文献类型：期刊文献

中文题名：非物质文化遗产游憩者动机及其市场细分研究

英文题名：Study on the Motivation of Intangible Cultural Heritage Recreational Visitors and Its Market Segmentation

作者：孙梦阳[1];石美玉[1]

第一作者：孙梦阳

机构：[1]北京联合大学旅游学院

第一机构：北京联合大学旅游学院

年份：2012

期号：12

起止页码：95-102

中文期刊名：旅游学刊

外文期刊名：Tourism Tribune

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;社科基金资助期刊;CSSCI:【CSSCI2012_2013】；

基金：北京市旅游局2009年项目资助(2009-016)~~

语种：中文

中文关键词：非物质文化遗产;游憩者动机;游憩者市场细分

外文关键词：intangible cultural heritage; recreational visitors＇ motives; market segmentation of recreational visitors

摘要：非物质文化遗产具有传承文明和记载历史的作用,同时也具有游憩利用与开发的价值。研究发现,追求审美与历史价值、文化价值和教育价值是非物质文化遗产游憩者的3大动机。以游憩者的人口统计学特征和动机为细分变量,将非物质文化遗产游憩者分为小康文化型、经济求知型和平稳审美型3种类型。非物质文化遗产所在地域内外游憩者动机及决策偏好存在差异,所在地域内的本地居民在非遗的3个游憩动机方面的感知与诉求明显高于地域外的游客。这些结论为非物质文化遗产资源利用中的市场细分和针对不同区域文化背景游憩者的市场开发和促销推广提供了思路。
Intangible cultural heritage has the function of inheriting civilization and recording history as well as use for recreation and value for development. The study finds that pursuit for aesthetic sense and historical value, cultural value and educational value are three motives for recreational visitors. The paper, based on the demographic characteristics and visitors＇ motives as segmentation variables, divides the visitors into 3 types ： well-off culture-seeking type, economical knowledge-seeking type and stable aesthetic type. There exist differences in terms of visitors＇ motives and decision-making preference in and out of heritage sites. Local residents have significantly higher perception and request in terms of three recreative motives than visitors from other places. The conclusion provides train of thoughts for market segmentation of recreational visitors with different regional cultural background and promotion in the utilization of intangible cultural heritage resources.