Research on Chinese Religious Tourism-Market Segmentation Based on Tourism Motivation

This paper explores the religion of the Chinese people. Pragmatism and conscience rationality are two religious characteristics of Chinese people.The two religious characteristics induce such two basic religious tourism motives as God asylum and soul conversion.By using Chinese religious tourism motivation as the segmentation base,the study conducts a research on the market segmentation in Chinese religious tourism market,and comes up with four market segments.The result provides the important basis for the management to develop religious tourism market and carry on accurate market positioning.