体育旅游市场细分研究进展

Research Review on Sport Tourism Market Segmentation

研究对国内外体育旅游市场细分文献基本信息、细分方法、细分标准、集群选择等进行梳理与归纳。结果表明,体育旅游市场细分研究近年来逐渐增多,期刊来源与研究者主要源自旅游领域,体育旅游涉及最多的运动项目分别是冬季滑雪、高尔夫以及户外探险。体育旅游研究归属旅游还是体育旅游的争议仍然存在。体育旅游细分标准多种多样,但缺乏标准化,无法将已验证过的量表转换到其他研究背景中。文献中存在细分变量过多或样本量不足的问题。体育旅游市场细分方法主要是聚类分析法,其中以Ward层次分析和K-means聚类为主,部分文献采取因子分析进行数据预处理,易导致数据原始信息的丢失。细分集群数量选择以两步聚类方法为主,常用的信效度检验方法主要包括方差分析、判别分析、交叉表等。

The study sorts out and summarizes the basic information,segmentation method,segmenting criterion and the selection of clusters of 26 foreign sport tourism market segmentation literature.The results show that the research on the segmentation of sport tourism market has gradually increased in recent years.The journals and researchers are mainly from the tourism field.The most sport involved in sport tourism are winter skiing,golf and outdoor adventure.The controversy over whether sport tourism research belongs to tourism or sport tourism still exists.Sport tourism segmentation criterion are diverse,but lack standardization and cannot convert validated scales into other research contexts.Too many segmentation variables or insufficient sample size exist in the literature.The segmentation method of sport tourism market is mainly cluster analysis,which is based on Ward hierarchical analysis and K-means cluster.Some literatures adopt factor analysis for data preprocessing.It is easy to cause the loss of original data.The number of clusters is mainly based on two-step clustering method.The commonly used reliability and validity test methods mainly include ANOVA,Discriminant Analysis,and Cross-tabulations.