Research On The Characteristics Of Tourism Market Segments Based On Experience Richnes

Tourism market segmentation is the premise and foundation of tourism marketing,and it has always been the focus and hotspot of tourism marketing research.At present,the development of our country’s tourism market continues to prosper,tourism market demand has become increasingly diverse;At the same time,the construction of our country’s tourist attractions has moved from quantity expansion to quality improvement stage,tourism market competition among tourist attractions is becoming increasingly fierce.It means that strengthening the research of the tourism market segmentation and the market segments’ characteristics is particularly significant for the development of our country’s tourism industry.Taking Beijing,Shanghai,Chengdu,and Xi’an urban residents as example,using large sample questionnaire survey data,this thesis puts forward a new tourism experience measurement index:tourism experience richness.Based on tourism experience richness,this thesis has segmented the urban tourism market,and using chi-square test,GIS spatial analysis and other methods to compare the tourism destination choice behavior characteristics and tourism preferences characteristics of different tourism experience richness segments,and put forward targeted tourism marketing advice.The main research conclusions are as follows:(1)Tourism experience richness can be used as a segmentation variable for tourism market segmentation.Tourism experience richness(TER)is an indicator to measure the tourism experience of tourists,which can be measured by the ratio of the destinations number of tourists have visited to the total destinations number in a sample survey.Based on the tourism experience richness,the tourism markets can be segment into three subgroups:the veterans(TER>50%),the medium-experiencers(TER>25%),and the novices(TER≈10%).The veterans accounts for about 5%in the entire market,the medium-experience accounts for about 25%in the entire market,the novices accounts for about 70%in the entire market.(2)The richer the tourism experience,the higher the visiting frequency,the bigger visiting frequency space.Core tourism space of the veterans is concentrated within 1800km,the medium-experiencers is concentrated within 1400km,the novices is concentrated within 800km.The high visiting frequency space of the Beijing,Shanghai,Chengdu,and Xi’ an veterans is 19,48,17,14 times than medium-experiencers and is 363,462,132,432 times than novices respectively;the high visiting frequency space of the Beijing,Shanghai,Chengdu,and Xi’an medium-experiencers is 20,10,8,32times than novices respectively.(3)The visiting frequency of different market segments all show the law of Eexponential decay with the increase of distance,but the rate of decay is different.Visiting frequency distance decay rate of the veterans is slowest,the novices is fastest,and the medium-experiencers is somewhere in between.(4)Different market segments have the different tourism preferences.The veterans have the greatest preference scale,the preference scale increase with the increase of distance.The novices have the least preference scale,the preference scale decreases with the increase of distance.the preference scale of the medium-experiencers is somewhere in between,which is fluctuates with the increase of distance.(5)Different market segments have the different types of scenic spots preferences and different transportation modes preferences.Comparing the natural and humanistic scenic spots,the veterans and the medium-experiencers both prefer natural scenic spots,but the novices prefer cultural scenic spots.Comparing the four regions classified by the National Bureau of Statistics,the veterans prefer the attractions located in the central,western and northeastern regions,the medium-experiencers prefer the attractions located in the eastern and western regions,and the novices prefer the attractions located in the eastern and close regions.Comparing the different transportation modes,the novices have a greater preference for trains,and the veterans and the medium-experiencers have a greater preference for planes.There is no significant difference in the preference for self-driving among the three types of market segments.The innovation of this thesis is:(1)Proposing the concept of tourism experience richness,and taking it as a new segmentation variable.(2)Revealing the differences of destination choice behavior characteristics and tourism preference characteristics of the three market segments.