旅游经济学课件

Chapter2TouristTypes,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.segmentation,2.1segmentationbypurposeoftravel,Manystatisticalseriesdonotdistinguishanyfurtherthanthefirstdivision,betweenrecreationalandbusinesstourism,althoughsomesingleoutVFRtravelseparately.,Inrelationtotheeconomicsofdemand,recreationaltravelandvisitstofriendsandrelativescanmostlybeseenasfinaldemandthatis,travelundertakenforitsownends,itsownsatisfaction.Businesstravelontheotherhandismostlyaderiveddemand,ademandforserviceswhichmaybenecessaryinputsinthecourseofproducingothergoodsorservices.,Whilsttouriststhemselvesmakethepurchasingdecisionforrecreationaltravelandaresubjecttopersonaleconomicconstraints,businesstraveldecisionsarelargelyinstitutionalised,andconstrainedbycorporateeconomics,includingtaxdeductibilityinmanyeconomies.,Travelforstudyandreligion,andtosomeextenthealthandsport,oftencarriesadegreeofobligation,asdoesVFRtravel.Touristsmakingatripforthesereasonswilltreattheirpurchaseassatisfyingbasicneeds,whereasaholidayismoreoftenthoughtofasadiscretionaryiteminaconsumersbudget.Wemightthereforeexpectthatgeneralholidaydemandismoreincomeelastic.,Thetermssunlustandwanderlustwerecoined(Gray1970)todistinguishbetweenthosewhosemainpurposeistoescapeandrelax,oftenonabeachinthesunshine,andthosewhomaybedrawntodestinationsofferingnewsightseeingorculturalexperiences.Inthelattercase,thetourismproductsindemandaremorespecificthanintheformer,andfactorsaffectingdemandratherdifferent.,Incentivetravelhasaratherspecialplace.Whilstitispurchasedasbusinesstravel,itisnormallygiven(toabusinesssemployeesoragentsforexample)asarewardforsomeachievementorworktarget.Assuchitmustbeaworthwhilereward,andislikelytobeostentatiousasaproduct.Incentivetouristsarewelcomedbydestinationsandtravelandtourismorganisations,astheirpercapitaexpenditureisusuallyveryhigh.,2.2psychographicsegmentationPracticalsegmentation,especiallyforuseinmarketing,hasmovedawayfromdemographicgroupingsoverthelastfewyearstoaconsiderationoflifestyles(sometimescalledactivities,interestsandopinionsorAIO)andmotives.Theresultingsegmentsareknownaspsychographic,aspeopledifferinmeasurementofwhatarebasicallypsychologicalvariables.,Researchershaveidentifiedalimitednumberoftraitswhichseemtobeespeciallyimportantintourists:(1)Venturesomeness-thedegreeofrisktouristswant;(2)Hedonism-thedegreeofcomfortrequiredonatrip;(3)Changeability-theextenttowhichtouristsareimpulsiveorseekingsomethingnew;(4)Dogmatism-theextenttowhichatouristcannotbepersuadedtochangeideas;(5)Intellectualism-thedegreeofculturetouristswant.,Traitsarethenseentoinfluencetouristactivityorthepurchasingcharacteristicsoftourists,whichenablestourismorganisationstotargetprofiledgroupswithspecifictourismproductsatvaryingprices.,Plogdevelopedawell-respectedmodelwhichcanbeusedtodividetourismmarketsbasicallybytheirdegreeofventuresomeness.Thiscognitive-normativemodelidentifiedtouristsasbeingonacontinuumfrom:,Allocentric:makeowntravelarrangements,visitremotedestinations,boardwithlocalresidents,learnlocalcultureorstudyfloraandfauna,rarelyrepeatvisit;Mid-centric:usetraveldistributionbutmakeownpackage,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）,hostedorsecondhomers(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),Table2.2typesoftouristbyinteractionwithdestinations,3.changesintouristtypesovertime4.typesoftouriststoday:asummaryInNorthAmericaandEurope,85-90%oftouristnightsarespentbydomestictourist;elsewhereitisless,rangingdownto7%inPacificislands.,5.theneedsandimpactsofdifferenttypesoftouristsInrelationtoFigure2.2,thehighestlevelofexpenditurewouldbeinthelowerrightareaofthefigure,andthelowestlevelintheupperleft.,Thetypesofproductspurchased,andthedistributionchannelsusedfortheirpurchase,willalsovarybetweengroups,withthelowercentralofthediagramlikelytoindicatethosegroupsmakingmostuseofformalmass-marketdistributionchannelsandinclusivetours.,Table2.3resourcesrequirementsoftouristsbytype,Inaddition,economistsanalysingtravelandtourismarelikelytobeinterestedinvariationsbetweentypesoftouristin:lengthofstay;overallandseasonaldemandstabilityrepeatvisitationandmarketingcosts,6.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.Trekkinggroupsorcultureseekingwanderlusttouristsmaymakealongtrip,butaslinearratherthannodaltourists,theywillstayoveronlyashorttimeateachdestination.Aconventiondelegatemaymakeonlyathree-orfour-daytrip,andmaystaynotonlyintheonedestinationbutmakemostexpenditurewithintheonehotel,inadditiontohavingdifferingtypesandlevelsofdemand,differenttypesoftouristvaryinrespecttothestabilityofthatdemand.VariouspiecesofresearchhaveindicatedthatVFRtrafficandluxuryrecreationaltourismareperhapstheleastsensitivetodemandvariation.,Mostrecreationalorholidaytourismisconstrainedbyschoolvacationsorplaceofworkholidayentitlements,togetherwithclimaticconditionsproducingstrongseasonalvariations.Economiccyclesingeneratingareasnotonlyaffectthelongtermstabilityofrecreationdemand,butalsomayinfluencepatternsofbusinessdemandfortourism,throughboththeabilityofbusinessestomeettravelcostsandbusinessesdesiretomaintainorrestricttravelelementsoftheir