Title: Segmentation Study of Xi′an Rural Tourism Market Based on Tourists′ Activity Preferences
Abstract: According to the segment markets,exploring specialty tourism products was an efficient method to overcome the phenomenon of primary and homogenization of tourism products in domestic rural tourism.Based on tourists′ activity preferences,the rutal tourism market in Xi′an was classified into five categories according to the first-hand data gained from marketing survey by means of cluster analysis.The five categories segment markets were pastorale tourists,relaxative-sporting tourists,health-care tourists,recreation tourists and sporting tourists.In the line with the other cities′ rural tourism in China,Xi′an rural tourists mainly came from urban and suburban districts and without exceptive occupation characteristics.The study also showed that the self-driving tourists and college students were two important parts in Xi′an rural tourism market.According to the results of market segmentation,two suggestions were proposed.One was creating featured tourism products according to the segment markets,the another was improving transportation infrastructure based on travel routes of tourists.
Publication Year: 2011
Publication Date: 2011-01-01
Language: en
Type: article
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