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旅游目的地市场细分方法改进是意义巨大的基础性工作。旅游体验记忆具有多元性的特点,与旅游市场多元化演进趋势密切关联,基于旅游目的地体验记忆细分市场,十分贴近旅游市场的真切状态。提炼旅游体验记忆要素,构建旅游体验记忆模型,计算旅游体验记忆要素的权重,使用基于复杂网络的图谱分析得到旅游市场细分结果,这套方法可称为“记忆图谱市场细分法”。以凤凰古城为案例地应用研究,结果表明:旅游体验记忆作为市场细分的描述变量合适,旅游体验记忆模型的构建科学可行,图谱构建实现旅游目的地市场细分效果理想。记忆图谱市场细分法克服了传统方法的描述变量概念化、结果属性模糊化和结果类型模式化的问题。
The improvement of tourist destination market segmentation method is a significant and fundamental work. Travel experience memory has the characteristics of diversity and is closely related to the trend of diversification of the tourism market. Based on the experience-memory market of tourist destinations, it is very close to the true state of the tourism market. The elements of tourism experience memory are refined, the travel experience memory model is constructed, the weight of travel experience memory elements is calculated, and the tourism market segmentation result is obtained by using the complex network based graph analysis. This method may be called “Market Segmentation of Memory Map” . The case study of the ancient city of Fenghuang shows that tourist experience memory is suitable as a descriptive variable for market segmentation, that the construction of tourism experience memory model is scientific and feasible, and that the construction of map is ideal for subdivision of tourist destination market. Memories of Market Segmentation overcomes the problems of traditional methods of describing variable conceptualization, obfuscation of attribute attributes, and patternization of result types.