作　　者： ; ; ; ;

机构地区： 广州大学地理科学学院

出　　处： 《安徽农业科学》 2010年第22期12104-12108,共5页

摘　　要： 客源市场是旅游业赖以生存和发展的关键因素,客源分析是一个景区进行营销策划的基础。通过对抽样问卷调查的有效问卷进行分析,总结出了余荫山房客源市场的特征:主要是中青年为主、大学及以上文化程度、企事业单位的员工、教师和学生;客源地是以广州市和番禺为主占;以家庭为单位的自驾车游客较多。然后又选取了广州大学城的学生作为调查对象,问卷表明,近一半的学生表示有兴趣会去余荫山房游玩,学生的旅游偏好也证明余荫山房这种类型的景点在学生中很受欢迎,所以得出结论,即大学城将是余荫山房巨大的客源。最后根据人口统计细分市场的特点和客源地细分市场,将其核心客源市场定位于广州市客源市场和大学城客源市场的家庭游客群体、离退休游客群体和学生群体。对此,余荫山房应采取差异性的营销策略,综合地运用价格策略、促销策略。 The tourist source market is a key factor for the survival and development of tourism,source analysis is also a basis for marketing planning.The characteristics of the tourist market for the Yuyin Garden were analyzed by using the questionnaire data.It is shown that most of the tourists are from Panyu and Guangzhou City.The younger and the middle aged tourists are the majority of the tourists who are mostly university students,teachers,managers of enterprises,members of the government and scientists.The self-driving tourists are predominantly based on family as a unit.And then students of Guangzhou University Town were selected in the survey,the questionnaire revealed that the University Town will be a potential and huge tourist market.According to the investigation,the target market for the tourism in Yuyin Garden could be described on the following groups：the families,students and the retirees.The marketing strategies about product,price,promotion should be adopted.

关 键 词： 问卷调查 客源 人口统计学 营销策略 余荫山房

领　　域： [经济管理] [经济管理]