旅游区客源市场结构特征实证分析——清明上河(5)

景区确定目标市场营销策略的基础是对客源特征的深入研究,寻找其规律性。文章通过对清明上河园景区的游客进行随机问卷调查所获得的第一手资料,从客源地特征、游客特征、游客的行为决策方式、对清明上河园的开放评价四个方面对其客源市场结构进行了研究,从多个方面进行了分析,得出部分清明上河园客源市场重要规律性的结论,为其客源市场的进一步开发和旅游资源的规划提供了科学依据。

market structure from fouraspects,which are the source characteristics, characteristics of tourists, tourists decision-mak-

ing behavior and the opening evaluation. From all aspects, we draw some important conclusions aboutQingming River

Park on the touristmarket, which will provide a scientific basis for the touristmarket and the further development of

tourism resources planning.

Key words:scenic area; touristmarket; structural feature; empirical analysis

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