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林业科学 ›› 2015, Vol. 51 ›› Issue (9): 106-116.doi: 10.11707/j.1001-7488.20150914

• 论文与研究报告 • 上一篇    下一篇

福州国家森林公园的游客市场细分--基于游憩动机的因子-聚类分析

杨建明1, 余雅玲2, 游丽兰3   

  1. 1. 福建师范大学旅游学院 福州 350108;
    2. 黎明职业大学经济管理学院 泉州 362000;
    3. 福建师范大学应用科技学院 福州 350108
  • 收稿日期:2014-09-26 修回日期:2015-01-27 出版日期:2015-09-25 发布日期:2015-10-16
  • 基金资助:

    福建省教育厅社会科学研究A类重点项目(JA13086S)。

Segmentation by Visitor Motivation in Fuzhou National Forest Park: A Factor-Cluster Approach

Yang Jianming1, Yu Yaling2, You Lilan3   

  1. 1. College of Tourism, Fujian Normal University Fuzhou 350108;
    2. College of Economic Management, Liming Vocational University Quanzhou 362000;
    3. College of Applied Science and Technology, Fujian Normal University Fuzhou 350108
  • Received:2014-09-26 Revised:2015-01-27 Online:2015-09-25 Published:2015-10-16

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663

摘要：

[目的] 游客市场细分可以帮助旅游企业有效区分游客群体,了解主要游客的消费特征,进而为市场定位和市场营销提供有价值的参考信息。本研究尝试对福建省最负盛名的福州国家森林公园的游客进行市场细分,研究结论可以为当地森林旅游管理者改善公园的经营管理和制定合适的营销策略提供科学参考。[方法] 在福州国家森林公园对431位游客进行问卷调查,并利用SPSS软件对调查结果进行量化分析,涉及的方法包括描述性统计、信度和效度检验、探索性因子分析、聚类分析、单因素方差分析、判别分析、交叉列联表卡方检验等。[结果] 描述性统计分析显示,福州国家森林公园的游客以中低收入的中青年游客群体为主,省内游客占多数,省外游客亦占有一定比例。探索性因子分析表明,福州国家森林公园游客的游憩动机可以归纳为6个构面,根据各公因子所包含问项的共同特征对公因子进行命名,各构面的相对重要性排序为: 回归和学习自然 >逃避现实 >康乐与求知 >探新求奇 >兴趣爱好 >享受乐趣。在探索性因子分析的基础上,利用K-均值聚类方法根据被调查对象在6个公因子构面的因子得分进行聚类分析,发现福州国家森林公园的游客可以划分为3个细分市场,判别分析验证了上述聚类分析结果的正确性。三大游客群体分别命名为"多目的寻求型游客群体"、"自我提升型游客群体"和"满足兴趣爱好型游客群体"市场,其所占比例分别为35.50%,35.03%和29.47%。对调查对象人口统计学特征的交叉列联表卡方检验揭示,三大游客群体在职业和个人收入方面存在显著差异,但在客源地、性别、年龄和受教育程度4个方面不存在显著差异。[结论] 研究结果显示,福州国家森林公园的游客可以细分为3个群体,其中自我提升型游客群体以无固定职业和低收入者所占比例较大,在康乐与求知方面的动机比其他2类游客强烈; 多目的寻求型游客群体以职业者和中、高收入者所占比例较大,在回归和学习自然、逃避现实、探新求奇、享受乐趣4个方面的动机都比其他2类游客强烈; 满足兴趣爱好型游客群体在职业和个人收入方面处于居中状况,职业者略多于无固定职业者,中等收入者略多于低收入和高收入者,在兴趣爱好方面的动机诉求比其他2类游客强烈。针对所发现的三大游客群体及其游憩动机差异,为当地公园的经营与管理提出若干具体建议,如开发多样化休闲游憩项目、改善公园游憩设施和引进新物种、保护和美化公园环境等。

关键词: 森林游客, 游憩动机, 市场细分, 福州国家森林公园

Abstract:

[Objective] Tourist market segmentation can help tourism enterprises effectively distinguish tourists' groups, understand consumption behaviors of the main tourists, and provide valuable reference information for the market positioning and marketing. The purpose of this paper was to clarify the different market segments of forest visitors who visited the Fuzhou National Forest Park, the most famous forest park in Fujian province. The results of the study are expected to provide useful insights for local forest tourism managers to improve the park operation and management, as well as to plan the appropriate marketing strategies targeted at this market.[Method] A questionnaire survey was conducted with 431 individuals visiting the Fuzhou National Park, and the SPSS software was employed to quantitatively analyze the collected data. The methods used included descriptive statistics, reliability and validity tests, exploratory factor analysis(EFA), cluster analysis, ANOVA analysis, discriminant analysis, and cross-tabulation analysis, etc.[Result] Descriptive statistics showed that the respondents are mainly young people with middle to low income. Most of them came from the Fujian Province, and visitors from outside the Province also accounted for a certain proportion. EFA indicated 6 dimensions of recreational motivations for the respondents and each factor was named based on the common characteristics of the statements it included. The sequence of the common factors according to the relative importance evaluated by respondents from high to low was as follows: "Returning to Nature and Learning about Nature", "Escape", "Health and Knowledge", "Novelty", "Interests and Hobbies", and "Pleasure". K-means cluster analysis according to the factor scores derived from EFA was employed to classify respondents into homogenous segments. It was found that the visitors of the Park could be classified into three market segments, each with different recreation motivations. The accuracy of the cluster classification was tested using discriminant analysis. The three resulting clusters were termed "Visitor Group for Pursuing Multi-Purposes"(35.50%), "Visitor Group for Self-Improvement"(35.03%)and "Visitor Group for Satisfying Interests and Hobbies"(29.47%). Cross-tabulation analysis of demographic profiles revealed that the three clusters were significantly different based on the Occupation and Monthly Income variables, but showed no significant difference in 4 variables such as Origin of Visitor, Gender, Age and Education Level.[Conclusion] The research results showed that the visitors in Fuzhou National Forest Park could be subdivided into three groups. Of which, Visitor Group for Self Improvement accounts for a larger proportion of visitors who have no fixed occupation and with low income, and they have stronger motivation for Health and Knowledge than the other two groups. Visitor Group for Multi-Purposes shares a larger proportion of visitors who have fixed occupation and high income, and they have stronger motivations for Returning to Nature and Learning about Nature, Escape, Novelty, and Pleasure than the other two groups. Visitor Group for Satisfying Interest and Hobbies is in the intermediate state, visitors with no fixed occupation are slightly more than the visitors with fixed occupation, and visitors with medium income are slightly more than the visitors with high income and low income. Visitors in this group have stronger motivation for Interests and Hobbies than the other two groups. According to the discovered 3 visitor groups and their difference in recreation motivations, some concrete measures were proposed such as development of diversified recreational projects, improvement of recreational facilities and introduction of new species, protection and beautification of the park environment.

Key words: forest visitor, recreation motivation, market segmentation, Fuzhou National Forest Park

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