Research on Optimal Strategy of Market Segmentation and Product Development of Rural Tourism Based on Cluster Analysis

Segmentation of the complex and huge rural tourism market can provide rural tourism operators and local governments with better guidance on the direction of market-oriented construction and promote the healthy development of rural tourism. This paper segments the rural tourism market through factor analysis and cluster analysis. On the factor analysis method, determine its analysis steps, and calculate each factor score and obtain the comprehensive evaluation index function, establish the mathematical model of factor analysis, and construct the factor loading matrix. Improve the K-Means clustering algorithm by using the lion group optimization algorithm, design the fitness function based on the Euclidean distance, determine the optimal clustering center, and solve the problem of sensitive initial clustering center. Motivational factor and cluster analysis was carried out on rural tourists, and four types of rural tourist clusters were successfully distinguished (P<0.001) based on five factors of child education, leisure and relaxation, social interaction, entertainment and excitement, and exploration for newness (P<0.001), which had a cumulative variance explained rate of 73.49%, namely, family education type, leisure and relaxation, exploration and entertainment, and fully active type. There were significant differences (P<0.05) between different types of rural tourists in various aspects such as travel motivation, information collection patterns, post-purchase evaluation and post-purchase behavioral differences.