潜在需求市场细分的藏传佛教文化旅游体验研究

体验经济时代,大众观光游越来越难以满足市场需求,突出个性、参与性、文化性、功能性的旅游体验活动受到广泛欢迎.藏传佛教文化内涵丰富、底蕴深厚,尤为适于作为旅游体验活动项目.本文以具有潜在需求细分的藏传佛教文化旅游市场为目标,对藏区旅游消费者现实需要进行了调研,依据“市场细分”和“潜在需求”理论对调研数据进行了分析,依据旅游体验的思想,对藏传佛教文化旅游体验活动项目进行了设计,提出了藏传佛教寻宗探祖游、藏传佛教文化修学游、藏传佛教医疗保健游、藏传佛教艺术观赏游、藏传佛教节庆游等高端、专项旅游活动的设想.

The Research on Potential Demands for Market Segmentation of Tibetan Buddhism Cultural Tourism Experience

The form and content of tourism consumption has been changing in the time of experience economy.Increasingly,it is difficult for common going sightseeing to satisfy with market requirement,on the contrary,tour experience activities,highlighting feature,participation,culture and function are popular with consumers.Tibetan Buddhism culture is very suitable for the tour experience activities due to rich connotation and details.In order to segment potential culture tourism market of Tibetan Buddhsim,the potential needs of consumers were surveyed and the data and results were analyzed and discussed from the theory of market segmentation and potential demands.The culture tourism experience activities of Tibetan Buddhism were designed and the advanced special tourism programs,such as ancestor-tracing tour,culture and study tour,living experience tour,medicine and fitness tour,artistic appreciation tour,and festival worship tour,were proposed.