重庆市入境旅游市场拓展研究

发布时间：2018-03-22 19:08

本文选题：重庆市　切入点：入境旅游市场　出处：《陕西师范大学》2010年硕士论文　论文类型：学位论文

【摘要】： 作为发展最快的新兴产业之一,旅游业已成为世界各个国家和地区经济发展重要的增长点,各国、各地区都竞相发展旅游业,旅游业竞争日益激烈,提高市场份额成为世界各国各地区及所有目的地旅游业可持续发展的关键。重庆市作为我国面积最大、人口最多、最年轻的直辖市,直辖十多年来旅游业发展取得了可喜的业绩,但是与其他三大直辖市相比,差距还很大,尤其是入境旅游发展缓慢。这一现状与重庆市的经济发展和最大直辖市的地位极不相称。以重庆市入境旅游市场为研究对象,根据游客抽样调查资料和相关的统计资料,采用市场分析的相关手段,从市场规模、旅游者行为、心理偏好以及满意度等方面综合分析了重庆市入境旅游市场的总体特征,运用SSM分析方法对重庆市入境旅游客源市场结构变化进行了动态分析,并归纳出制约重庆市入境旅游市场拓展的主要因素,最后根据上述分析对重庆市入境旅游进行市场细分、目标市场定位,并提出市场拓展的具体对策。重庆市入境旅游市场的突出特征为：市场规模增长较快,在全国和西部地区的地位稳中趋升；以观光游览游客为主；旅游消费中基础性消费比例较大；游客人均天花费和平均停留时间较低；游客对山水风光类旅游资源和食品类旅游商品最感兴趣；游客对重庆市的交通设施和服务评价最差。重庆市入境旅游客源市场结构为：香港、台湾、日本、马来西亚、新加坡、美国、英国、法国以及德国是主要市场,澳大利亚、俄罗斯、加拿大和韩国是快速成长市场。重庆市的美国、香港、马来西亚和新加坡市场竞争实力较强,台湾、日本、英国和德国市场的竞争力弱且有下降趋势。从总体来看,重庆市入境旅游发展速度低于全国平均水平,入境客源市场结构优势有所下降,但入境旅游市场整体竞争力有所增强。通过对制约重庆市入境旅游市场拓展的区域经济发展水平、对外开放水平、交通、宏观政策和旅游形象五大因素的分析,结合对市场规模、特征和结构动态的研究,在对重庆市入境旅游市场从客源市场区域、人口统计特征和行为模式上进行细分的基础上,提出重庆市的入境旅游目标市场定位以及市场拓展的具体措施。将重庆市入境旅游市场定位为：①主要客源市场为香港、台湾、日本、马来西亚、新加坡、美国、英国、法国以及德国；重点客源市场为美国、香港、马来西亚和新加坡；亟待复苏客源市场为台湾、日本、英国和德国；快速成长客源市场为澳大利亚、俄罗斯、加拿大和韩国。②旅游产品功能定位以山水、文化观光旅游为基础,加快休闲、商务、会展类旅游资源及其他专项旅游产品的开发。③拓展女性市场,巩固中青年旅游市场,重视银发市场的开发,巩固观光市场,提升休闲、商务旅游市场,拓展会展旅游。市场拓展的具体对策为：①创新旅游产品,打造精品景区；②塑造鲜明旅游形象,突出“长江三峡,抗战文化”；③结合旅游市场细分,加大营销力度；④优化客源结构,拓展会展旅游；⑤提高旅游设施标准和服务质量,营造良好的旅游环境。
[Abstract]:As one of the fastest-growing new industries, tourism has become an important growth point of economic development of countries in various countries and regions in the world, all regions are competing to develop the tourism industry, the tourism industry increasingly fierce competition, increasing market share has become the key in all regions of the world and tourism destination all sustainable development. As China's Chongqing city the area is the largest, most populous, the youngest municipality directly under more than 10 years, the development of the tourism industry has made gratifying achievements, but compared with the other three municipalities, is still a big gap, especially the inbound tourism development is slow. The disproportionate economic development of this situation with the city of Chongqing and the status of the largest municipality.
The inbound tourism market in Chongqing city as the research object, according to the tourist sample survey data and related statistical data, by means of correlation analysis of the market, from the market scale, tourist behavior, psychological preference and satisfaction and other aspects of a comprehensive analysis of the general characteristics of inbound tourism market in Chongqing City, this paper uses SSM analysis method for dynamic analysis of Chongqing inbound tourism market structure changes, and summarizes the main factors restricting the development of inbound tourism market in Chongqing City, according to the analysis of Chongqing inbound tourism market segmentation, target market positioning, and put forward some specific countermeasures of market development.
To highlight the characteristics of inbound tourism market in Chongqing City: the rapid growth of market scale, in the western region and the increasing status; sightseeing tourists; tourism consumption in the proportion of basic consumption greatly; tourists average cost and the average residence time is relatively low; most tourists interested in landscape tourism resources and food tourism commodity; evaluation of tourists to Chongqing city traffic facilities and services for the worst.
The structure of inbound tourism market in Chongqing City: Hongkong, Taiwan, Japan, Malaysia, Singapore, the United States, Britain, France and Germany is the main market, Australia, Russia, Canada and South Korea is the rapid growth of the market. The city of Chongqing in America, Hongkong, Malaysia and Singapore markets more competitive, Taiwan, Japan, Britain and Germany the market competitiveness is weak and there is a downward trend. In general, the development speed of inbound tourism in Chongqing city is lower than the national average, inbound tourism market structure advantage decreased, but the inbound tourism market overall competitiveness has been enhanced.
Through analyzing the factors restricting the regional economic development level of inbound tourism market in Chongqing city to expand the level of opening up, traffic analysis, macro policy and tourism image of five factors, combined with the size of the market, study the characteristics and structure of dynamic, on the inbound tourist market in Chongqing from the regional tourism market, based on demographic characteristics and behavior patterns on the segmentation, put forward specific measures of inbound tourism market positioning and market development in Chongqing city. The Chongqing inbound tourism market positioning: main tourist market for Hongkong, Taiwan, Japan, Malaysia, Singapore, the United States, Britain, France and Germany; focus on the tourist market for the United States, Hongkong, and Malaysia Singapore; urgent resuscitation tourist market of Taiwan, Japan, Britain and Germany; the rapid growth of tourist market for Australia, Russia, Canada and South Korea. The tourism industry Product function orientation to landscape, cultural tourism as a foundation, accelerate the development of exhibition business, leisure, tourism resources and other special tourism products. The development of the female market, the consolidation of youth tourism market, attach importance to the development of the silver market, strengthen tourism market, enhance the leisure and business travel market, expand the tourism exhibition. Specific countermeasures market development: the innovation of tourism products, build quality of scenic spots; create distinctive tourism image, highlight the "Three Gorges of the Yangtze River, Japanese culture"; the combination of tourism market segmentation, increase marketing efforts; the optimization of the market structure, expand the exhibition tourism; improving the tourism facilities and service quality standards, create a good tourism environment.

【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F592.7;F224

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