本文選題：福州　切入點：溫泉游憩　出處：《華僑大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：福州正在經(jīng)歷從溫泉地向溫泉旅游地的轉(zhuǎn)變時期，溫泉資源逐漸被商品化與市場化。2010年，福州市被評為“溫泉之都”，福州市政府加大了發(fā)展溫泉游憩的舉措，溫泉游憩產(chǎn)品在數(shù)量上和組合上都有了重大改變。然而，受福州溫泉資源豐富和開發(fā)利用歷史悠久的特點影響，福州市溫泉游憩市場發(fā)展層次較復(fù)雜，具體表現(xiàn)在溫泉游憩產(chǎn)品在類型上、質(zhì)量上以及價格上的巨大差異。同時，福州市民是福州溫泉游憩市場的主要消費群體。他們對福州溫泉的記憶、使用習(xí)慣和依賴程度決定了這個主要消費群體的獨特性，這決定了其對福州溫泉游憩產(chǎn)品的評估和購買決策會不同于一般的溫泉旅游游客，往往更加復(fù)雜。若要提高福州溫泉游其消費者這一龐大群體對“溫泉之都”的認(rèn)可程度，則必須了解福州溫泉游憩消費者在進行溫泉游憩活動時的利益追尋。 首先，本研究選取20個溫泉游憩消費（包括溫泉從業(yè)者、地方文化人、老湯客、新湯客以及普通游客），針對“泡溫泉能給我?guī)硎裁春锰帯钡脑掝}進行深入訪談，獲得12項福州溫泉游憩消費者的利益追尋變量。其次，本研究設(shè)計了一份調(diào)查問卷，主要包括五個部分：人口統(tǒng)計變量、消費行為變量、利益追尋變量、度假生活態(tài)度以及滿意度。從2013年10月份至12月份期間，，共收回875份有效問卷。通過運用統(tǒng)計軟件SPSS20.0里的因子分析法和聚類分析法對有效樣本的利益追尋變量進行分析，得出福州市溫泉游憩市場根據(jù)消費者的利益追尋可細分為2個市場：“放松與互動派”消費市場和“自我與內(nèi)涵派”消費市場。然后再利用判別分析法、卡方檢定以及單因子變異數(shù)分析法對所搜集到的福州溫泉游憩消費者的人口統(tǒng)計變量、消費行為變量、游憩動機變量和度假生活方式的數(shù)據(jù)進行相應(yīng)的分析，發(fā)現(xiàn)“放松與互動派”消費市場和“自我與內(nèi)涵派”消費市場在人口統(tǒng)計變量上、消費行為變量上、游憩動機上以及度假生活方式上均有差異，其中消費行為變量的差異最為顯著。在數(shù)據(jù)分析的基礎(chǔ)上，本研究對福州溫泉游憩市場的特征、2個利益細分市場的特征以及2個利益細分市場間的差異進行歸納和分析。最后，本研究在對福州市溫泉游憩消費者的利益追尋分析和利益缺失分析的基礎(chǔ)上，對福州溫泉游憩市場提出以發(fā)展“溫泉旅游地”為概念的開發(fā)建議，旨在通過提高福州溫泉游憩產(chǎn)品的體驗性來達到增強“溫泉之都”的功能和作用。
[Abstract]:Fuzhou is undergoing a period of transition from hot spring to hot spring tourism, and hot spring resources are gradually being commercialized and marketized. In 2010, Fuzhou was named the "hot spring capital," and the Fuzhou municipal government stepped up its efforts to develop hot spring recreation. The number and combination of hot spring recreation products have changed greatly. However, due to the rich hot spring resources in Fuzhou and the long history of exploitation and utilization, the level of development of Fuzhou hot spring recreation market is relatively complex. This is manifested in the huge differences in the types, quality and prices of spa recreation products. At the same time, Fuzhou residents are the main consumer groups in Fuzhou Hot Spring Recreation Market. Their memory of Fuzhou Hot Springs, Usage habits and degree of dependence determine the uniqueness of this major consumer group, which determines that the evaluation and purchase decision of Fuzhou hot spring recreation products will be different from the general hot spring tourists. If we want to improve the recognition of Fuzhou spa tourism consumers to the "hot spring capital", we must understand the interest of Fuzhou hot spring recreation consumers in hot spring recreation activities. First of all, this study selects 20 hot spring recreation consumption (including hot spring practitioners, local intellectuals, old soup guests, new soup guests and ordinary tourists) to conduct in-depth interviews on the topic of "what benefits can bubble hot spring bring to me". Secondly, this study designed a questionnaire, which includes five parts: demographic variables, consumer behavior variables, interest pursuit variables. From October 2013 to December, a total of 875 valid questionnaires were collected. Factor analysis and clustering analysis were used to analyze the benefit seeking variables of effective samples by using factor analysis and clustering analysis in the statistical software SPSS20.0. It is concluded that the hot spring recreation market in Fuzhou can be subdivided into two markets according to the interests of consumers: the "relaxation and interaction" consumer market and the "self-intension" consumer market, and then the discriminant analysis is used. Chi-square test and single factor ANOVA analysis were used to analyze the collected data of Fuzhou spa recreation consumers' demographic variables, consumption behavior variables, recreation motivation variables and vacation lifestyle data. It is found that there are differences in the demographic variables, consumer behavior variables, recreation motivation and vacation lifestyle between the "relaxation and interaction" consumer market and "self and connotation school" consumption market. On the basis of data analysis, this study summarizes and analyzes the characteristics of Fuzhou Hot Spring Recreation Market, the characteristics of two interest segments and the differences between two interest segments. On the basis of the analysis of the interests of the consumers of hot spring recreation in Fuzhou and the analysis of the lack of interest, this study puts forward some suggestions for the development of the "hot spring tourist destination" in Fuzhou hot spring recreation market. The purpose of this paper is to enhance the function and function of "Hot Spring City" by improving the experience of Fuzhou Hot Spring Recreation products.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7

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