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旅游客源市场由不同结构特征的旅游者组成,其利益追求各不相同,对此加以分析,可以制定正确的营销策略,提供科学依据。以周庄为案例,采用随机抽样问卷调查法,分别对周庄旅游者的性别结构、年龄结构、文化结构、家庭收入水平结构和职业结构进行了分析。结果显示,周庄旅游者以男性游客为主体,25~44岁的中青年游客占大多数;文化程度以大专及以上层次为主,职业构成比较分散,企事业管理人员居多;家庭月收入水平高于全国平均水平。对旅游者的利益追求进行了初步的探讨,并结合游客结构特征和利益追求的分析结果,提出了周庄未来旅游产品的营销策略。
Tourist market consists of tourists with different structural features, and their pursuit of interests varies from one analysis to another, which can make the correct marketing strategy and provide scientific basis. Taking Zhouzhuang as a case, this paper analyzes the gender structure, age structure, cultural structure, family income level structure and occupational structure of tourists in Zhouzhuang by random sampling questionnaire. The results show that the tourists in Zhouzhuang are mainly male tourists, and the majority of middle-aged and young tourists aged 25-44 are college students. The educational level is mainly composed of college and above, and the occupational composition is relatively dispersed with the majority of enterprises and administrative staff. The monthly income of the family is high At the national average. The pursuit of the interests of tourists for a preliminary discussion, combined with the structural characteristics of tourists and the pursuit of the interests of the results of the proposed future marketing strategies Zhouzhuang travel products.