| 生活型态对旅游消费的影响——以大学生为个案研究 |
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| 引用本文： | 郭霖,林易杰.生活型态对旅游消费的影响——以大学生为个案研究[J].华侨大学学报(哲学社会科学版),2009(3):56-62. |
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| 作者姓名： | 郭霖 林易杰 |
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| 作者单位： | 厦门大学管理学院,福建厦门,361005 |
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| 摘 要： | 以生活型态来细分市场，能够帮助企业更清楚地认识消费者的真实面貌，进而瞄准有效的目标市场，制定营销战略。在以生活型态对大学生进行市场细分的基础上，探讨他们在国内旅游消费行为的差异。透过在厦门大学问卷调查的方式，共回收有效问卷404份，分析结果显示大学生市场可细分为时尚社交、理性精明及开朗独立等3个群体。不同生活型态细分市场在性别、年龄、年级、就读科系等方面没有存在差异，但在每月休闲娱乐花费金额上明显不同。不同生活型态细分市场在国内旅游消费行为上存在部份差异。
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| 关 键 词： | 生活型态 市场细分 旅游行为 大学生 |
The Influence of Undergraduate Lifestyle on Domestic Travel Behavior |
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| GUO Lin,LIN Yi-jie.The Influence of Undergraduate Lifestyle on Domestic Travel Behavior[J].Journal of Huaqiao University(Humanities & Social Science),2009(3):56-62. |
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| Authors: | GUO Lin LIN Yi-jie |
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| Institution: | (School of Management, Xiamen Univ. , Xiamen, 361005, China) |
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| Abstract: | To analyze the market according to the life styles can help the enterprises to aim at the target market and in turn make effective marketing strategies. Based on the survey data of 404 students in Xiamen University, this paper provides insight into the undergraduate travel behavior by market segment method that based on their lifestyle. The results show that undergraduates could be segmented into 3 groups： the vogue-social, pinch pennies-rational and active-independent. Except the monthly leisure expenditure, there are no significant differences among segmented groups in sex, age, grade and department. The study indicates that there are some marked differences in domestic travel behavior according to market segment. |
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| Keywords: | life style market segment travel behavior undergraduate |
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