基于生活型态的大学生旅游市场细分研究与实证--以长沙市三所高校为例

摘要

通过深度访谈和问卷调查的方法，收集基于生活型态的大学生旅游消费行为数据，运用 SPSS软件进行数据处理，对生活型态视角下大学生旅游市场细分开展实证研究。研究表明，运用生活型态的自我肯定、精打细算、时尚享乐、重视社交、独立自主、充实新知和阳光活力七个构面对大学生群体进行市场细分是可行的，利用聚类分析和交叉分析等方法，将大学生旅游市场细分为时尚社交群体、理性精明群体和开朗独立群体三个子市场是可信的，并根据细分市场的消费者特征制定了一般性营销策略和差异化营销策略，为旅游企业开发大学生旅游市场提供理论指导。%Through depth interviews,questionnaire survey,and collection of college students’tour-ist consumption behavior based on life style,and by the application of SPSS data processing software, this paper gives an empirical study on the subdivision of college students’tourist market from the per-spective of life style.The result shows that it is feasible to subdivide college students’tourist market ac-cording to the seven life styles of self affirmation,careful life expenditure,fashionable enj oyment,so-cial communication,self reliance,new knowledge absorbing and vitality.It is credible to divide college student’tourist market into three submarkets of fashion social groups,rational smart groups and inde-pendent groups by using cluster analysis,and then provides a theoretical guidance for the tourist enter-prises to develop college students’tourist market according to general marketing strategy and different marketing strategy.