邮轮旅游者未来价值评估与潜类分析模型&mdash;&mdash;以大陆、香港和台湾为例

doi:10.13959/j.issn.1003-2398.2017.02.022

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人文地理 ›› 2017, Vol. 32 ›› Issue (2) : 152-160. DOI: 10.13959/j.issn.1003-2398.2017.02.022

旅游

邮轮旅游者未来价值评估与潜类分析模型——以大陆、香港和台湾为例

陈梅¹, 刘晶晶², 崔枫², 厉新建³, 潘澜⁴

作者信息 +

MODELLING AND SEGMENTING THE FUTURE VALUE OF CRUISE TOURISTS: AN EMPIRICAL STUDY OF CHINA MAINLAND, HONG KONG, AND TAIWAN

CHEN Mei¹, LIU Jing-jing², CUI Feng², LI Xin-jian³, PAN Lan⁴

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文章历史 +

摘要

自20 世纪80 年代以来，现代邮轮旅游作为一种休闲度假方式，已经成为欧美国家中产阶级出游的重要选择之一。深入了解中国邮轮旅游者的特点并进行市场细分，有助于推动中国邮轮旅游市场开发。本研究根据顾客终身价值理论，测算了邮轮旅游者的未来价值，并通过探索性因子分析和验证性因子分析研究了邮轮旅游者的消费偏好，建立了邮轮旅游者未来价值评估模型。基于中国大陆、香港和台湾邮轮旅游者的相关数据，通过AMOS21.0 对邮轮旅游者未来价值模型进行了检验，发现了对邮轮旅游者未来价值有显著影响的因素；通过R13.0 软件进一步对显著影响邮轮旅游者未来价值的因素进行了潜类分析，识别出了未来价值较高的邮轮旅游市场，进而为有效地市场开发提供依据。

Abstract

Since the 1980s, modern cruise, as a leisure vacation, has become one of the most popular options for middle-class in Europe and North America. According to the theory of customer lifespan value, our research estimated the future value of cruise tourists, and upgraded the previous research scale of foreign cruise tourists' preference by exploratory factors analysis and confirmatory factors analysis, in order to build the model of cruise tourists' future value. Based on the dataset of cruise tourists from China mainland, Hong Kong, and Taiwan, the measurement model of cruise tourists' future value was tested through structural equation modelling in program of AMOS21.0. Ultimately, our study found some significant impact factors of cruise tourists' future value and applied the empirical result into cruise market segmentation, using of R13.0 to do latent cluster analysis of the significant determinants of cruise tourists' future value, in order to recognize the most valuable segment and efficient marketing strategy.Specific results show that the cruise tourism income level, revisit frequency, the route length, consume preference for infrastructure and recreational facilities have a significant positive impact on the future value of cruise tourists.

导出引用

陈梅, 刘晶晶, 崔枫, 厉新建, 潘澜. 邮轮旅游者未来价值评估与潜类分析模型——以大陆、香港和台湾为例[J]. 人文地理. 2017, 32(2): 152-160 https://doi.org/10.13959/j.issn.1003-2398.2017.02.022

CHEN Mei, LIU Jing-jing, CUI Feng, LI Xin-jian, PAN Lan. MODELLING AND SEGMENTING THE FUTURE VALUE OF CRUISE TOURISTS: AN EMPIRICAL STUDY OF CHINA MAINLAND, HONG KONG, AND TAIWAN[J]. HUMAN GEOGRAPHY. 2017, 32(2): 152-160 https://doi.org/10.13959/j.issn.1003-2398.2017.02.022

中图分类号： F592

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