摘要
自20世纪80年代以来,现代邮轮旅游作为一种休闲度假方式,已经成为欧美国家中产阶级出游的重要选择之一。深入了解中国邮轮旅游者的特点并进行市场细分,有助于推动中国邮轮旅游市场开发。本研究根据顾客终身价值理论,测算了邮轮旅游者的未来价值,并通过探索性因子分析和验证性因子分析研究了邮轮旅游者的消费偏好,建立了邮轮旅游者未来价值评估模型。基于中国大陆、香港和台湾邮轮旅游者的相关数据,通过AMOS21.0对邮轮旅游者未来价值模型进行了检验,发现了对邮轮旅游者未来价值有显著影响的因素;通过R13.0软件进一步对显著影响邮轮旅游者未来价值的因素进行了潜类分析,识别出了未来价值较高的邮轮旅游市场,进而为有效地市场开发提供依据。
Abstract： Since the 1980s, modem cruise, as a leisure vacation, has become one of the most popular options for middle-class in Europe and North America. According to the theory of customer lifespan value, our research estimated the future value of cruise tourists, and upgraded the previous research scale of foreign cruise tourists＇ preference by exploratory factors analysis and confirmatory factors analysis, in order to build the model of cruise tourists＇ future value. Based on the dataset of cruise tourists from China mainland, Hong Kong, and Taiwan, the measurement model of cruise tourists＇ future value was tested through structural equa- tion modelling in program of AMOS21.0. Ultimately, our study found some significant impact factors of cruise tourists＇ future value and applied the empirical result into cruise market segmentation, using of R13.0 to do latent cluster analysis of the significant determinants of cruise tourists＇ future value, in order to recog- nize the most valuable segment and efficient marketing strategy.Specific results show that the cruise tourism income level, revisit frequency, the route length, consume preference for infrastructure and recreational facilities have a significant positive impact on the future value of cruise tourists. Key words： cruise tourists; future value; market segmentation; growth matrix; latent cluster analysis
作者
陈梅
刘晶晶
崔枫
厉新建
潘澜
CHEN Mei LIU Jing-jing CUI Feng LI Xin-jian PAN Lan(Department of Spatial Economics, VU Amsterdam, Amsterdam 1081HV, The Netherlands School of Management, Xiamen University, Xiamen 361005, China School of Management, Beijing International Studies University, Belting 100024, China Department of Hospitality Management, Tourism College of Zhejiang, Hangzhou 311231 China)
出处
《人文地理》
CSSCI
北大核心
2017年第2期152-160,共9页
Human Geography
基金
国家社会科学基金项目(11CJY084)
北京市属高等学校高层次人才引进与培养计划项目(CIT&TCD201304012)
国家留学基金委员会项目(201406310043)
关键词
邮轮旅游者
未来价值
市场细分
成长矩阵
潜类分析
cruise tourists
future value
market segmentation
growth matrix
latent cluster analysis
