经典：旅游经济学2课件

Chapter2TouristTypes1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.segmentation2.1segmentationbypurposeoftravelTouristsandexcursionists旅游者和一日游客Recreationalpurposes消遣型游客Holiday度假Healthandsport康体和运动Salestripsetc销售旅游等Businesspurposes商务型游客Conventions会展Companybusiness公司商务Religion,VFR&study朝圣、探亲访友和修学Incentivetrips奖励旅游Sunlust,wanderlust向往大自然，漫游癖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)

typeEffectondestinationwithandtravelindustryexplorerSmallinnumbers,virtuallynoconsumptionof‘tourismproducts’,negligibleeconomicimpacteliteRelativelysmallinnumber,price-inelasticdemandforveryhighqualitytravelandtourismproducts,maycauseinvestmenttofollowintodestinationsHostedor‘secondhomers’Constanttraveldemand,butboardedbyhostsorinownaccommodation,hencelowconsumptionofdestinationtourismproducts,butcauseincreaseingenerallocalexpenditureIndividualorincipientmassNumerous,widerangingtravel;demandmayberatherprice-elastic,significantdemandfortourismproductsproduced/ownedbythedestinationMassorcharterVerynumerousbetweenspecificgeneratorsanddestinations;sectorsofthetravelindustrywhollydependentonthem(e.g.charterairlines);majorimpactandcostsatdestination,maycausesignificantinvestmentindestinationbygenerator-ownedbusinessesTable2.2typesoftouristbyinteractionwithdestinations3.changesintouristtypesovertime

4.typesoftouriststoday:asummaryInNorthAmericaandEurope,85-90%oftouristnightsarespentbydomestictourist;elsewhereitisless,rangingdownto7%inPacificislands.

5.theneedsandimpactsofdifferenttypesoftouristsInrelationtoFigure2.2,thehighestlevelofexpenditurewouldbeinthelowerrightareaofthefigure,andthelowestlevelintheupperleft.Thetypesofproductspurchased,andthedistributionchannelsusedfortheirpurchase,willalsovarybetweengroups,withthelowercentralofthediagramlikelytoindicatethosegroupsmakingmostuseofformalmass-marketdistributionchannelsandinclusivetours.typologyResourcebasisclimateNaturalresourcesAmenitiesfacilitiesCultural&customscultureaccessexploreranyBush,desert,mountains,junglenonenoneanyVeryremoteWildernesslover/AnthropologistOftenextreme“None/basicOnlyifappropriatetocultureSpecificallydifferentremoteexperientialanyanyGoodindividualMuseums,festivals,theatre,architectureObserveandinteractAnyIndividualinclusivetouristsAppropriateseasonUsually‘picturesque’“Sight-seeinganyNottoodifficultbutoffbeatentrackGrouptourist/conventioneers“Anyappropriategroupaccomm.,attractionsConferencecentreAsa‘sideshow’MosthomecomfortsGood&reliableMass/charterSun/warmthSea&sandHighlyorganizednoneAshomeMasstransitPsychocentricAshomeNonelocalentertainmentClubslocal“localTable2.3resourcesrequirementsoftouristsbytypeInaddition,economistsanalysingtravelandtourismarelikelytobeinterestedinvariationsbetweentypesoftouristin:lengthofstay;

overallandseasonaldemandstabilityrepeatvisitationandmarketingcosts6.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.Economiccyclesingeneratingareasnotonlyaffectthelongtermstabilityofrecrea