中国公民赴韩旅游特征与开发策略研究

发布时间：2018-07-24 19:16

【摘要】：入境旅游和出境旅游都是旅游市场的重要组成部分,而且缺一不可,要想保证旅游业的健康持续快速发展,就应使入境旅游市场和出境旅游市场协调可持续发展,而不应只重视入境旅游市场的发展与研究。中国是韩国的第二大旅游客源市场,然而,目前中国学者过于重视入境旅游研究而缺乏出境旅游研究,特别是赴韩旅游。这对合理规划中国公民赴韩旅游,促进中韩旅游交流是非常不利的。本研究的目的在于对中国公民赴韩旅游做系统性的深入研究,以全面把握中国旅游者赴韩旅游特征,并为中国政府、旅游企业等有关单位和机构合理规划和开发赴韩中国旅游市场提供一点借鉴。本研究主要分为六个部分进行了论述。第一章绪论,就本文的选题背景、研究意义和研究目的进行了论述,并明确了全文的研究思路、研究方法以及创新点。第二章理论基础,阐述了本研究的主要理论基础,包括旅游需求基础理论、市场营销理论、长尾理论、波士顿矩阵、五力模型及生命周期理论。第三章中国公民赴韩旅游特征分析,从总体特征、个人特征、行为特征、消费特征、时间特征、空间特征六方面做了系统论述。总体特征上,呈现出中韩-韩中旅游交流日益密切,占韩国入境旅游比重逐年上升,并具有一定的敏感性、不平衡性。个人特征方面,从性别、年龄、职业三方面做了论述。行为特征方面,从信息获取途径、动机选择、旅游形态选择、住宿选择四方面做了论述。消费特征方面,从消费水平、消费结构、消费场所、满意度四方面做了论述。时间特征方面,从年际变动、月际变动、停留时间、旅游次数四方面做了论述。空间特征方面,做了亲景度分析、流量分析、网络分析。第四章中国公民赴韩旅游的市场前景分析,具体包含波士顿矩阵分析、波特五力模型分析、生命周期理论分析及人数预测。通过分析得知,韩国市场从2010年的明星市场转入2011年的金牛市场,赴韩旅游商品处于成长期阶段,预计2020年赴韩中国旅游者人数将达到400万人次。第五章赴韩中国旅游市场开发策略,针对赴韩旅游六方面特征,有针对性地从总体开发策略、客源选择策略、旅游商品开发策略、时间配置策略、空间配置策略、消费结构优化策略六方面提出了赴韩中国旅游市场的开发策略。第六章研究成果与不足,总述了本文的研究成果、不足之处以及未来研究方向。在研究方法上,本研究依据大量统计数据,以旅游需求基础理论、市场营销理论、长尾理论、波士顿矩阵、五力模型及生命周期理论等基础理论为支撑,综合运用年际变动指数、距平值、月季集中指数、亲景度、回归分析等数学方法,做了较为严谨的定性与定量分析,具有一定的创新性。该研究对赴韩中国旅游市场开发具有一定的借鉴意义。
[Abstract]:Both inbound and outbound tourism are important components of the tourism market, and they are indispensable. In order to ensure the healthy, sustained and rapid development of the tourism industry, it is necessary to make the inbound tourism market and the outbound tourism market develop in a coordinated and sustainable manner. We should not only pay attention to the development and research of the inbound tourism market. China is the second largest tourist market in South Korea. However, at present, Chinese scholars pay too much attention to the study of inbound tourism and lack of study on outbound tourism, especially to Korea. This is very disadvantageous for Chinese citizens to travel to Korea and promote tourism exchanges between China and South Korea. The purpose of this study is to make a systematic and in-depth study on the travel of Chinese citizens to Korea, in order to comprehensively understand the characteristics of Chinese tourists traveling to Korea and for the Chinese government. Tourism enterprises and other relevant units and institutions reasonable planning and development of China's tourism market to Korea to provide some reference. This research is divided into six parts. The first chapter introduces the background, significance and purpose of this paper, and clarifies the research ideas, research methods and innovation points. The second chapter is the theoretical basis of this study, including tourism demand theory, marketing theory, long-tail theory, Boston matrix, five-force model and life cycle theory. The third chapter analyzes the characteristics of Chinese citizens traveling to Korea from the overall characteristics, personal characteristics, behavior characteristics, consumption characteristics, time characteristics, spatial characteristics of six aspects. On the whole, the tourism exchange between China and Korea is becoming closer and closer, which accounts for the increasing proportion of inbound tourism in Korea, and is sensitive and unbalanced. Personal characteristics, from the gender, age, occupation three aspects are discussed. Behavioral characteristics are discussed from four aspects: information acquisition, motivation choice, tourism form choice and accommodation choice. Consumption characteristics, from the consumption level, consumption structure, consumption place, satisfaction made four aspects. Time characteristics are discussed from four aspects: interannual change, intermonthly change, residence time and tourism frequency. In the aspect of spatial features, we do the analysis of scene degree, traffic and network. The fourth chapter analyzes the market prospect of Chinese citizens traveling to Korea, including Boston matrix analysis, Porter's five-force model analysis, life-cycle theory analysis and population prediction. According to the analysis, the Korean market changed from the star market in 2010 to the Taurus market in 2011, and the tourist goods to Korea are in the growth stage, and the number of Chinese tourists to Korea is expected to reach 4 million in 2020. The fifth chapter is the development strategy of Chinese tourism market in Korea, aiming at the six characteristics of tourism to Korea, from the overall development strategy, tourist source selection strategy, tourism commodity development strategy, time allocation strategy, space allocation strategy. This paper puts forward the development strategy of Chinese tourism market in Korea from six aspects of consumption structure optimization strategy. The sixth chapter summarizes the research achievements, deficiencies and future research directions. Based on a large number of statistical data, this study is supported by the basic theories of tourism demand, marketing, long-tail theory, Boston matrix, five-force model and life cycle theory. By using the mathematical methods such as interannual variation index, anomaly value, rose concentration index, relative scene degree, regression analysis and so on, this paper makes a more rigorous qualitative and quantitative analysis, which has certain innovation. This research has certain reference significance to the development of Chinese tourism market in Korea.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F593.126

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