MARKET SEGMENTATION OF LEISURE CULTURE: AN INVESTIGATION OF MARKET CLUSTERS IN SHANGHAI, CHINA

Yingzhi Guo ； Peng Tang ； Qin Zhang

《International Leisure Review》 7卷1期 (2018/06) Pp. 27-57

https://doi.org/10.6298/ILR.201806_7(1).0002

摘要

Based on the background of the expansion of leisure cultural market, the widespread of the reform of the supply front, and the extension of the 'Internet plus', this study analyzed the features of preferences of inhabitants in Shanghai for markets of leisure culture with the theory of Customer Satisfaction and Hierarchy of Needs. By conducting market surveys and in-depth interviews, the study further used cluster analysis to analyze the data and found that inhabitants could be divided into leisure-culture- rejecting type and leisure-culture-preferring type in terms of preferring degrees of markets of leisure culture for inhabitants in Shanghai, core-leisure-culture- focusing type and multi-leisure-focusing type in terms of markets of leisure culture factors emphasized by inhabitants in Shanghai, low-cognition type and high-cognition type in terms of inhabitants' satisfaction with leisure cognition in Shanghai. The study also put forward some suggestions and implications for the structural reform of the supply side of markets of leisure in Shanghai.

關鍵字

China ； cluster analysis ； markets of leisure culture ； market segmentation ； Shanghai