安徽农业大学学报2017，Vol.26Issue(6)：46-51,6.
基于PRIM的皖西大别山区旅游市场细分研究
On Tourist Market Segmentation of the Dabie Moutain Area in West Anhui Based on the PRIM
摘要
Abstract
Tourist market segmentation and target market positioning are two hot issues and important contents of present tourist research .Taking the tourist market of the Dabie Mountain area in West Anhui as an example ,this study figures out the tourists with the greatest tour desire through the patient rule induction method (PRIM ) ,selects the most appropriate ones among them as target market ,and analyzes its characteristics through the cross-classification method .Research results show :in domestic tourist market ,young tourists are in the majority and the middle-aged take a second place , which indicates there is much room for domestic tourist development ;focusing on the target tourists with specific demographic characteristics , can increase revisiting rate among them by 20 .09% ;although the attitude and behavior characteristics of target tourists are basically consistent with the overall market ,there is a big difference in demography between the two ;the tourists with master's degree or above and those with bachelor' s degree and adult offspring are two important market groups that have been neglected .关键词
PRIM/旅游市场特征/目标市场/皖西大别山区Key words
the PRIM/tourist market characteristics/target market/the Dabie Mountain area in West Anhui分类
管理科学引用本文复制引用
程豪..基于PRIM的皖西大别山区旅游市场细分研究[J].安徽农业大学学报,2017,26(6):46-51,6.基金项目
皖西学院校级自然重点项目"旅游信息化背景下游客行为及目标市场定位研究——以皖西大别山为例"(WXZR201715) （WXZR201715）
