宜兴市旅游客源市场结构研究
发布时间：2018-09-08 18:00
【摘要】：我国旅游业现阶段正处于从以观光旅游为主,向观光、休闲度假、专项旅游发展并重的时期,未来十年内,我国有可能形成具有一定规模和水平的旅游度假市场。位于苏南地区的宜兴市旅游资源丰富、地理区位优越,具有发展休闲度假旅游得天独厚的优势。但是,近年来长三角内部诸多旅游目的地竞争日益激烈,起步较晚的宜兴不敌强劲的对手,属长三角都市圈旅游地中发展较为滞后的城市。旅游客源市场是旅游业发展的关键因素,在当今激烈的旅游市场竞争中,旅游业发展成功与否主要取决于客源市场的可靠度,对旅游客源市场的研究是旅游目的地进行旅游开发并保证一定质量和数量的旅游客源的基础。因此,本文以宜兴市旅游客源市场为研究对象,在数据资料收集、问卷调查和访谈调查的基础上,结合旅游地理学理论、旅游市场学理论和旅游者行为学理论等,运用定性、定量分析方法和对宜兴旅游客源市场结构特征进行分析,找出其问题所在并提出相应优化建议,以期可以为宜兴旅游业的突破发展提供科学依据。本文从客源市场规模变化和年际变化两方面分析了宜兴客源市场时间结构特征；通过地理集中指数、客源吸引半径和空间距离累计曲线等指标和模型分析了宜兴客源市场空间结构整体特征和空间距离分异特征；结合游客出游方式、出游动机和游程结构分析了游客的消费水平和消费结构特征。通过数据分析发现,宜兴旅游客源市场结构目前存在的问题主要有海外客源市场发展动力不足,市场份额占比低；客源市场集中率高,过度依赖本省市场,中远程客源市场空缺；游客消费水平低,消费内容单一。在上述分析的基础上,本文提出了宜兴旅游客源市场结构优化建议：准确定位目标市场,优化客源地域结构；进行市场细分,找到优势市场；调整旅游产品结构,丰富旅游产品体系,延长产业链,以调整旅游者消费结构；加强区域合作,实现整合营销、联合共赢；强化营销,提高社会认知度。
[Abstract]:The tourism industry of our country is in the period of developing from sightseeing mainly to sightseeing, leisure vacation and special tourism. In the next ten years, it is possible to form a tourism holiday market with a certain scale and level in our country. Located in southern Jiangsu, Yixing is rich in tourism resources and superior in geographical location, which has the unique advantage of developing leisure vacation tourism. However, in recent years, the competition among many tourist destinations in the Yangtze River Delta has become increasingly fierce, and Yixing, which started late, is a lagging city in the tourist destination of the Yangtze River Delta Metropolitan Circle. Tourist market is the key factor of tourism development. In today's fierce tourism market competition, the success of tourism development mainly depends on the reliability of tourist market. The study of tourist source market is the basis of tourism development and guarantee of certain quality and quantity. Therefore, based on the data collection, questionnaire survey and interview investigation, this paper takes the tourist market of Yixing as the research object, combines the theory of tourism geography, the theory of tourism market and the theory of tourist behavior, and applies qualitative analysis. The quantitative analysis method and the structural characteristics of Yixing tourist source market are analyzed to find out its problems and put forward corresponding optimization suggestions in order to provide scientific basis for the breakthrough and development of Yixing tourism industry. This paper analyzes the time structure characteristics of Yixing tourist market from the aspects of scale change and interannual change of tourist market, and analyzes the characteristics of the time structure of Yixing tourist market by means of geographical concentration index. This paper analyzes the overall characteristics of the spatial structure of Yixing tourist market and the characteristics of spatial distance differentiation, combining with the tourist travel mode, the index and model of the cumulative curve of tourist attraction radius and spatial distance are analyzed, and the characteristics of spatial structure and spatial distance differentiation of Yixing tourist market are analyzed. Travel motivation and itinerary structure analyze the consumption level and consumption structure characteristics of tourists. Through the analysis of data, it is found that the main problems existing in the structure of Yixing tourist market at present are insufficient power of overseas tourist market development, low market share, high concentration rate of tourist market, and excessive dependence on local market. The middle-long-distance tourist market is vacant, the tourist consumption level is low, the consumption content is single. On the basis of the above analysis, this paper puts forward some suggestions for optimizing the structure of tourist market in Yixing: to locate the target market accurately, to optimize the regional structure of tourist source, to subdivide the market, to find the dominant market, to adjust the structure of tourism products, Enrich the tourism product system, prolong the industry chain, adjust the tourist consumption structure, strengthen the regional cooperation, realize the integration marketing, combine the win-win situation, strengthen the marketing, improve the social cognition.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7
，
本文编号：2231273
[Abstract]:The tourism industry of our country is in the period of developing from sightseeing mainly to sightseeing, leisure vacation and special tourism. In the next ten years, it is possible to form a tourism holiday market with a certain scale and level in our country. Located in southern Jiangsu, Yixing is rich in tourism resources and superior in geographical location, which has the unique advantage of developing leisure vacation tourism. However, in recent years, the competition among many tourist destinations in the Yangtze River Delta has become increasingly fierce, and Yixing, which started late, is a lagging city in the tourist destination of the Yangtze River Delta Metropolitan Circle. Tourist market is the key factor of tourism development. In today's fierce tourism market competition, the success of tourism development mainly depends on the reliability of tourist market. The study of tourist source market is the basis of tourism development and guarantee of certain quality and quantity. Therefore, based on the data collection, questionnaire survey and interview investigation, this paper takes the tourist market of Yixing as the research object, combines the theory of tourism geography, the theory of tourism market and the theory of tourist behavior, and applies qualitative analysis. The quantitative analysis method and the structural characteristics of Yixing tourist source market are analyzed to find out its problems and put forward corresponding optimization suggestions in order to provide scientific basis for the breakthrough and development of Yixing tourism industry. This paper analyzes the time structure characteristics of Yixing tourist market from the aspects of scale change and interannual change of tourist market, and analyzes the characteristics of the time structure of Yixing tourist market by means of geographical concentration index. This paper analyzes the overall characteristics of the spatial structure of Yixing tourist market and the characteristics of spatial distance differentiation, combining with the tourist travel mode, the index and model of the cumulative curve of tourist attraction radius and spatial distance are analyzed, and the characteristics of spatial structure and spatial distance differentiation of Yixing tourist market are analyzed. Travel motivation and itinerary structure analyze the consumption level and consumption structure characteristics of tourists. Through the analysis of data, it is found that the main problems existing in the structure of Yixing tourist market at present are insufficient power of overseas tourist market development, low market share, high concentration rate of tourist market, and excessive dependence on local market. The middle-long-distance tourist market is vacant, the tourist consumption level is low, the consumption content is single. On the basis of the above analysis, this paper puts forward some suggestions for optimizing the structure of tourist market in Yixing: to locate the target market accurately, to optimize the regional structure of tourist source, to subdivide the market, to find the dominant market, to adjust the structure of tourism products, Enrich the tourism product system, prolong the industry chain, adjust the tourist consumption structure, strengthen the regional cooperation, realize the integration marketing, combine the win-win situation, strengthen the marketing, improve the social cognition.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7
，
本文编号：2231273
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