波羅的海周邊島嶼的目標(biāo)市場定位

波羅的海周邊島嶼的目標(biāo)市場定位——基于一種靈活的市場細分方法分析博恩霍爾姆就是這樣的一個島嶼，位于波羅的海，居住著45000人，以傳統(tǒng)旅游為主。每年有50萬游客被這島嶼的海灘、農(nóng)場和自然風(fēng)景所吸引。95%的觀光客通過丹麥、德國和瑞典這三個國家的航班抵達這個小島。通常，旅游營銷專家認(rèn)為一個以旅游為目的的小島會因旅游發(fā)展的成熟而導(dǎo)致環(huán)境的惡化。減少對住宿和景點的投資，在幾年內(nèi)保持最佳的旅客總?cè)藬?shù)、入住率和日均參觀人數(shù)。目前，這個島嶼的景點大約可從當(dāng)?shù)卣@得280萬美元（394，000達喀爾）用于旅游策劃和市場推廣。波羅海的外部區(qū)域相對于營銷人員和研究人員是具有重要意義。首先，本研究強調(diào)的是一種方法論，用這個可以評估其它景點的相對優(yōu)勢和劣勢，以服務(wù)于其它景點的市場細分。要針對不同的游客進行定期評估，描繪ROI線以研究發(fā)現(xiàn)客戶的需求并提供優(yōu)惠。其次，本研究以民族作為細分的相關(guān)變量。不久的將來會迎來世界會球化，國家的文化效應(yīng)帶來的問題將超過社會經(jīng)濟和生活方式的因素的問題。1.市場細分的相關(guān)理論Botha，Crompton和Kim(1999)主張以地區(qū)為主的營銷理念，以游客心中的所想的為出發(fā)點，加強主要服務(wù)功能，而不是在以發(fā)展的營銷計劃的基礎(chǔ)上，以景區(qū)提供的服務(wù)為出發(fā)點。雖然這樣做會被認(rèn)為是一種過度推銷的方法，但是RiesandTrout(1982)發(fā)展改變我們思想會是一項極其困難的任務(wù)。這使得利用人們已經(jīng)存在的思想更容易(p.193)。因此，這就變成對已存在思想的優(yōu)缺點的識別，并以此進行營銷，這樣可以減少對游客的態(tài)度和行為改變，滿足他們期望并獲得認(rèn)同。這就意味著市場定位的細分過程是以正確的細分游客為目的。市場細分運用在旅游方面已經(jīng)得到公認(rèn)，并被認(rèn)為十分的管用(Kastenholtz,Davis,&Paul,1999;Kotler,Bowen,&Makens,1998;Cha,McCleary,&Uysal,1995)。以市場細分的標(biāo)準(zhǔn)劃分的鮮明性和共識性，還包括心理、地理、人口和行為特征等因素。一旦確定，將會以確定每塊的吸引力、選擇目標(biāo)細分市場和發(fā)展合適職位這三混合變量，以達到實現(xiàn)目標(biāo)期望(Kotleretal.,1998)。這種細分市場的方法可以使景點經(jīng)銷商通過有效的分配現(xiàn)有的資源吸引和留住原有旅游者。Dann(1993)提出了一些界定旅游市場的產(chǎn)生和接收群體的市場細分方法。其中最主要的市場細分變量是民族、社會層次和旅游的角色，具有民族性是最具爭議(Pizam&Sussmann,1995)。對相對有爭論的中心民族為市場細分變量，確定它在全球化的趨勢下，文化同質(zhì)化和分化是否有長期性。Wishard(1999)假定在經(jīng)濟收斂過程中，與歐洲聯(lián)盟（歐盟）的形成只有一小部分的關(guān)聯(lián)。而不是假定在營銷策略的創(chuàng)新的基礎(chǔ)上，論證地理或政治的關(guān)聯(lián)性變小，Wishard認(rèn)為社會經(jīng)濟、生活方式和環(huán)境因素具有密切聯(lián)系，應(yīng)被當(dāng)作一個整體來考慮。但是許多研究者對這個論點有爭議，認(rèn)識歐盟是一個同質(zhì)化的歐洲社會。這似乎是在支持跨文化研究者，消費者的消費模式、價值觀和生活方式有顯著的差別(Wierenga,Pruyn,&Waarts,1996)。這個研究的變量是國籍、家庭收入、教育程度、年齡、旅游聚會成分和旅行目的，這將取代對預(yù)期游客、游客滿意度和多次旅游率的市場細分變量。我們主張的是市場細分和定位的目標(biāo)是確定在一個現(xiàn)有的細分市場中，發(fā)現(xiàn)最具潛力的客戶，并培育和迎合他們。在丹麥的大多數(shù)地區(qū)，都用這樣的一個靈活的探索方法只是統(tǒng)計游客曲線圖，去證明收集到的數(shù)據(jù)的可用性。本研究的目的是識別來博恩霍爾姆島的細分市場和更好地了解在參觀島時對旅客的滿意度、提供價值和影響力。最終，我們希望這一研究將有助于旅游策劃者和營銷人才的培養(yǎng)，他們及時的滿足目標(biāo)市場的需要。2.調(diào)查方法本研究的研究獲得的二手?jǐn)?shù)據(jù)資料是從1995年～1997年到丹麥博恩霍爾姆的游客問卷調(diào)查。在這一年，研究人員隨機調(diào)查了到小島的1500位游客。游客的響應(yīng)度相當(dāng)高，平均為95%。一般有渡輪上載娛樂最低，如填寫調(diào)查乘客普遍歡迎改道。這項調(diào)查是在四個不同的語言版本，一般需時約五分鐘才能完成。在調(diào)查問題的設(shè)計，以確定游客的來源國，社會經(jīng)濟特點，行程目的，住宿使用，支出，評價旅游服務(wù)，以及重復(fù)探視措施的可能性。受訪的4004組成的數(shù)據(jù)庫提供了一種手段在其中定義的細分市場，并估計在確保他們的目的地重復(fù)探視的相對優(yōu)勢和弱點。需要重視這項研究的是游客普遍的評價——“博恩霍爾姆作為假期和娛樂目的地”，以及游客在“物有所值“的問題上關(guān)注，這些都曾發(fā)生在博恩霍爾姆島上對游客的訪問。沿著五點量表測量探討不久的將來游客到博恩霍爾姆島的可能性。此外，主要變量是每人每天的支出、旅行團中成年人和兒童的數(shù)量。本研究以假期旅游目的地為目標(biāo)，每人每天花費在島上的價值評估，以及作為因變量重復(fù)訪問的可能性。結(jié)論總之，這三種型號顯示了四個因變量的解釋隨著變異量的增加而增加。因此，模型1包括原產(chǎn)國（在這種情況下，與丹麥，德國和瑞典的對比）解釋了其本身就是一個重要的變化量。包括原籍國和人口變量和社會經(jīng)濟變量這三個變量，在Model2中添加了一個變異解釋量有助于解釋。此外，在收益模式Model3中解釋變異也取得了顯著的，包括前面提到的“旅游的作用”這個變量。在這一點上，Nagelkerke的R平方測量的模型，充分地解釋力了，4%的“博恩霍爾姆游客作為節(jié)日和休閑目的地評價”的問題的評價，29%的“每人每天花了多少錢”問題評價，34%的“物有所值“的問題的評價，32%的“回歸博恩霍爾姆可能性”。因此，完整的Model3中作為因變量的方差解釋充其量是66%。因此，新的研究應(yīng)該包含變量以外研究，包括當(dāng)前的研究。最后，應(yīng)該注意到，Block3（旅游角色）也影響了在不久的將來再次游玩博恩霍爾姆島的可能性。參照組團旅游的游客，獨自旅行的表現(xiàn)出消極的態(tài)度。這些團體中的表現(xiàn)從37%～51%的賠率相對效果顯著減少。與此相反，Purpose4（假日/探親訪友或家庭）和Purpose5（探親訪友或家庭獨資）顯示了在10%～15%之間的影響。因此，旅游的行為上表現(xiàn)突出的回報率受到博恩霍爾姆島的獨特和重要的影響。相對于單獨旅行的游客，組團參加的游客不太可能再來游玩。當(dāng)游客看到在博恩霍爾姆游玩的家人和朋友，他們極有可能于近期到游玩博恩霍爾姆島。4.建議“價值”就是能給游客他們想要的東西，以此定義它是將其當(dāng)成實現(xiàn)營銷者目的的試金石。但只有當(dāng)它作為是一個精心選擇和設(shè)計的適合自己的目標(biāo)市場時，并以此策劃和服務(wù)來達到預(yù)期。在這個例子中，探討了細分市場在嚴(yán)峻的兩難局面，分析揭示了其中的“旅游營銷細分市場”最滿意，“物有所值”和“最重復(fù)的概率”是相同的。市場上最典型的一天是每人每段游客滿意度最低，報道的是金錢的價值和可能性的重復(fù)的訪問。這些研究結(jié)果表明，需要另外的研究來確定潛在因素的不滿和價值貧乏的訪客報道在更高的支出的細分市場。對于這個波羅的海地區(qū)的研究之外，可以說是本研究的最有啟發(fā)性的發(fā)現(xiàn)是，最考慮因素之間的高低的消費者是本地居民，游客游客滿意度和重復(fù)惠顧受歧視的相關(guān)性小。此外，在這組數(shù)據(jù)，國籍被證明是一個比家庭收入、教育程度、年齡、旅游和旅行的目的更大的影響。雖然我們同Dann（1993年）和其他研究者一致認(rèn)為，在全球化和國內(nèi)文化多樣性的背景下，影響可以少建一個比國籍有用。這項研究的結(jié)果表明，它是不太成熟的下降完全建構(gòu)。而實際的情況是，沒有社會、經(jīng)濟和生活方式的作用可以適用于所有的研究。相反，研究人員應(yīng)該利用自己的所有分析方法和確定的因素分析和探討特殊情況。PositioninganislanddestinationintheperipheralareaoftheBaltics:aflexibleapproachtomarketsegmentationBornholmisonesuchdestination.BornholmisanislandintheBalticSeainhabitedby45,000peopleandoneofthemoretraditionaltourismdestinationsinDenmark.Anestimated500,000peoplevisittheislandeachyearmainlyforitsbeaches,natureandpicturesquefishingvillagesandfarmsthatdottheisland.Danes,GermansandSwedesmakeup95percentofalltheislandvisitors,andaccesstheislandbyferriesandcommercialairflights.Thegeneralconsensusoftourismmarketingspecialistsisthattheislandasatouristdestinationisinamaturestageofitsdevelopmentnotsomuchbecauseofenvironmentaldegradation(theoppositeistrue),butbecausevisitorarrivals,occupancyratesandaveragedailyrateshaveatbestbeenflatforseveralyearswhichinturnhascontributedtodeclininginvestmentsinlodgingandattractions.Currentlytheisland'sdestinationmarketingorganizationreceivesapproximately2.8millionDKr(US$394,000)annuallyfromthegovernmentandlocalindustryfortourismplanningandmarketingpurposes.TheimplicationsofthisresearchtotourismmarketersandresearchersoutsidethisregionoftheBalticaretwofold.First,theresearchhighlightsamethodologyotherdestinationscanusetoassesstheirrelativestrengthsandweaknessesinresearchingandservingpreferredmarketsegments.Notallgroupsoftouristsarealikeanditisimportanttoperiodicallyassesswhichsegmentsprovidethegreatestreturn-on-investmentsandwhosedestination'sprovidevalueandgaintheirrepeatpatronage.Secondly,thisresearchcontributestothedebateastotherelevanceofusingnationalityasasegmentationvariable.Inaworldthatisquickly‘‘Globalizing,’’theutilityofnationalculture—whencomparedtoothersocio-economicandlifestylevariables—forsegmentationpurposesisoftenbroughtintoquestion.1.TheconceptsofpositioningandmarketsegmentationBotha,Crompton,andKim(1999)introducedtourismmarketerstotheconceptofpositioningadestination.Theycontendthatinsteadofdevelopingamarketingplanbaseduponwhattourismmarketersbelievethedestinationhastooffer,thestartingpointistoidentifywhatexistsinthemindsofvisitorsandreinforcethesekeyfeaturesintheirminds.Thoughsuchanapproachcanbecriticizedasanoverlyreactiveapproachtomarketing,RiesandTrout(1982)noted,“Changingmindsinourover-communicatedsocietyisanextremelydifficulttask.Itismucheasiertoworkwithwhatisalreadythere”(p.193).Hencethetaskistoidentifytheareasofexistingstrengthsandweaknessesandactonthem,andavoidthedifficultandexpensivetaskofchangingvisitorprospectsattitudesandbehaviors.Thepositioningprocessalsoimpliesasegmentationprocesswhereadestinationtargetstherightkindofvisitor.Marketsegmentationhaslongbeenrecognizedasausefultechniqueinthetourismliterature(Kastenholtz,Davis,&Paul,1999;Kotler,Bowen,&Makens,1998;Cha,McCleary,&Uysal,1995).Marketsegmentationinvolvesdividingthemarketintodistinctandhomogenousgroupsintermsofgeographic,socio-demographic,psychographicand/orbehavioralcharacteristics.Oncedefined,therefollowsaprocessofascertainingeachsegment'sattractiveness,selectionofthetargetsegment(s)anddevelopingtheappropriatepositionsupportedbyappropriatemarketingmixvariablestoreachandinfluenceprospects(Kotleretal.,1998).Theapproachallowstourismmarketerstoefficientlyallocatescarceresourcestowardsattractingandretainingpreferredtouristsegments.Dann(1993)hassuggestedseveralapproachestodefiningmarketsegmentsinbothtouristgeneratingandreceivingcommunities.Chiefamongthemarenationality,socialclassandtouristrole,withnationalitybeingthemostcontroversialsegmentationvariabletoinclude(Pizam&Sussmann,1995).Thedebateastotherelevanceofnationalityformarketsegmentationpurposescentersontheissueastowhetherornotthereisalong-termglobaltrendtowardshomogenizationordifferentiationincultures.Wishard(1999)haspostulatedthattheprocessofeconomicconvergenceassociatedwiththeformationoftheEuropeanUnion(EU)hasmadenationalityalessthanusefulsegmentationconstruct.Insteadofcreatingamarketingstrategybaseduponincreasinglyirrelevantgeographicorpoliticalborders,Wishardarguesthatahostofothersocio-economic,lifestyleandsituationalfactorsgermanetotheregionasawholeshouldbeconsidered.However,manyresearchershavedisputedthisargumentaswishfulthinking,statingthattheEUisnotproducingonehomogenousEuropeansociety.Thisseemstobesupportedbycross-culturalstudies,whichhaveshownsignificantdifferencesinconsumerspendingpatterns,valuesandlifestylesamongEUcountries(Wierenga,Pruyn,&Waarts,1996).Thoughitwasnottheintentofthisstudytofocussolelyonthisissue,byincludingnationalityintheanalysis,thisstudyprovidesinsightsrelativetotheconvergence–divergencedebate.Nationality,householdincome,education,age,travelpartycompositionandtrippurposeswereselectedastheindependentvariablesforthissegmentationstudy.Thesealternativeapproachestomarketsegmentationweretestedfortheirabilitytopredictvisitorspendingpatterns,visitorsatisfactionandprobabilitytorepeatvisitationmeasures.Wecontendthatthepointofmarketsegmentationandpositioningistoidentifywithinanexistingmarketthemarketsegmentsthatbestmaximizevaluetothedestinationandfind,nurtureandcatertothem.Suchaflexibleexploratoryapproachcanonlybepursuedwiththeavailabilityoflargerepresentativedatasetsthatprofilevisitorstoanareaandtheuseofmultivariatestatisticaltechniques.DatabasesofthisnaturecurrentlyexistinmostregionsofDenmark.Thepurposeofthisstudywasto(1)identifytheimportantmarketsegmentscurrentlycomingtotheislandofBornholmand(2)betterunderstandthedestination'srelativeabilitytosatisfy,providevalueandinfluencevisitorstovisittheislandagain.Ultimately,itishopedthatthisinformationwillhelptourismplannersandmarketingprofessionalstodevelopoffersbetteradaptedtotheneedsoftheirtargetmarkets.Furthermore,itishopedthatthetechniqueitselfprovesusefulinothertourismdestinationsattemptingtobetterunderstandtheirpositioninthemarketplace.2.MethodThedataforthestudywassecondarydataobtainedfromthe1995through1997SurveyofVisitorstoBornholm,Denmark.Throughouttheyear,trainedresearcherssurveyedover1500visitorpartiestotheislandafterdepartureonrandomlyselectedferriesonrandomlyselecteddays.Theresponseratesweregenerallyquitehigh,averaging95percent,duemainlytotheinterpersonalskillsoftheresearchersandthefactthatferriesgenerallyhavetheminimumofon-boardentertainmentandpassengersaregenerallyopentodiversionssuchasfillingoutsurveys.Thesurveyisavailableinfourdifferentlanguagesandgenerallytakesabout5mintocomplete.Questionsinthesurveyaredesignedtoascertainvisitors’countryoforigin,socio-economiccharacteristics,trippurposes,lodginguse,expenditures,evaluationoftourismservices,andprobabilityofrepeatvisitationmeasures.Thedatabasecomposedof4004respondentsprovidedameansinwhichtodefinemarketsegmentsandestimatethedestinationsrelativestrengthsandweaknessesinsecuringtheirrepeatvisitation.Ofparticularimportancetothisstudywastheinformationgatheredonthevisitors’evaluationsof“Bornholmasadestinationforholidaysandrecreation”,andhowthevisitorsevaluatedtheissueof“valueformoney”regardingtheplaceatwhichtheyhadstayedduringthevisitstoBornholm.Responseswererecordedalongafive-pointscalewherefiveequalsexcellentandoneequalspoor.QuestionsalsoprobedthelikelihoodofrespondentsvisitingBornholminthenearfutureasmeasuredalongafive-pointscalefromcertaintocertainlynot.Inaddition,expendituresperpersonperdaycouldbederivedfromresponsestolengthofstay,totalexpendituresandnumberofadultsandchildreninthetravelparty.ThepresentstudyusedtheevaluationsofBornholmasadestinationforholidays,theamountofmoneyspentperpersonperday,theevaluationofvalueformoney,andtheprobabilityofrepeatvisitsasdependentvariables.Datawereanalyzedbymultiplelogisticregressiontoassesstheeffectsoftheindependenteffectsofeachvariableonthedependentoutcomevariables.Thestatisticaltechniqueprovidedameanstotesttheabilityofseveralcompetingvariablestodiscriminatebetweenoutcomevariablessimultaneouslyaswellastoexploretheirinteractionwithoneanother.Theresponsestothedependentvariablesweredichotomized.Forthevariables“Bornholmasadestinationforholidays”,andthe“Overallvalueformoney”,thecategoryof“Excellent”wasusedasthepositivegroup,andtheremainingcategoriesasthereluctant,negativeorleastsatisfiedgroup.Thevariable“Moneyspentperpersonperday”wasalsodichotomized,usingtheupperthirdasthehighspendinggroup,andtherestasthelowspendinggroup.Thevariable“ProbabilityofreturningtoBornholminnearfuture”,wasalsodichotomized,usingthecategory“Certain”asthepositivegroup,andtheremainingcategoriesastheuncertainandnegativegroups.TheapproachisconsistentwithNoe(1998)andHeskett,Sasser,andSchlesinger's(1997)contentionthatonafive-pointscale,itisthecustomerswhorecordthe‘highfivesofsatisfaction’thatmattersincetheyconstituteafirm'smostprofitablecustomersduetotheirrepeatvisitsandlikelihoodofrecommendingthefirmtoothers.3.ResultsInsum,allthreemodelsgavesignificantincreaseintheamountofexplainedvarianceinallofthefourdependentvariables.Thus,Model1includingsolelycountryoforigin(inthiscasethecontrastsbetweenDenmark,GermanyandSweden)explainsasignificantamountofvariancebyitself.Whenincludingboththecountryoforiginvariablesandthedemographicandsocio-economicvariables,Model2addedasignificantincreaseintheamountofexplainedvariance.Moreover,asignificantgaininexplainedvariancewasalsoachievedinModel3byincludingalsotouristrolevariablesamongpredictorsmentionedpreviously.Atthispoint,theexplanatorypowerofthemodelsasmeasuredbyNagelkerke'sRsq,wasstillmodesttomoderate,rangingfrom4percentintheissuesof“thevisitorsevaluationofBornholmasadestinationforholidaysandrecreation”,29percentforinformationon“amountofmoneyspentperpersonperday”,34percentfortheevaluationoftheissueof“valueformoney”,and32percentforthe“PossibilityofreturningtoBornholm”.Thus,thefullmodel(Model3)leavesatbest66percentofthevarianceinthedependentvariablesasunexplained.Thus,newstudiesshouldincludevariablesotherthanthoseincludedinthepresentstudy.AtlastitshouldbenoticedthatBlock3(touristrole)alsoinfluencedthepronouncedlikelihoodofreturningtoBornholminthenearfuture.Negativeattitudeswerefoundforalltypesoftravelingpartycompositionscomparedtothereferencegroupofvisitorstravelingalone.Thesegroupsshowedsignificantreductionsinrelativeeffectsontheoddsrangingfrom51to37percent.Contrarytothis,Purpose4(holidays/visitingfriendsorfamily)andPurpose5(visitingfriendsorfamilysolely)showedasignificantincreaseineffectsontheoddsby634and1139percent,respectively,whichwerethestrongesteffectsseeninthisstudy.Thus,touristrolesshoweduniqueandsignificanteffectsonthepronouncedprobabilityofreturnstoBornholminthenearfuture.Alltravelingpartycompositionswerelesslikelytoreturn,comparedtothereferencegroupofvisitorstravelingalone.VisitorsgoingtoseefamilyandfriendsatBornholm,maybeincludingsomeholidays,weredefinitelylikelytoreturninthenearfuture.Theseobservedrelationshipswereuniqueandsignificantwhencontrollingfornationalityanddemographic/socio-economicvariables.4.Discussion“Value”,theabilitytogivevisitorswhattheywantanddenominatingittoenrichacommunity'sstakeholdersisatouchstoneofmoderndestinationmarketingpractices.Butonlyifitwasaseasyascarefullyselectingone'stargetmarketsanddesigningstrategiesinwhichtoreachandservethem.InthecaseoftheislandofBornholm,theanalysisrevealedacriticaldilemmafortourismmarketerswherethemarketsegmentsthatreportthemostsatisfaction,