| Market segmenting is necessary result of cutthroat competition between tourism enterprises.With reform and opening in China,Middle class appeared.Despite now the quantity is small,Chinese middle class will grow to major class .Also,the class is the leader in consumption. So,Sociologist begin to study on the class,and industries also begin to develop product for the class.Tour is an important part of their lives ,it is important to study their tourism needs,which is helpful for tourism enterprise to develop seasonable product and take necessary marketing measures.The paper consists of four chapters.Chapter one introduce and evaluate the study on source of travelers from geography,psychology and economicsChapter two introduce the status and characteristics of Chinese middle class.First of all,the author define the concept of middle class ,then introduce the status of Chinese middle class,finally summarize six characteristics of them,which is the base on analyze tourism needs of Chinese middle class.Chapter three analyze tourism needs of Chinese middle class.First the author define the concept of tourism need and cite several affecting factors. And suppose that there are difference in tourism needs between middle class and other class.On the base of study on Shenzhen middle class,the author do comparative analy on tourism need between middle class and other class and summarize characteristics of tourism needs of Chinese middle class:Tourism attitude is more positive;Relaxing,enlarging view,looking for adventure are their major tour motivation ; relaxing resort ,rude and sevage land are preferred; Like traveling with family or friends;Like driving a car when traveling;Hotel with unique feature is preferred; Tourism need takes on price rigidity;Entertainment and shopping bulk large.Chapter four is crucial part of the paper.On the basic of chapter three ,the author put forward to marketing measures respectively in product,price and... |
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