波罗的海周边岛屿的目标市场定位

波罗的海周边岛屿的目标市场定位——基于一种灵活的市场细分方法分析博恩霍尔姆就是这样的一个岛屿，位于波罗的海，居住着45000人，以传统旅游为主。每年有50万游客被这岛屿的海滩、农场和自然风景所吸引。95%的观光客通过丹麦、德国和瑞典这三个国家的航班抵达这个小岛。通常，旅游营销专家认为一个以旅游为目的的小岛会因旅游发展的成熟而导致环境的恶化。减少对住宿和景点的投资，在几年内保持最佳的旅客总人数、入住率和日均参观人数。目前，这个岛屿的景点大约可从当地政府获得280万美元（394，000达喀尔）用于旅游策划和市场推广。波罗海的外部区域相对于营销人员和研究人员是具有重要意义。首先，本研究强调的是一种方法论，用这个可以评估其它景点的相对优势和劣势，以服务于其它景点的市场细分。要针对不同的游客进行定期评估，描绘ROI线以研究发现客户的需求并提供优惠。其次，本研究以民族作为细分的相关变量。不久的将来会迎来世界会球化，国家的文化效应带来的问题将超过社会经济和生活方式的因素的问题。1.市场细分的相关理论Botha，Crompton和Kim(1999)主张以地区为主的营销理念，以游客心中的所想的为出发点，加强主要服务功能，而不是在以发展的营销计划的基础上，以景区提供的服务为出发点。虽然这样做会被认为是一种过度推销的方法，但是RiesandTrout(1982)发展改变我们思想会是一项极其困难的任务。这使得利用人们已经存在的思想更容易(p.193)。因此，这就变成对已存在思想的优缺点的识别，并以此进行营销，这样可以减少对游客的态度和行为改变，满足他们期望并获得认同。这就意味着市场定位的细分过程是以正确的细分游客为目的。市场细分运用在旅游方面已经得到公认，并被认为十分的管用(Kastenholtz,Davis,&Paul,1999;Kotler,Bowen,&Makens,1998;Cha,McCleary,&Uysal,1995)。以市场细分的标准划分的鲜明性和共识性，还包括心理、地理、人口和行为特征等因素。一旦确定，将会以确定每块的吸引力、选择目标细分市场和发展合适职位这三混合变量，以达到实现目标期望(Kotleretal.,1998)。这种细分市场的方法可以使景点经销商通过有效的分配现有的资源吸引和留住原有旅游者。Dann(1993)提出了一些界定旅游市场的产生和接收群体的市场细分方法。其中最主要的市场细分变量是民族、社会层次和旅游的角色，具有民族性是最具争议(Pizam&Sussmann,1995)。对相对有争论的中心民族为市场细分变量，确定它在全球化的趋势下，文化同质化和分化是否有长期性。Wishard(1999)假定在经济收敛过程中，与欧洲联盟（欧盟）的形成只有一小部分的关联。而不是假定在营销策略的创新的基础上，论证地理或政治的关联性变小，Wishard认为社会经济、生活方式和环境因素具有密切联系，应被当作一个整体来考虑。但是许多研究者对这个论点有争议，认识欧盟是一个同质化的欧洲社会。这似乎是在支持跨文化研究者，消费者的消费模式、价值观和生活方式有显著的差别(Wierenga,Pruyn,&Waarts,1996)。这个研究的变量是国籍、家庭收入、教育程度、年龄、旅游聚会成分和旅行目的，这将取代对预期游客、游客满意度和多次旅游率的市场细分变量。我们主张的是市场细分和定位的目标是确定在一个现有的细分市场中，发现最具潜力的客户，并培育和迎合他们。在丹麦的大多数地区，都用这样的一个灵活的探索方法只是统计游客曲线图，去证明收集到的数据的可用性。本研究的目的是识别来博恩霍尔姆岛的细分市场和更好地了解在参观岛时对旅客的满意度、提供价值和影响力。最终，我们希望这一研究将有助于旅游策划者和营销人才的培养，他们及时的满足目标市场的需要。2.调查方法本研究的研究获得的二手数据资料是从1995年～1997年到丹麦博恩霍尔姆的游客问卷调查。在这一年，研究人员随机调查了到小岛的1500位游客。游客的响应度相当高，平均为95%。一般有渡轮上载娱乐最低，如填写调查乘客普遍欢迎改道。这项调查是在四个不同的语言版本，一般需时约五分钟才能完成。在调查问题的设计，以确定游客的来源国，社会经济特点，行程目的，住宿使用，支出，评价旅游服务，以及重复探视措施的可能性。受访的4004组成的数据库提供了一种手段在其中定义的细分市场，并估计在确保他们的目的地重复探视的相对优势和弱点。需要重视这项研究的是游客普遍的评价——“博恩霍尔姆作为假期和娱乐目的地”，以及游客在“物有所值“的问题上关注，这些都曾发生在博恩霍尔姆岛上对游客的访问。沿着五点量表测量探讨不久的将来游客到博恩霍尔姆岛的可能性。此外，主要变量是每人每天的支出、旅行团中成年人和儿童的数量。本研究以假期旅游目的地为目标，每人每天花费在岛上的价值评估，以及作为因变量重复访问的可能性。结论总之，这三种型号显示了四个因变量的解释随着变异量的增加而增加。因此，模型1包括原产国（在这种情况下，与丹麦，德国和瑞典的对比）解释了其本身就是一个重要的变化量。包括原籍国和人口变量和社会经济变量这三个变量，在Model2中添加了一个变异解释量有助于解释。此外，在收益模式Model3中解释变异也取得了显着的，包括前面提到的“旅游的作用”这个变量。在这一点上，Nagelkerke的R平方测量的模型，充分地解释力了，4%的“博恩霍尔姆游客作为节日和休闲目的地评价”的问题的评价，29%的“每人每天花了多少钱”问题评价，34%的“物有所值“的问题的评价，32%的“回归博恩霍尔姆可能性”。因此，完整的Model3中作为因变量的方差解释充其量是66%。因此，新的研究应该包含变量以外研究，包括当前的研究。最后，应该注意到，Block3（旅游角色）也影响了在不久的将来再次游玩博恩霍尔姆岛的可能性。参照组团旅游的游客，独自旅行的表现出消极的态度。这些团体中的表现从37%～51%的赔率相对效果显着减少。与此相反，Purpose4（假日/探亲访友或家庭）和Purpose5（探亲访友或家庭独资）显示了在10%～15%之间的影响。因此，旅游的行为上表现突出的回报率受到博恩霍尔姆岛的独特和重要的影响。相对于单独旅行的游客，组团参加的游客不太可能再来游玩。当游客看到在博恩霍尔姆游玩的家人和朋友，他们极有可能于近期到游玩博恩霍尔姆岛。4.建议“价值”就是能给游客他们想要的东西，以此定义它是将其当成实现营销者目的的试金石。但只有当它作为是一个精心选择和设计的适合自己的目标市场时，并以此策划和服务来达到预期。在这个例子中，探讨了细分市场在严峻的两难局面，分析揭示了其中的“旅游营销细分市场”最满意，“物有所值”和“最重复的概率”是相同的。市场上最典型的一天是每人每段游客满意度最低，报道的是金钱的价值和可能性的重复的访问。这些研究结果表明，需要另外的研究来确定潜在因素的不满和价值贫乏的访客报道在更高的支出的细分市场。对于这个波罗的海地区的研究之外，可以说是本研究的最有启发性的发现是，最考虑因素之间的高低的消费者是本地居民，游客游客满意度和重复惠顾受歧视的相关性小。此外，在这组数据，国籍被证明是一个比家庭收入、教育程度、年龄、旅游和旅行的目的更大的影响。虽然我们同Dann（1993年）和其他研究者一致认为，在全球化和国内文化多样性的背景下，影响可以少建一个比国籍有用。这项研究的结果表明，它是不太成熟的下降完全建构。而实际的情况是，没有社会、经济和生活方式的作用可以适用于所有的研究。相反，研究人员应该利用自己的所有分析方法和确定的因素分析和探讨特殊情况。PositioninganislanddestinationintheperipheralareaoftheBaltics:aflexibleapproachtomarketsegmentationBornholmisonesuchdestination.BornholmisanislandintheBalticSeainhabitedby45,000peopleandoneofthemoretraditionaltourismdestinationsinDenmark.Anestimated500,000peoplevisittheislandeachyearmainlyforitsbeaches,natureandpicturesquefishingvillagesandfarmsthatdottheisland.Danes,GermansandSwedesmakeup95percentofalltheislandvisitors,andaccesstheislandbyferriesandcommercialairflights.Thegeneralconsensusoftourismmarketingspecialistsisthattheislandasatouristdestinationisinamaturestageofitsdevelopmentnotsomuchbecauseofenvironmentaldegradation(theoppositeistrue),butbecausevisitorarrivals,occupancyratesandaveragedailyrateshaveatbestbeenflatforseveralyearswhichinturnhascontributedtodeclininginvestmentsinlodgingandattractions.Currentlytheisland'sdestinationmarketingorganizationreceivesapproximately2.8millionDKr(US$394,000)annuallyfromthegovernmentandlocalindustryfortourismplanningandmarketingpurposes.TheimplicationsofthisresearchtotourismmarketersandresearchersoutsidethisregionoftheBalticaretwofold.First,theresearchhighlightsamethodologyotherdestinationscanusetoassesstheirrelativestrengthsandweaknessesinresearchingandservingpreferredmarketsegments.Notallgroupsoftouristsarealikeanditisimportanttoperiodicallyassesswhichsegmentsprovidethegreatestreturn-on-investmentsandwhosedestination'sprovidevalueandgaintheirrepeatpatronage.Secondly,thisresearchcontributestothedebateastotherelevanceofusingnationalityasasegmentationvariable.Inaworldthatisquickly‘‘Globalizing,’’theutilityofnationalculture—whencomparedtoothersocio-economicandlifestylevariables—forsegmentationpurposesisoftenbroughtintoquestion.1.TheconceptsofpositioningandmarketsegmentationBotha,Crompton,andKim(1999)introducedtourismmarketerstotheconceptofpositioningadestination.Theycontendthatinsteadofdevelopingamarketingplanbaseduponwhattourismmarketersbelievethedestinationhastooffer,thestartingpointistoidentifywhatexistsinthemindsofvisitorsandreinforcethesekeyfeaturesintheirminds.Thoughsuchanapproachcanbecriticizedasanoverlyreactiveapproachtomarketing,RiesandTrout(1982)noted,“Changingmindsinourover-communicatedsocietyisanextremelydifficulttask.Itismucheasiertoworkwithwhatisalreadythere”(p.193).Hencethetaskistoidentifytheareasofexistingstrengthsandweaknessesandactonthem,andavoidthedifficultandexpensivetaskofchangingvisitorprospectsattitudesandbehaviors.Thepositioningprocessalsoimpliesasegmentationprocesswhereadestinationtargetstherightkindofvisitor.Marketsegmentationhaslongbeenrecognizedasausefultechniqueinthetourismliterature(Kastenholtz,Davis,&Paul,1999;Kotler,Bowen,&Makens,1998;Cha,McCleary,&Uysal,1995).Marketsegmentationinvolvesdividingthemarketintodistinctandhomogenousgroupsintermsofgeographic,socio-demographic,psychographicand/orbehavioralcharacteristics.Oncedefined,therefollowsaprocessofascertainingeachsegment'sattractiveness,selectionofthetargetsegment(s)anddevelopingtheappropriatepositionsupportedbyappropriatemarketingmixvariablestoreachandinfluenceprospects(Kotleretal.,1998).Theapproachallowstourismmarketerstoefficientlyallocatescarceresourcestowardsattractingandretainingpreferredtouristsegments.Dann(1993)hassuggestedseveralapproachestodefiningmarketsegmentsinbothtouristgeneratingandreceivingcommunities.Chiefamongthemarenationality,socialclassandtouristrole,withnationalitybeingthemostcontroversialsegmentationvariabletoinclude(Pizam&Sussmann,1995).Thedebateastotherelevanceofnationalityformarketsegmentationpurposescentersontheissueastowhetherornotthereisalong-termglobaltrendtowardshomogenizationordifferentiationincultures.Wishard(1999)haspostulatedthattheprocessofeconomicconvergenceassociatedwiththeformationoftheEuropeanUnion(EU)hasmadenationalityalessthanusefulsegmentationconstruct.Insteadofcreatingamarketingstrategybaseduponincreasinglyirrelevantgeographicorpoliticalborders,Wishardarguesthatahostofothersocio-economic,lifestyleandsituationalfactorsgermanetotheregionasawholeshouldbeconsidered.However,manyresearchershavedisputedthisargumentaswishfulthinking,statingthattheEUisnotproducingonehomogenousEuropeansociety.Thisseemstobesupportedbycross-culturalstudies,whichhaveshownsignificantdifferencesinconsumerspendingpatterns,valuesandlifestylesamongEUcountries(Wierenga,Pruyn,&Waarts,1996).Thoughitwasnottheintentofthisstudytofocussolelyonthisissue,byincludingnationalityintheanalysis,thisstudyprovidesinsightsrelativetotheconvergence–divergencedebate.Nationality,householdincome,education,age,travelpartycompositionandtrippurposeswereselectedastheindependentvariablesforthissegmentationstudy.Thesealternativeapproachestomarketsegmentationweretestedfortheirabilitytopredictvisitorspendingpatterns,visitorsatisfactionandprobabilitytorepeatvisitationmeasures.Wecontendthatthepointofmarketsegmentationandpositioningistoidentifywithinanexistingmarketthemarketsegmentsthatbestmaximizevaluetothedestinationandfind,nurtureandcatertothem.Suchaflexibleexploratoryapproachcanonlybepursuedwiththeavailabilityoflargerepresentativedatasetsthatprofilevisitorstoanareaandtheuseofmultivariatestatisticaltechniques.DatabasesofthisnaturecurrentlyexistinmostregionsofDenmark.Thepurposeofthisstudywasto(1)identifytheimportantmarketsegmentscurrentlycomingtotheislandofBornholmand(2)betterunderstandthedestination'srelativeabilitytosatisfy,providevalueandinfluencevisitorstovisittheislandagain.Ultimately,itishopedthatthisinformationwillhelptourismplannersandmarketingprofessionalstodevelopoffersbetteradaptedtotheneedsoftheirtargetmarkets.Furthermore,itishopedthatthetechniqueitselfprovesusefulinothertourismdestinationsattemptingtobetterunderstandtheirpositioninthemarketplace.2.MethodThedataforthestudywassecondarydataobtainedfromthe1995through1997SurveyofVisitorstoBornholm,Denmark.Throughouttheyear,trainedresearcherssurveyedover1500visitorpartiestotheislandafterdepartureonrandomlyselectedferriesonrandomlyselecteddays.Theresponseratesweregenerallyquitehigh,averaging95percent,duemainlytotheinterpersonalskillsoftheresearchersandthefactthatferriesgenerallyhavetheminimumofon-boardentertainmentandpassengersaregenerallyopentodiversionssuchasfillingoutsurveys.Thesurveyisavailableinfourdifferentlanguagesandgenerallytakesabout5mintocomplete.Questionsinthesurveyaredesignedtoascertainvisitors’countryoforigin,socio-economiccharacteristics,trippurposes,lodginguse,expenditures,evaluationoftourismservices,andprobabilityofrepeatvisitationmeasures.Thedatabasecomposedof4004respondentsprovidedameansinwhichtodefinemarketsegmentsandestimatethedestinationsrelativestrengthsandweaknessesinsecuringtheirrepeatvisitation.Ofparticularimportancetothisstudywastheinformationgatheredonthevisitors’evaluationsof“Bornholmasadestinationforholidaysandrecreation”,andhowthevisitorsevaluatedtheissueof“valueformoney”regardingtheplaceatwhichtheyhadstayedduringthevisitstoBornholm.Responseswererecordedalongafive-pointscalewherefiveequalsexcellentandoneequalspoor.QuestionsalsoprobedthelikelihoodofrespondentsvisitingBornholminthenearfutureasmeasuredalongafive-pointscalefromcertaintocertainlynot.Inaddition,expendituresperpersonperdaycouldbederivedfromresponsestolengthofstay,totalexpendituresandnumberofadultsandchildreninthetravelparty.ThepresentstudyusedtheevaluationsofBornholmasadestinationforholidays,theamountofmoneyspentperpersonperday,theevaluationofvalueformoney,andtheprobabilityofrepeatvisitsasdependentvariables.Datawereanalyzedbymultiplelogisticregressiontoassesstheeffectsoftheindependenteffectsofeachvariableonthedependentoutcomevariables.Thestatisticaltechniqueprovidedameanstotesttheabilityofseveralcompetingvariablestodiscriminatebetweenoutcomevariablessimultaneouslyaswellastoexploretheirinteractionwithoneanother.Theresponsestothedependentvariablesweredichotomized.Forthevariables“Bornholmasadestinationforholidays”,andthe“Overallvalueformoney”,thecategoryof“Excellent”wasusedasthepositivegroup,andtheremainingcategoriesasthereluctant,negativeorleastsatisfiedgroup.Thevariable“Moneyspentperpersonperday”wasalsodichotomized,usingtheupperthirdasthehighspendinggroup,andtherestasthelowspendinggroup.Thevariable“ProbabilityofreturningtoBornholminnearfuture”,wasalsodichotomized,usingthecategory“Certain”asthepositivegroup,andtheremainingcategoriesastheuncertainandnegativegroups.TheapproachisconsistentwithNoe(1998)andHeskett,Sasser,andSchlesinger's(1997)contentionthatonafive-pointscale,itisthecustomerswhorecordthe‘highfivesofsatisfaction’thatmattersincetheyconstituteafirm'smostprofitablecustomersduetotheirrepeatvisitsandlikelihoodofrecommendingthefirmtoothers.3.ResultsInsum,allthreemodelsgavesignificantincreaseintheamountofexplainedvarianceinallofthefourdependentvariables.Thus,Model1includingsolelycountryoforigin(inthiscasethecontrastsbetweenDenmark,GermanyandSweden)explainsasignificantamountofvariancebyitself.Whenincludingboththecountryoforiginvariablesandthedemographicandsocio-economicvariables,Model2addedasignificantincreaseintheamountofexplainedvariance.Moreover,asignificantgaininexplainedvariancewasalsoachievedinModel3byincludingalsotouristrolevariablesamongpredictorsmentionedpreviously.Atthispoint,theexplanatorypowerofthemodelsasmeasuredbyNagelkerke'sRsq,wasstillmodesttomoderate,rangingfrom4percentintheissuesof“thevisitorsevaluationofBornholmasadestinationforholidaysandrecreation”,29percentforinformationon“amountofmoneyspentperpersonperday”,34percentfortheevaluationoftheissueof“valueformoney”,and32percentforthe“PossibilityofreturningtoBornholm”.Thus,thefullmodel(Model3)leavesatbest66percentofthevarianceinthedependentvariablesasunexplained.Thus,newstudiesshouldincludevariablesotherthanthoseincludedinthepresentstudy.AtlastitshouldbenoticedthatBlock3(touristrole)alsoinfluencedthepronouncedlikelihoodofreturningtoBornholminthenearfuture.Negativeattitudeswerefoundforalltypesoftravelingpartycompositionscomparedtothereferencegroupofvisitorstravelingalone.Thesegroupsshowedsignificantreductionsinrelativeeffectsontheoddsrangingfrom51to37percent.Contrarytothis,Purpose4(holidays/visitingfriendsorfamily)andPurpose5(visitingfriendsorfamilysolely)showedasignificantincreaseineffectsontheoddsby634and1139percent,respectively,whichwerethestrongesteffectsseeninthisstudy.Thus,touristrolesshoweduniqueandsignificanteffectsonthepronouncedprobabilityofreturnstoBornholminthenearfuture.Alltravelingpartycompositionswerelesslikelytoreturn,comparedtothereferencegroupofvisitorstravelingalone.VisitorsgoingtoseefamilyandfriendsatBornholm,maybeincludingsomeholidays,weredefinitelylikelytoreturninthenearfuture.Theseobservedrelationshipswereuniqueandsignificantwhencontrollingfornationalityanddemographic/socio-economicvariables.4.Discussion“Value”,theabilitytogivevisitorswhattheywantanddenominatingittoenrichacommunity'sstakeholdersisatouchstoneofmoderndestinationmarketingpractices.Butonlyifitwasaseasyascarefullyselectingone'stargetmarketsanddesigningstrategiesinwhichtoreachandservethem.InthecaseoftheislandofBornholm,theanalysisrevealedacriticaldilemmafortourismmarketerswherethemarketsegmentsthatreportthemostsatisfaction,