地理科学 ›› 2010, Vol. 30 ›› Issue (2): 313-319.doi: 10.13249/j.cnki.sgs.2010.02.313

• 论文 • 上一篇    下一篇

旅游购物者分类研究——以黄山市国内旅游者为例

王蕊1,2, 苏勤2   

  1. 1. 金华职业技术学院旅游与酒店管理学院, 浙江 金华 321017;
    2. 安徽师范大学国土资源与旅游学院, 安徽 芜湖 241003
  • 收稿日期:2009-09-11 修回日期:2010-03-19 出版日期:2010-03-20 发布日期:2010-03-20
  • 通讯作者: 苏勤,教授。E-mail:ahsuqin@263.net E-mail:ahsuqin@263.net
  • 作者简介:王蕊(1984- ),女,安徽宿州人,助教,硕士,主要从事旅游管理与旅游规划研究。E-mail:wangruiwp@yahoo.com.cn
  • 基金资助:
    安徽省人文社科基地研究项目(2005sk069)资助。

Research on Segmentation of Shopping Tourists—A Case Study of Domestic Tourists of Huangshan

WANG Rui1,2, SU Qin2   

  1. 1. Tourism and Hotel Management Department, Jinhua College of Vacation and Technology, Jinhua, Zhejiang 321017;
    2. College of National Territorial Resources and Tourism, Anhui Normal University, Wuhu, Anhui 241003
  • Received:2009-09-11 Revised:2010-03-19 Online:2010-03-20 Published:2010-03-20

摘要: 以黄山市国内旅游购物者为例,根据旅游购物者的商品属性偏好和购物介入的不同,采用因子分析和分层聚类法等数学方法,将旅游购物者划分为追求实际的购物爱好者,追求消闲的购物热衷者,追求文化享受的购物冷漠者3类,并对比分析了不同类型旅游购物者的具体购物行为特征。

Abstract: Tourism shoppers’preferences, involvement and segmentation were investigated based on the results of a questionnaire survey in Huangshan. Some mathematic methods, including principal component analysis and cluster analysis, were used in the research. The tourism shoppers were segmented into three distinctive types of "shopping enthusiast pursuing practical items", "shopping lover pursuing relaxation" and "indifferent shopper enjoying culture feature" according to their preferences for commodity characters and involvement levels. Furthermore, different features of shopping behavior were compared among these groups. And a Chi-square analysis was conducted to make sure that whether there are significant discrepancies among the three types in their demographic characters.

中图分类号: 

  • F59