基于消费者偏好的烟台葡萄酒文化旅游发展研究-《农学学报》(2019年3期).docx

龙源版权所有 基于消费者偏好的烟台葡萄酒文化旅游发展研究作者：董峰　林富强　张文丽　王宇来源：《农学学报》2019年第03期 摘要：为促进烟台市葡萄酒旅游产业健康快速发展，使烟台葡萄酒文化旅游供给体系更好地适应游客需求的变化，提供令游客心动的旅游产品和旅游服务，针对不同类型消费者的旅游需求，指导烟台葡萄酒文化旅游的有效供给，创新利用旅游资源。通过SPSS等统计学软件分析烟台葡萄酒文化旅游的相关影响因素，总结消费者偏好，明确目标市场完善市场细分。通过STP[市场细分（segmenting）、目标市场（targeting）、市场定位（positioning）]战略对葡萄酒旅游相关的政府职能部门、产品、定价以及促销提出针对性的意见建议。数据分析结果显示：消费者年龄与游玩时间、周边酒吧、喜爱旅游顺便感受葡萄酒文化;职业与门票价格;月可支配收入与门票价格、景点内消费额度、周边特色酒店、特色葡萄商店、喜欢饮用葡萄酒呈显性相关关系。针对人口特征与旅游消费者偏好之间的相关关系，对烟台政府及相关职能部门、葡萄酒文化旅游产品、产品定价、产品宣传提出改进建议。 关键词：葡萄酒文化旅游;消费者偏好;烟台;STP战略 中图分类号：F592.7 文献标志码：A 论文编号：cja Development of Yantai Wine Culture Tourism Based on Consumers' Preference Dong Feng， Lin Fuqiang， Zhang Wenli， Wang Yu （Yantai Research Institute， China Agricultural University， Yantai 264670， Shandong， China） Abstract： The paper aims to promote the healthy and rapid development of wine tourism industry in Yantai， effectively solve the problems of unclear market segmentation of wine tourism attractions and the unbalance between effective supply and actual demand， and meet the needs of consumers from the perspective of supply- side reform to guide the development and upgrading of the wine tourism industry. This article analyzes therelevant influencing factors of wine tourism in Yantai through SPSS and other statistical software， summarizes consumer preferences， and defines the target market to improve market segmentation. Through the STP strategy （segmenting， targeting， positioning）， it proposes targeted suggestions on wine tourism industry development. Results of data analysis show that there are obvious correlations between consumers' age and touring time，neighboring bars， love for travel experience and wine culture; occupation and ticket prices; monthly disposable income and ticket prices， spending at scenic spots， surrounding specialty hotels， specialty grape shops， love forwine drinking. According to the correlation between demographic characteristics and tourism consumer preferences， the study proposed strategies on to