美国奖学金申请>eopPaper was prented at
“5th Bi-Annual Symposium of the International Society of Culture, Tourism, and Hospitality Rearch” June 4-6, 2007, Charleston, South Carolina, USA
Tourist motivation, market gmentation and marketing strategieswho did you tie
Jie Zhang and Carl Marcusn
Centre for Regional and Tourism Rearch
Stenbrudsvej 55, 3730 Nexø, Denmark
Tel: +45 5644 1144
Email: jz@crt.dk and marcusn@crt.dk
Tourist motivation, market gmentation and marketing strategies
Abstract:
This paper focus on the tourist motivation and activities related to the destinations in Denmark. Different criteria can be applied for analyzing destinations with their market gments, for example, a geographic criterion that can identify a destination as an urban or a rural/peripheral area. Destination attributes, such as cultural/historical heritage versus natural/beach is another criterion that “pull” tourists into the local areas. Market gmentation can also apply demographic, psychographic and personal behavior factors, for example, gments can be divided by tourism markets, tourist choice on type of accommodation, or active tourists versus more relaxed, non-active tourists.
The data for this study are bad on a large survey sample that the Danish Tourism Organization (Visit Denmark1) collected in 2004. Visit Denmark conducted a survey on approximately 7,600 leisure tourists in all regions of Denmark, which covered both domestic and foreign tourists, and five different accommodation types. The tourist motivations mainly concentrate on the “pull” factors in the survey. Two main types of destination, i.e. city versus rural/beach destinations in Denmark are investigated and compared in the paper.
A variety of analytical tools are applied in the analysis, including correlation and multivariate statistical techniques such as a factor analysis (to make groups of motivators) and multiple regression analysis. The statistical results show that the tourist motivations have significant
1Authors are grateful to Visit Denmark for the permission of applying its tourist survey data in this rearch.
difference depending on destinations, different types of accommodation and tourist markets. It is found that activities have influence on tourist satisfaction at destinations. More active tourists with higher satisfaction level show that tourists do desire for more experiences at destinations.
Tourist products and rvices are not single products; rather tourism is related to the complex products that require veral economic ctors to have a good cooperation. The regional tourism organizations could play an important role in destination marketing and tourism product development. As shown from the analysis, the Danish tourism market is not big enough to have so many gments; therefore the different regions need to have common and coordinated marketing strategies. Innovation is playing a more and more important role in tourism. Tourism investment could be considered to be more innovative, active and creative where tourists are provided with unique experiences which will surely create more repeat visits.
Key words: Tourist motivation; satisfaction; city tourism and rural/beach tourism; factor analysis, and multiple regression analysis;
imei是什么1.Introduction
Various studies have dealt with tourist motivations and market gmentation. Factors that motivate tourists for leisure travel are classified into two types, i.e. “push” and “pull” factors (Crompton, 1979; Dann, 1977; Pearce, 1993; Uysal and Hagan, 1993; Uysal and Jurowski, 1994). An analysis on tourist motivation and activities is important for destinations to understand leisure tourist destination choice (Moscardo, et al 1996); it can also enhance destination image (Beerli and Martin, 2004; Trauer and Ryan, 2005) and its interplay with tourist satisfaction and loyalty (Yoon and Uysal, 2005). The analysis of tourist motivation can focus on one destination (Kim, Lee and Klenosky, 2003); or it can be conducted by a comparative study by nationality and destination (Kozak, 2002). The motivation study can also focus on one type of target group such as on nior travelers (Jang and Wu, 2006) and on backpackers (Maoz, 2007).
英讯理想教育This paper focus on the tourist motivation and activities related to the destinations in Denmark. Different criteria can be applied for analyzing destinations with their market gments, for example, a geographic criterion that can identify a destination as an urban or a rural/peripheral area. Destination attributes, such as cultural/historical heritage versus natural/beach is another criterion that “pulls” tourists into the local areas. Market gmentation can also apply demographic, psychographic and p
ersonal behavior criteria, for example, gments can be divided by tourist markets, tourist choice on type of accommodation, or active tourists versus more relaxed, non-active tourists.
Two main types of destination, i.e. city versus rural/beach destinations in Denmark are investigated and compared, and they are also compared with the other destinations (the rest of Denmark). The高考英语作文
自我介绍的英语作文
tourists who choo to visit big cities are called “city-breaker” and tourists who choo to take their holiday at beaches are called “nature-beach” tourists. The analysis for the tourist characteristics within the two types of gments shows that they are significantly different from each other in term of age, houhold type and length of stay. It is also different in which activities tourists participate and patterns of their spending.
splendid是什么意思
The purpo of analyzing tourist motivation and activities is to explore visitors’ desire, wants and needs. The analysis results will assist destination developers to understand target markets and improve the products, rvices and activities arranged to the tourists. Tourist motivation studies are uful in developing products, promotion, and marketing strategies. Destination marketing and development become important issues in both theoretical and practical tourism business. As global tourism markets become more and more competitive, many tourism destinations put efforts on improving quality of their products and rvices and enhancing the competitiveness.
2.Tourist motivations and market gmentation
广州挖掘机培训Each destination offers a variety of products and rvices to attract tourists. From the destinations’ point of view, it is very important to know why tourists choo (or not choo) this destination and how the tourists feel about the place they visited. Analysis of tourist motivation attempts to extend the theoretical and empirical evidence on the causal relationship among the push and pull motivations, satisfaction, and destination loyalty (Yoon and Uysal, 2005).
Motivation has been referred to as psychological/biological/social needs and wants, including internal (or emotional) and external forces (Dann, 1981; Chon, 1989; Pearce, 1982; Uysal & Hagan, 1993). According to Uysal & Hagan (1993), the forces describe how individuals are pushed by
陌路人聊天motivation variables into making travel decisions and how they are pulled or attracted by destination attributes.
“Push” factors are defined as origin-related and refer the intangible, intrinsic desires of the individual traveler, such as desire to escape, rest and relaxation, adventure, health and prestige. “Pull” factors are defined mainly related to the attractiveness of a given destination and tangible characteristics such as beaches, accommodation and recreation facilities and cultural and historical resources (Uys
al & Hagan, 1993). Quite a number of literatures have studied tourist motivation from biological, psychological, sociological and anthropological aspects. (Ajzen & Fishbein, 1977; Iso-Ahola, 1982; Plog, 1987).
Tourism motivation is a multi-motive dimensional. Tourists often have more than one motive for choosing a certain destination, for example, people can choo one destination with a motive of relaxation in a pleasant safe place combined with visiting a local historical heritage. Motivation is also a dynamic and flexible variable. The design of a motivation list ‘must be flexible enough to incorporate individual changes across the life-span and consider the effects of broad cultural force on tourist motivation’ (Pearce, 1993). For example, a person may change his travel preferences as he moves through the family life cycle from a single-career person to a more family-oriented person, his motives for choosing destinations may be changed accordingly.
The travel market is often divided into four types of markets: personal business travel, government or corporate business travel, visiting friends and family, and leisure travel. Each type of market can be sub-divided further into gments. Market gmentation is bad on the profiles of target groups and measuring the attractiveness of the market. Destinations lect one or a few gments as their
