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Study of lifestyle segmentation based on Shanghai urban tourist behavior

Author: WeiQiZuo
Tutor: ZhuLiXin
School: Shanghai Normal University
Course: Tourism Management
Keywords: Lifestyle Urban tourism Tourist behavior Shanghai
CLC: F592.7
Type: Master's thesis
Year: 2012
Downloads: 150
Quote: 0
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Abstract


Since1997, Shanghai has set " urban tourism" as the city of Shanghaitourism characteristic localization, Shanghai has various of landmarksand neighborhoods, a high standard of Museum, facilities of the citysquare, and is also rich in goods shopping center, without showing theadvantages of development of Shanghai city tourism be richlyendowed by nature. However, urban tourism has gradually in theprocess of development, some problems also to exposure, cannotaccurate localization of tourists and targeted marketing differentiationinto urban tourism development shackles.In the past many market segments may only study on one or a fewdifference problem, we need a more detailed way to distinguishbetween tourists and difference study.This paper employs the theory of normative research and empiricalanalysis of the method of combining, firstly the research backgroundwere discussed, and then the way of life and the theory of touristbehavior theory to undertake a review of related literature discussion,previous research that experience, is the study important theory support.At the same time, the article also on Shanghai urban tourismdevelopment present situation has carried on the analysis, to undertakethe above research background, and to provide a realistic basis forresearch.The main part of this paper is that since Shanghai urban tourism asthe research object, interviews and questionnaires, according to theresults of a questionnaire, using SPSS software for factor analysis, clusteranalysis and variance analysis, the future of Shanghai urban tourismaccording to the way of life is subdivided into discrete consumer oftourists, tourists, follow the fashion trend tourists and unique tourist fourcategories, specific elaborated these four types of tourists in the demographic characteristics and tourist behavior of some common,and the most important results, i.e. different lifestyle segments of thetourists in the tourist behavior respect existence difference, and weremade in Shanghai urban tourism the undifferentiated marketing andaccording to the way of life of different categories of differentiatedmarketing strategy.The innovation of this paper lies in, lifestyle segmentation methodapplied to the tourist subdivision, tourists are divided into four categories,and carries on the contrast analysis.In addition, the last article on the study of the defects anddeficiencies of explain.

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