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| RESEARCH ON TOUR DESTINATION MARKETING SYSTEM BASED ON THE LAYERED CLUSTER |
| AI Jian-ling1, XU Chun-xiao2 |
1. Hunan First Normal College, Changsha 410081, China;
2. Institute of Tourism, Hunan Normal University, Changsha 410081, China |
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Abstract Tourism destination marketing system is a very important research subject. From the view of subdivided market, scholars have explored tourist types and tourist destination's attractions, but neglected the researches on tourism destination marketing system. In order to distinguish the tourism destinations by types effectively and build a practical marketing system, this research had made a logical Inference about 4PS, and then made a quantitative analysis by using layered cluster method. All the data were collected by questionnaire method.
The applications of layered cluster method in this research are as follows: taking travel purpose as a mediator variable, combining the information channels, travel patterns and tourism destinations together, layering them to get the layered list of the three's travel purposes, and then, making a cluster analysis of the layered list, trying to get an optimum combination mode of the three. The tourism destination marketing system is based on these data.
The data collection method was field survey. 1068 valid anonymous questionnaires of Changsha residents were returned during the investigation. The researchers used the MS EXCEL 2003 and SPSS 15.0 to lay out the data bank and close analysis of the data base. After layered cluster analysis of tourism destinations, information channels and travel patterns, we find there are 7 types of scenic spots in Changsha residents' minds. They are seeking novelty type, exploration type, culture communication type, business/conference type, comprehensive type of religion/recuperation/seeking novelty, sightseeing and decompression type Ⅰ, sightseeing and decompression type Ⅱ.
Discussed the behavior characteristics of current tourist market based on the types of tourism destinations and researched on the best information channel, sales channel of different types of scenic spots, advice on marketing are given in the paper. This research also provides the foundation data and preliminary results on tourist behavior study and offers help on promotion of tourism destination by concluding the activity cycles of sightseeing/decompression, business/conference and exploration formed by the space distance between tourism destinations.
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Received: 09 December 2007
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2008, Vol. 23 
