多源数据下山东滨海休闲渔业消费行为与市场细分研究

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中图分类号：F326.4 文献标志码：A 文章编号：1004—6755（2026）04—0114—09

Research on consumption behavior and market segmentation of coastal recreational fisheries in Shandong based on multi-source data*

LI Jiapeng1，CHEN Zhibing1，JIAO Jinghan² （1.WeihaiOceanVocationalColege，Weihai2642oo，China；2.ShandongAluminumVocationalColege，Weihai2642oo，China）

Abstract：This study focuses on the consumption behavior and market structure of coastal recreational fisheries in Shandong Province integrates macro一statistical data with user-generated online content to construct a multi-source data analysis framework. Data from statistical yearbooks from 2019 to 2023，along with tourist reviews and behavioral data from mainstream online platforms，were collected and analyzed using methods such as Latent Dirichlet Allocation （LDA） topic modeling，an improved RFM customer segmentation model， text sentiment analysis，and spatial kernel density estimation. The results indicate that coastal recreational fisheries in Shandong Province encompass four core consumption themes： fishing village dining experiences，marine ranch tourism， recreational fishing， and fishing culture research，with the latter receiving the highest tourist satisfaction. Consumers were categorized into four distinct groups： high-value deep-engagement users， high-potential experiential users，general trend—folowing tourists，and low-engagement marginal users，each demonstrating significant differences in value contribution and behavioral patterns. Consumption preferences exhibit a temporal evolution from basic dining experiences toward deeper experiential activities，while spatially，three distinct agglomeration clusters have formed： a comprehensive cluster in Qingdao，a fishing一dominated cluster in Weihai，and a culture一focused cluster in Yantai. This research validates the efectiveness of multi-source data integration in revealing the micro一mechanisms of consumption behavior，providing a basis for industrial upgrading and precision marketing.

Key words：multi-source data fusion; recreational fisheries; consumption behavior; market segmentation；spatio-temporal evolution

休闲渔业作为连接传统渔业与现代服务业的重要纽带，是实现渔业产业结构调整、推动海洋经济高质量发展与促进渔民增收致富的关键路径[]。（剩余8907字）