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残障人士是一个特殊的极具潜力的细分市场,但这个消费群体还未受到应有重视。本文通过分析残障人士的出游动机和出游特点,探讨了该目标市场的成长空间;通过SWOT分析,论证了开发残障人士旅游市场的必要性和可行性。笔者以海南海口市为例,结合当地旅游资源特征和残障人士的旅游需求特征,探讨了为残障人士设计定制化旅游产品的方法,并就促销手段和服务意识两方面提出了针对该细分市场的营销策略。
People with disabilities are a particular potential market segment, but this consumer group has not received the attention it deserves. This article explores the growth potential of the target market by analyzing the motivation and travel characteristics of disabled people. Through SWOT analysis, the necessity and feasibility of developing tourism market for disabled people are demonstrated. Taking Hainan Haikou City as an example, this paper discusses the methods of designing customized tourism products for the handicapped based on the characteristics of the local tourism resources and the tourism demand of the handicapped. Based on the promotion methods and service awareness, Marketing strategy.