旅游经济学2ppt课件

Chapter2TouristTypes 旅游市场的概念 广义的旅游市场是指在旅游产品交换过程中反映的各种经济行为和经济关系的总和 狭义的旅游市场是指在一定时间 一定地点对某种旅游产品具有支付能力的购买者 旅游市场的构成要素 旅游市场 旅游者 购买力 购买欲望 旅游权利 1 TheimportanceofsegmentationInmostcasessuppliersarefacedwithavarietyofcustomers eachwithdifferentneeds whocouldbesatisfiedindifferentwaysbythepurchaseofaspecificproduct Byidentifyingdifferenttypesofcustomer marketershopetoclassifythemintomarketsegments aprocesscalledsegmentation Thisenablesmarketerstoestablishcommonreasonsforpurchasingaproductwithineachmarketsegment commonconsumerbehaviourandcommonresponsestomarketingactivity Itthenbecomespossibletotargetmarketsegmentswithparticularproductsandtomarketinindividualways Thisispreciselywhatmostsuccessfulsuppliersoftourismproductsdo Inaddition wehaveaveryspecificeconomicinterestinsegmentationwithintourism sincevarioustypesoftourist marketsegments operateunderdifferenteconomicconstraints andmakedifferenteconomiccontributionsastheresultoftheirtourismactivity Sometypesoftouristaremuchmorevaluabletodestinationsandsuppliersthanothers andsomoreeffortmaybeexpendedtoattractthem Tourismorganisations particularlygovernments mayalsodevelopeconomicorotherpoliceswhichdonotaffectalltouristsequally Sotherearetwomainreasonstostudysegmentationoftouristtypes asarationalefordifferentiatedmarketing toexaminevaryingeconomicconstraintsandcontributions andformulatepolicybasedonbehaviouralorpsychologicaleconomics 2 segmentation 2 1segmentationbypurposeoftravel Manystatisticalseriesdonotdistinguishanyfurtherthanthefirstdivision betweenrecreationalandbusinesstourism althoughsomesingleoutVFRtravelseparately Inrelationtotheeconomicsofdemand recreationaltravelandvisitstofriendsandrelativescanmostlybeseenasfinaldemand thatis travelundertakenforitsownends itsownsatisfaction Businesstravelontheotherhandismostlyaderiveddemand ademandforserviceswhichmaybenecessaryinputsinthecourseofproducingothergoodsorservices Whilsttouriststhemselvesmakethepurchasingdecisionforrecreationaltravelandaresubjecttopersonaleconomicconstraints businesstraveldecisionsarelargelyinstitutionalised andconstrainedbycorporateeconomics includingtaxdeductibilityinmanyeconomies Travelforstudyandreligion andtosomeextenthealthandsport oftencarriesadegreeofobligation asdoesVFRtravel Touristsmakingatripforthesereasonswilltreattheirpurchaseassatisfyingbasicneeds whereasaholidayismoreoftenthoughtofasadiscretionaryiteminaconsumer sbudget Wemightthereforeexpectthatgeneralholidaydemandismoreincomeelastic Theterms sunlust and wanderlust werecoined Gray1970 todistinguishbetweenthosewhosemainpurposeistoescapeandrelax oftenonabeachinthesunshine andthosewhomaybedrawntodestinationsofferingnewsightseeingorculturalexperiences Inthelattercase thetourism products indemandaremorespecificthanintheformer andfactorsaffectingdemandratherdifferent Incentivetravelhasaratherspecialplace Whilstitispurchasedasbusinesstravel itisnormallygiven toabusiness semployeesoragentsforexample asarewardforsomeachievementorworktarget Assuchitmustbeaworthwhilereward andislikelytobeostentatiousasaproduct Incentivetouristsarewelcomedbydestinationsandtravelandtourismorganisations astheirpercapitaexpenditureisusuallyveryhigh 2 2psychographicsegmentationPracticalsegmentation especiallyforuseinmarketing hasmovedawayfromdemographicgroupingsoverthelastfewyearstoaconsiderationoflifestyles sometimescalledactivities interestsandopinionsorAIO andmotives Theresultingsegmentsareknownaspsychographic aspeopledifferinmeasurementofwhatarebasicallypsychologicalvariables Researchershaveidentifiedalimitednumberoftraitswhichseemtobeespeciallyimportantintourists 1 Venturesomeness thedegreeof risk touristswant 2 Hedonism thedegreeofcomfortrequiredonatrip 3 Changeability theextenttowhichtouristsareimpulsiveorseekingsomethingnew 4 Dogmatism theextenttowhichatouristcannotbepersuadedtochangeideas 5 Intellectualism thedegreeof culture touristswant Traitsarethenseentoinfluencetouristactivityorthepurchasingcharacteristicsoftourists whichenablestourismorganisationstotargetprofiledgroupswithspecifictourismproductsatvaryingprices Plogdevelopedawell respectedmodelwhichcanbeusedtodividetourismmarketsbasicallybytheirdegreeofventuresomeness Thiscognitive normativemodelidentifiedtouristsasbeingonacontinuumfrom Allocentric makeowntravelarrangements visitremotedestinations boardwithlocalresidents learnlocalcultureorstudyfloraandfauna rarelyrepeatvisit Mid centric usetraveldistributionbutmakeown package travelreasonablyafarbuttorecognisedtourismdestinations balancenoveltywithhomecomforts Psychocentric useorganisedinclusivetours traveloftenenmasse seekdestinationsculturallysimilartohome boardinmassaccommodationorself catering oftenrepeatvisit 2 3InteractionalsegmentationWithrespecttotheeffect oftourismactivities onatourismdestination thissegmentationcanbecalledinteractionalsegmentation Thismethoddividestouristsintofivetypes explorer 探险型游客 elite 高端游客 hostedor secondhomers 探亲访友游客或者在旅游地拥有度假住宅的游客 individualorincipientmass 散客或初始大众游客 andmassorcharter 大众游客或者包租游客 table2 2 Table2 2typesoftouristbyinteractionwithdestinations 3 changesintouristtypesovertime4 typesoftouriststoday asummaryInNorthAmericaandEurope 85 90 oftouristnightsarespentbydomestictourist elsewhereitisless rangingdownto7 inPacificislands 5 theneedsandimpactsofdifferenttypesoftouristsInrelationtoFigure2 2 thehighestlevelofexpenditurewouldbeinthelowerrightareaofthefigure andthelowestlevelintheupperleft Thetypesofproductspurchased andthedistributionchannelsusedfortheirpurchase willalsovarybetweengroups withthelowercentralofthediagramlikelytoindicatethosegroupsmakingmostuseofformalmass marketdistributionchannelsandinclusivetours Table2 3resourcesrequirementsoftouristsbytype Inaddition economistsanalysingtravelandtourismarelikelytobeinterestedinvariationsbetweentypesoftouristin lengthofstay overallandseasonaldemandstabilityrepeatvisitationandmarketingcosts 6 theselectionoftargetmarket 旅游目标市场的选择 无差异性市场策略 差异性市场策略 密集性市场策略 lengthofstayisofparticularinteresttotourismdestinationmarketersandtoaccommodationsuppliers Notonlyistheoveralllengthofatouristtripimportantingeneratingexpenditure butalsotheallocationofstaystoindividualdestinations Forexample VFRvisitorstendbothtohavealongtripandtostayatasingledestination Trekkinggroupsorculture seeking wanderlust touristsmaymakealongtrip butaslinearratherthannodaltourists theywillstayoveronlyashorttimeateachdestination Aconventiondelegatemaymakeonlyathree orfour daytrip andmaystaynotonlyintheonedestinationbutmakemostexpenditurewithintheonehotel inadditiontohavingdifferingtypesandlevelsofdemand differenttypesoftouristvaryinrespecttothestabilityofthatdemand VariouspiecesofresearchhaveindicatedthatVFRtrafficandluxuryrecreationaltourismareperhapstheleastsensitivetodemandvariation Mostrecreationalorholidaytourismisconstrainedbyschoolvacationsorplaceofworkholidayentitlements togetherwithclimaticconditionsproducingstrongseasonalvariations Economiccyclesingeneratingareasnotonlyaffectthelongtermstabilityofrecreationdemand butalsomayinfluencepatternsofbusinessdemandfortourism throughboththeabilityofbusinessestomeettravelcostsandbusinesses desiretomaintainorrestricttravelelementsoftheirpromotionalortrainingbudgets thestabi