[目的]在休闲旅游产业迅速发展的今天,研究消费者偏好,掌握消费者多变的需求对旅游产业的发展有着至关重要的作用,能够更好地顺应旅游市场的发展。[方法]通过SPSS等统计学软件分析关于烟台葡萄酒文化旅游的相关影响因素,总结消费者偏好,明确目标市场完善市场细分。通过STP战略对葡萄酒旅游相关的政府职能部门、产品、定价以及促销提出针对性的意见建议。[结果]通过数据分析结果显示消费者年龄与游玩时间、周边酒吧、喜爱旅游顺便感受葡萄酒文化,职业与门票价格,月可支配收入与门票价格、景点内消费额度、周边特色酒店、特色葡萄商店、喜欢饮用葡萄酒,年龄与游玩时间、周边酒吧、喜欢旅游顺便感受葡萄酒文化呈显性相关关系。[结论]针对人口特征与旅游消费者偏好之间的相关关系,对烟台政府及相关职能部门、葡萄酒文化旅游产品、产品定价、产品宣传提出改进策略,促进烟台葡萄酒文化旅游的快速发展。
Abstract
The paper aims to promote the healthy and rapid development of wine tourism industry in Yantai, effectively solve the problems of unclear market segmentation of wine tourism attractions and the unbalance between effective supply and actual demand, and meet the needs of consumers from the perspective of supplyside reform to guide the development and upgrading of the wine tourism industry. This article analyzes the relevant influencing factors of wine tourism in Yantai through SPSS and other statistical software, summarizes consumer preferences, and defines the target market to improve market segmentation. Through the STP strategy (segmenting, targeting, positioning), it proposes targeted suggestions on wine tourism industry development. Results of data analysis show that there are obvious correlations betweenonsumers’age and touring time, neighboring bars, love for travel experience and wine culture; occupation and ticket prices; monthly disposable income and ticket prices, spending at scenic spots, surrounding specialty hotels, specialty grape shops, love for wine drinking. According to the correlation between demographic characteristics and tourism consumer preferences, the study proposed strategies on tourism products, product pricing, and product promotion.
关键词
烟台;消费者偏好;葡萄酒文化旅游;卡方检验;STP战略
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Key words
Yantai; Consumer preferences;wine Culture Tourism; chi-square tes; STP strategy
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