四川民族学院学报2025，Vol.34Issue(3)：84-94,11.
茶文化旅游市场的类型特征与习惯差异
Research on the Typological Characteristics and Behavioral Variations in Tea Culture Tourism Markets:Based on the Lifestyle Theory
摘要
Abstract
Guided by lifestyle theory,this study examines the segmented market of tea culture tourism from the perspective of individual leisure behavior among tourism consumers.Analyzing a"lifestyle"per-spective measurement scale and a quantitative questionnaire on tourism behavior,the study analyzes the behavioral intentions of different tea culture tourism consumer groups.Through cluster analysis,the lifes-tyle of tea culture tourists is defined as four categories:"contented,spiritual pursuit,material abun-dance,and active struggle".Through one-way ANOVA,it was found that different types of tea culture tourists have demographic differences and differences in tea culture tourism behavior habits,and the be-havioral intention of spiritual pursuit and material adequacy segmentation is the most obvious.At the same time,based on the differences in tourism behavior habits among different types of tea culture cus-tomer segmentation,provide development suggestions for tea culture tourism market segmentation and customer segmentation positioning:(1)diversified combinations of tea culture tourism products;(2)Experience and research development of tea culture tourism products;(3)Brand building and custom-ized marketing of tea culture tourism.关键词
生活方式/茶文化旅游/市场细分/聚类分析Key words
lifestyle/tea culture tourism/market segmentation/cluster analysis分类
管理科学引用本文复制引用
韩峰,许方媛..茶文化旅游市场的类型特征与习惯差异[J].四川民族学院学报,2025,34(3):84-94,11.基金项目
滁州城市职业学院校级人文社科重点科研项目"乡村振兴背景下皖东地区茶旅融合发展研究"(2023skzd02) （2023skzd02）
滁州城市职业学院校级人文社科重点科研项目"后脱贫时代皖东乡村旅游发展研究"(2021sk06) （2021sk06）
