学术
旅游户外用品重度购买者的特征及其营销启示
苗学玲[1] 呼延勇[2]
[1]广东外语外贸大学英语语言文化学院,广东广州510420 [2]深圳火狐狸户外用品公司,广东深圳518000
摘 要:
本文将重度购买者理论应用到旅游户外用品购买活动中，探究旅游户外用品重度购买者的人口、行为和心理统计特征。作者尝试革新了重度购买者的划分标准，采用问卷调查的方法，通过对597个方便样本的研究发现：旅游户外用品购买数量和购买者的教育水平、性别、月收入显著相关，但与年龄、时尚意识、价格意识和创新意识无关；旅游户外用品的重度购买者中男性居多、受教育水平高、收入高、一年内长途旅游次数较多，更喜欢浏览旅游户外网站。最后提出相应的市场营销策略。[著者文摘]
文章出处:
《旅游科学》-2007年21卷6期 -53-60页
分 类 号:
文献标识码:
A
文章编号:
1006-575（2007）-06-0053-08
Users of Tourism Outdoor Gear and Marketing Inspiration
MIAO Xueling, HU Yanyong （1 Tourism Department, Guangdong University of Foreign Studies, Gnangzhou 512420, China; 2 Shenzhen Vafox Outdoor Gear Co. , Shenzhen 518000, China ）
Abstract:
This paper applied heavy user theory in the tourist outdoor gear purchasing to study the demographic, behavioral and psychographics characteristics of the heavy users of tourist outdoor gear. The authors tried an innovative segmentation method by using questionnaire. With data from sampling the travel particulars of 597 adult consumers, including gender, education background, income, age, fashion preference, price sensitivity and creativity. The authors found that heavy users of outdoor equipment are mostly male frequent travelers who enjoy higher education and income, and are more likely to visit travel websites. It is also found that neither age and fashion preferences nor price and creativity shows significance on the purchasing volume. The article ended with a proposal of marketing strategies.[著者文摘]
Key words:
purchasing volume segmentation; heavy user; tourist outdoor gear; psychographics
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