consumer Motivation and Market Segmentation of Food Tourists——Based on Market Research of Tourists Participating in Food Events

旅游目的地的美食作为一项重要的旅游吸引力受到越来越多研究者的关注,但研究多聚焦于美食资源的旅游开发,忽略了对美食旅游者行为特征的关注。同时,研究中还存在对“美食旅游”概念的泛化,致使美食旅游者难以界定的问题。以参加潍坊国际美食节的旅游者为例,通过旅游动机量表调查发现,逃离日常生活压力、娱乐和获取新的体验、获取知识以及品牌吸引是参与美食活动的4大消费动机,进而通过聚类分析,确定游客中美食旅游者的群体特征,将美食旅游者分为新奇探索者、美食狂热者、体验型游客三种类型并分析了他们的消费特征。

As an important tourist attraction,the cuisine of tourist destinations has attracted more and more attention from researchers,but the research focuses on the tourism development of gourmet resources,ignoring the behavior characteristics of gourmet tourists.At the same time,there is still a generalization of the concept of“cuisine tourism”,which makes it difficult for food tourists to define.Taking the tourists who participated in the Weifang International Food Festival as an example,through the survey of travel motivation scale,it had found that escaping from daily life stress,entertainment and acquiring new experiences,acquiring knowledge and brand attraction are the four major consumer motivations for participating in food activities.Through cluster analysis,the author determined the characteristics of the food tourists,and divides the food tourists into three types:novel explorers,food enthusiasts and experiential tourists,and analyzes their consumption characteristics.