根据宗教旅游的动机进行细分:研究基督奇迹朝圣,秘鲁
Mauricio Carvache-Franco1, Otto Regalado-Pezúa2, Orly Carvache-Franco3
1Universidad Bolivariana del Ecuador, Campus Durán Km 5.5 Vía Durán Yaguachi, Durán, Ecuador.
PloS one
|May 16, 2024
概括
这项关于宗教旅游和朝圣的研究确定了关键的动机,并将游客分为"信徒"",宗教"和"被动"组. "宗教"部分显示了最高的满意度和忠诚度.
科学领域:
- 旅游管理 旅游管理
- 宗教研究是宗教研究.
- 社会学 社会学 社会学
背景情况:
- 宗教旅游,特别是朝圣,在全球旅游业中占有重要地位.
- 了解旅游动机和细分对于有效的目的地管理和营销至关重要.
- 秘鲁利马的基督奇迹的朝圣是研究宗教旅游动态的案例研究.
研究的目的:
- 确定驱动朝圣宗教旅游需求的主要动机.
- 根据确定的动机,对宗教旅游的需求进行细分.
- 分析需求部分,游客满意度和忠诚度之间的关系.
- 描述不同宗教旅游需求部分的社会人口统计资料.
主要方法:
- 采用了定量方法,在朝圣期间在现场调查了384名游客.
- 使用因子分析来确定潜在的动机维度.
- 应用K-means集群来对旅游需求进行细分.
主要成果:
- 五个关键的激励层面出现了:宗教体验,信仰体验,逃避,旅游体验和购物.
- 确定了三个不同的旅游细分:信徒 (由信仰驱动),宗教 (由宗教经验驱动) 和被动 (动机低).
- "宗教"部门的满意度和忠诚度最高.
- 在确定的需求细分市场中观察到显著的社会人口统计差异.
结论:
- 该研究提供了对宗教旅游的动机和细分的细致理解.
- 调查结果为管理宗教活动的目的地管理人员提供了可操作的见解,以提高游客体验和忠诚度.
- 该研究为有关宗教旅游和朝圣研究的学术文献提供了有价值的经验数据.
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