基于市场生命周期理论的韩国入豫旅游流演变与市场开拓研究
发布时间：2018-12-12 08:02
【摘要】：韩国不仅是中国第一大入境客源国,也是河南的第一大入境客源国。文章在韩国出境旅游快速膨胀与中国入境旅游持续稳定发展的时代背景下,进一步深入细化到韩国入豫旅游流的时空演变与市场开发研究中,对提高河南入境旅游市场发展水平具有重要的意义。文章结合河南省韩国客源市场发展特点,从时空维度对河南省韩国客源市场的现状、分布及演化进行了分析,并以市场生命周期理论为基础,划分了河南省各市域韩国客源市场所处的生命周期。从时间分布来看,在2009-2014年间,河南省对韩国游客的吸引力整体上高于全国的平均水平,河南省及绝大多数市域的时间分布均匀程度高于韩国入华旅游流,韩国入豫旅游流随时间变动的稳定性高于韩国入华旅游流,整体吸引力表现为豫北最高,豫西次之;豫东最低,豫南第二低,豫中内部吸引力分布差异非常大。从空间分布来看,河南省的韩国游客具有高度的聚集性与空间变异度,但聚集方向与变异方向具有一致性。从小区域角度来看,韩国游客对河南省个别市域的偏好尤为明显,亲睐度程度较高。通过波士顿矩阵模型方法,分析了河南省各市域在2009-2011和2012-2014年两个阶段不同的韩国客源市场竞争态,并由此将韩国客源市场生命周期划分为参与、兴起、成长、成熟、停滞、衰退六个阶段。通过偏离份额模型分析法,得到河南省相对于全国拥有极其明显且独特的市场基础和竞争偏离优势;洛阳、安阳、新乡相对于全省拥有极其明显且独特的市场基础和竞争偏离优势;郑州、开封、焦作拥有比较良好的韩国客源市场基础,但韩国客源市场地位处于下降趋势。最后,根据结构转移分量、份额分量和竞争力分量三个分量的特征,将韩国客源市场生命周期划分为停滞、机会(潜在)、成长、成熟四个阶段。立足于理论分析以及实证研究,最终将河南省的韩国客源市场生命周期划分为:参与、兴起、成长、成熟、停滞五个阶段。并在此基础上提出了河南省各市域处于不同发展阶段的韩国客源市场的开发策略,可归纳为四大策略:加强区域旅游合作;旅游形象整合营销宣传;互通友好城市合作;寻求中韩旅游市场交融点,开发特色旅游产品。
[Abstract]:South Korea is not only the largest inbound country in China, but also the largest inbound country in Henan Province. Under the background of the rapid expansion of Korean outbound tourism and the sustained and stable development of China's inbound tourism, the article further details the temporal and spatial evolution and market development of Korean inbound tourism flows. It is of great significance to improve the development level of Henan inbound tourism market. This paper analyzes the present situation, distribution and evolution of Korean tourist market in Henan Province from the perspective of time and space, and based on the theory of market life cycle. The life cycle of Korean tourist market in Henan Province is divided. In terms of time distribution, Henan Province's overall attractiveness to Korean tourists in 2009-2014 was higher than the national average, and the time distribution in Henan Province and most cities was more uniform than Korean tourist flows into China. The stability of Korean inbound tourism flow with time is higher than that of Korean tourism flow into China. The overall attraction is the highest in North Henan Province, followed by Western Henan Province. East Henan is the lowest, South Henan is the second lowest, and the internal attraction distribution is very different in the middle of Henan. In terms of spatial distribution, South Korean tourists in Henan Province have a high degree of agglomeration and spatial variability, but the direction of aggregation and variation is consistent. From a small regional point of view, the preference of Korean tourists to individual cities in Henan Province is particularly obvious, and the degree of preference is high. By using Boston matrix model, this paper analyzes the competitive state of Korean tourist market in different stages of 2009-2011 and 2012-2014 in Henan Province, and divides the life cycle of Korean tourist market into participation, rise, growth and maturity. Stagnation, recession, six stages. Through the analysis of deviation share model, it is concluded that Henan Province has a very obvious and unique market basis and competitive deviation advantage compared with the whole country. Luoyang, Anyang, Xinxiang have extremely obvious and unique market basis and competitive deviation advantage compared with the whole province; Zhengzhou, Kaifeng, Jiaozuo have a good base of Korean tourist market, but the status of Korean tourist market is in a downward trend. Finally, according to the characteristics of structural transfer component, share component and competitive component, the life cycle of Korean tourist market is divided into four stages: stagnation, opportunity (potential), growth and maturity. Based on theoretical analysis and empirical research, the life cycle of Korean tourist market in Henan Province is divided into five stages: participation, rise, growth, maturity and stagnation. On the basis of this, the paper puts forward the development strategy of Korean tourist market in different stages of Henan province, which can be summed up as four strategies: strengthening regional tourism cooperation, tourism image integration marketing, mutual cooperation of friendly cities, and so on. To seek the blending point of tourism market between China and South Korea, and to develop characteristic tourism products.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7
[Abstract]:South Korea is not only the largest inbound country in China, but also the largest inbound country in Henan Province. Under the background of the rapid expansion of Korean outbound tourism and the sustained and stable development of China's inbound tourism, the article further details the temporal and spatial evolution and market development of Korean inbound tourism flows. It is of great significance to improve the development level of Henan inbound tourism market. This paper analyzes the present situation, distribution and evolution of Korean tourist market in Henan Province from the perspective of time and space, and based on the theory of market life cycle. The life cycle of Korean tourist market in Henan Province is divided. In terms of time distribution, Henan Province's overall attractiveness to Korean tourists in 2009-2014 was higher than the national average, and the time distribution in Henan Province and most cities was more uniform than Korean tourist flows into China. The stability of Korean inbound tourism flow with time is higher than that of Korean tourism flow into China. The overall attraction is the highest in North Henan Province, followed by Western Henan Province. East Henan is the lowest, South Henan is the second lowest, and the internal attraction distribution is very different in the middle of Henan. In terms of spatial distribution, South Korean tourists in Henan Province have a high degree of agglomeration and spatial variability, but the direction of aggregation and variation is consistent. From a small regional point of view, the preference of Korean tourists to individual cities in Henan Province is particularly obvious, and the degree of preference is high. By using Boston matrix model, this paper analyzes the competitive state of Korean tourist market in different stages of 2009-2011 and 2012-2014 in Henan Province, and divides the life cycle of Korean tourist market into participation, rise, growth and maturity. Stagnation, recession, six stages. Through the analysis of deviation share model, it is concluded that Henan Province has a very obvious and unique market basis and competitive deviation advantage compared with the whole country. Luoyang, Anyang, Xinxiang have extremely obvious and unique market basis and competitive deviation advantage compared with the whole province; Zhengzhou, Kaifeng, Jiaozuo have a good base of Korean tourist market, but the status of Korean tourist market is in a downward trend. Finally, according to the characteristics of structural transfer component, share component and competitive component, the life cycle of Korean tourist market is divided into four stages: stagnation, opportunity (potential), growth and maturity. Based on theoretical analysis and empirical research, the life cycle of Korean tourist market in Henan Province is divided into five stages: participation, rise, growth, maturity and stagnation. On the basis of this, the paper puts forward the development strategy of Korean tourist market in different stages of Henan province, which can be summed up as four strategies: strengthening regional tourism cooperation, tourism image integration marketing, mutual cooperation of friendly cities, and so on. To seek the blending point of tourism market between China and South Korea, and to develop characteristic tourism products.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7
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