經(jīng)典：旅游經(jīng)濟(jì)學(xué)2課件

Chapter2TouristTypes1旅游市場(chǎng)的概念廣義的旅游市場(chǎng)是指在旅游產(chǎn)品交換過程中反映的各種經(jīng)濟(jì)行為和經(jīng)濟(jì)關(guān)系的總和。狹義的旅游市場(chǎng)是指在一定時(shí)間、一定地點(diǎn)對(duì)某種旅游產(chǎn)品具有支付能力的購(gòu)買者。旅游市場(chǎng)的構(gòu)成要素旅游市場(chǎng)旅游者購(gòu)買力購(gòu)買欲望旅游權(quán)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康體和運(yùn)動(dòng)Salestripsetc銷售旅游等Businesspurposes商務(wù)型游客Conventions會(huì)展Companybusiness公司商務(wù)Religion,VFR&study朝圣、探親訪友和修學(xué)Incentivetrips獎(jiǎng)勵(lì)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(探險(xiǎn)型游客),elite（高端游客）,hostedor‘secondhomers’(探親訪友游客或者在旅游地?fù)碛卸燃僮≌挠慰?，individualorincipientmass(散客或初始大眾游客),andmassorcharter(大眾游客或者包租游客)(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“l(fā)ocalTable2.3resourcesrequirementsoftouristsbytypeInaddition,economistsanalysingtravelandtourismarelikelytobeinterestedinvariationsbetweentypesoftouristin:lengthofstay;

overallandseasonaldemandstabilityrepeatvisitationandmarketingcosts6.theselectionoftargetmarket旅游目標(biāo)市場(chǎng)的選擇無差異性市場(chǎng)策略差異性市場(chǎng)策略密集性市場(chǎng)策略lengthofstayisofparticularinteresttotourismdestinationmarketersandtoaccommodationsuppliers.Notonlyistheoveralllengthofatouristtripimportantingeneratingexpenditure,butalsotheallocationofstaystoindividualdestinations.Forexample,VFRvisitorstendbothtohavealongtripandtostayatasingledestination.Trekkinggroupsorculture–seeking‘wanderlust’touristsmaymakealongtrip,butaslinearratherthannodaltourists,theywillstayoveronlyashorttimeateachdestination.Aconventiondelegatemaymakeonlyathree-orfour-daytrip,andmaystaynotonlyintheonedestinationbutmakemostexpenditurewithintheonehotel

inadditiontohavingdifferingtypesandlevelsofdemand,differenttypesoftouristvaryinrespecttothestabilityofthatdemand.VariouspiecesofresearchhaveindicatedthatVFRtrafficandluxuryrecreationaltourismareperhapstheleastsensitivetodemandvariation.Mostrecreationalorholidaytourismisconstrainedbyschoolvacationsorplaceofworkholidayentitlements,togetherwithclimaticconditionsproducingstrongseasonalvariations.Economiccyclesingeneratingareasnotonlyaffectthelongtermstabilityofrecrea