Market Segmentation and Marketing Strategy of Semi-guided Tourism Product —Taking Guangzhou Tourism Consumption Market as an Example
- DOI
- 10.2991/icemse-19.2019.106How to use a DOI?
- Keywords
- Semi-guided tour, Market segmentation, Marketing strategy
- Abstract
With the development of the Internet and social economy as well as the change of people's tourism concepts, tourism has become a booming emerging industry, driving the development of the tertiary industry. With the rapid expansion of tourism market, tourism modes have also been diversified. Traditional group tourism has not met young people's need of individualization and autonomy due to its single way. Customized tours, self-guided tours and semi-guided tours have gradually penetrated into people's lives. Among them, emerging semi-guided tourism products have been favored in the tourism consumer market. However, semi-guided tour is in its infancy in China, and there are still problems in its product design targeting and marketing strategy. Therefore, this work took Guangzhou tourism consumers as the research object, and combined with the theory of marketing after market segmentation to obtain first-hand data, which adopted questionnaire survey method and interview method. Finally, it carried out market segmentation through data mining and put forward suggestions for problems existing in the marketing strategy of Guangzhou semi-guided tourism products.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Zhuoye Zhang AU - Sixue He PY - 2019/09 DA - 2019/09 TI - Market Segmentation and Marketing Strategy of Semi-guided Tourism Product —Taking Guangzhou Tourism Consumption Market as an Example BT - Proceedings of the 2019 3rd International Conference on Education, Management Science and Economics (ICEMSE 2019) PB - Atlantis Press SP - 454 EP - 457 SN - 2352-5428 UR - https://doi.org/10.2991/icemse-19.2019.106 DO - 10.2991/icemse-19.2019.106 ID - Zhang2019/09 ER -