旅华美国市场特征及拓展对策研究

发布时间：2018-09-06 19:04

【摘要】：美国是世界出游大国,年出国旅游人数仅次于德国和英国,世界排名第三,国际旅游支出居世界首位。同时美国也是我国第一大远程客源国和第四大入境旅游客源国,在我国入境旅游市场中占据着举足轻重的地位。改革开放以来旅华美国市场规模总体呈上升趋势,但是,自2002年突破百万人大关后,旅华美国市场的年增长率和绝对数量增长一直较为缓慢。因此,进一步扩大旅华美国市场规模、提高旅华美国市场增长率已成为我国入境旅游业持续发展的当务之急。本文在国内外研究综述的基础上,首先对美国出境旅游市场的市场规模变化特征、季节分布特征、全球份额分配以及在中国及亚洲其他国家的分配及变化特征进行了分析；然后对旅华美国市场的历史变化特征、人口结构特征、行为特征以及旅华美国旅游流的空间分布特征、流动特征、网络整体结构特征和节点位置特征进行了全面系统地分析；在此基础上提出了旅华美国市场的拓展对策,为国家和旅游目的地进行市场营销、旅游合作和旅游交通运输规划等提供理论依据。主要结论为：①美国出境旅游市场规模大且持续增长,但是受国内和国际危机事件影响显著；出游旺季为3月、6月、7月和12月,淡季为2月、4月、10月和11月；最主要的旅游目的地是墨西哥、加拿大和欧洲,亚洲虽非美国游客最主要的旅游目的地,但其占美国出境旅游市场的份额逐年上升：日本、中国大陆、印度、中国香港、韩国、中国台湾等6个国家和地区是美国游客在亚洲最主要的旅游目的地,中国大陆对美国出境市场的旅游吸引力持续上升,日本对美国市场的垄断地位开始动摇,但仍是中国大陆最大的竞争对手。②旅华美国市场2006-2010年间从中国入境旅游市场中“明星市场”的位置退为“金牛市场”。其季节分布特征与美国出境旅游市场的季节分布特征存在差异,旺季为3月、6月和10月,淡季为2月、8月和12月；旅华美国游客多通过网络和朋友获取旅游信息,与家人和朋友结伴从北京和上海入境,以散客形式来华观光旅游,停留时间较长,在旅行过程中语言和距离是其最主要的障碍。③旅华美国旅游流在中国的分布范围较广,但相对集中分布在长三角、泛珠三角、环渤海和西南四大地区,其中长三角地区最为密集。其流动特征呈现“向丰性”的特点,主要流向北京、西安、桂林、杭州等热点旅游目的地城市,其中北京-西安、南京-杭州、桂林-北京等是最受欢迎的城市组合,而西安-成都、北京-广州、北京-成都等城市组合交流欠佳。北京-南京-杭州-苏州-上海、北京-苏州-杭州-上海、北京-西安-桂林-上海-北京、北京-西安-苏州-上海、上海-南京-杭州-桂林-北京等旅游路线最受游客青睐。④旅华美国旅游流网络为“核心-边缘”结构,网络结构松散、密度低,其中核心节点11个,边缘节点44个。核心节点在网络中承担着扩散中心、集聚中心和中转中心等不同的角色功能,并对边缘节点具有控制作用。网络中存在10个派系,各派系成员个数均较少,口岸节点在派系中多次出现。⑤基于分析结果,提出了市场营销、国际竞合、区域合作、从业人员职业能力提升、标识系统建设、航空运输规划等旅华美国市场拓展对策。主要创新之处是：①从美国出境旅游市场和中国入境旅游市场两个角度对旅华美国市场的特征进行了研究。②利用社会网络分析法对旅华美国旅游流网络的整体结构特征和节点位置特征进行了研究。③从整体和宏观联系的视角提出了旅华美国市场的拓展对策。
[Abstract]:The United States is the world's largest tourist destination, ranking third in the world after Germany and the United Kingdom in terms of annual number of foreign tourists, and ranking first in the world in terms of international tourism expenditure. China's market size is on the rise as a whole, but the annual and absolute growth rate of the U.S. market in China has been relatively slow since it broke through the Million People's Pass in 2002. Therefore, further expanding the U.S. market in China and increasing the growth rate of the U.S. market in China have become an urgent task for the sustainable development of China's inbound tourism industry.
Based on the review of domestic and foreign studies, this paper first analyzes the characteristics of the market size, seasonal distribution, global share distribution, distribution and changes in China and other Asian countries of the U.S. outbound tourism market, and then analyzes the historical, demographic and behavioral characteristics of the U.S. outbound tourism market in China. The paper also makes a comprehensive and systematic analysis of the spatial distribution, flow, network structure and node location characteristics of American tourist flows in China, and puts forward the development countermeasures of American tourist markets in China, which provides the theory for the marketing, tourism cooperation and transportation planning of the country and tourist destinations. Basis.
The main conclusions are as follows: (1) The outbound tourism market in the United States is large and growing, but it is significantly affected by domestic and international crisis events; the peak season is March, June, July and December; the off-season is February, April, October and November; the main tourist destinations are Mexico, Canada and Europe; and Asia is the main destination for non-American tourists although it is not the United States. Japan, Mainland China, India, Hong Kong, South Korea, Taiwan and other six countries and regions are the most important tourist destinations for American tourists in Asia. The tourist attraction of Mainland China to the U.S. outbound market continues to rise, Japan's monopoly on the U.S. market. The U.S. market in China retreated from the "star market" to the "Taurus market" during 2006-2010. The seasonal distribution characteristics of the U.S. market are different from those of the U.S. outbound tourism market. The peak season is March, June and October, the off-season is February, August. In January and December, most American tourists come to China from Beijing and Shanghai through the Internet and friends to get travel information. They come to China in groups with their family and friends. They come to China for sightseeing in the form of individual tourists. Their stay time is longer. Language and distance are the most important obstacles in the process of traveling. It mainly distributes in the Yangtze River Delta, Pan-Pearl River Delta, Bohai Rim and Southwest China, among which the Yangtze River Delta is the most densely distributed area. Its flow characteristics show the characteristics of "toward abundance" and mainly flows to Beijing, Xi'an, Guilin, Hangzhou and other hot tourist destination cities, among which Beijing-Xi'an, Nanjing-Hangzhou and Guilin-Beijing are the most popular city combinations. Beijing-Nanjing-Hangzhou-Suzhou-Shanghai, Beijing-Suzhou-Hangzhou-Shanghai, Beijing-Xi'an-Guilin-Shanghai, Beijing-Xi'an-Suzhou-Shanghai, Beijing-Shanghai, Shanghai-Xi'an-Shanghai, Shanghai-Nanjing-Hangzhou-Guilin-Beijing, Shanghai-Guilin-Shanghai, Beijing-Xi'an-Suzhou-Shanghai, Shanghai-Nanjing-Hangzhou-Guilin-Beijing and other tourist routes are most popular with tourists. Core nodes play different roles in the network, such as diffusion center, gathering center and transit center, and control the edge nodes. There are 10 factions in the network, with fewer members of each faction, and ports. _Based on the analysis results, the paper puts forward marketing, international competition and cooperation, regional cooperation, professional ability improvement of employees, identification system construction, air transport planning and other U.S. market development strategies in China.
The main innovations are as follows: (1) The characteristics of the American tourist market in China are studied from the perspectives of the American outbound tourist market and the Chinese inbound tourist market; (2) The overall structure and node location characteristics of the American tourist flow network in China are studied by using the social network analysis method. The development strategy of the US market in China.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F597.12

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