作　　者： ; ;

机构地区： 暨南大学管理学院旅游管理系

出　　处： 《生态经济》 2013年第4期132-137,149,共7页

摘　　要： 低碳旅游是以低能耗、低排放、低污染和高效能、高效率、高效益为特色的绿色、生态和可持续的旅游。游客在旅游活动中尽量降低二氧化碳排放量、节约资源、减少污染,以保护旅游的生态环境,但这并不意味着降低旅游质量或忽视游客的感受。低碳旅游应该在维持甚至提升游客感知价值的前提下开展。因此,文章在低碳旅游、游客感知价值概念梳理的基础上,采用因子分析和聚类分析法,针对有低碳酒店消费经验并有低碳酒店消费需求等消费特点的消费者,以广州市3家低碳酒店为例,通过202份问卷调查,对游客低碳旅游感知价值进行了规范的实证研究,最终确定了4类细分目标消费族群,并根据族群内各感知因子的影响程度给出营销策略建议。 Tourists reduced carbon dioxide emissions, saved resources and reduced pollution as far as possible, to protect tourism ecological environment in tourism activities, but this does not mean that reduced quality or neglected tourist＇s feelings. Low-carbon tourism should be on maintaining or even increasing the perceived value of the tourists. Therefore, this article based on the concept of low carbon tourism, and tourists perceived value, use the methods of factor analysis and cluster analysis, for consumers who has consumption features that low carbon hotel consumption experience and consumption demands, take an empirical research for a total of 202 samples in 3 hotels in Guangzhou were collected analyzed, eventually determines 4 class subdivision target consumption communities, and according to effects degree of communities within perception factors, to make marketing strategies and recommendations.

关 键 词： 低碳旅游 游客 感知价值 因子分析 聚类分析

领　　域： [经济管理] [经济管理]