本文選題：重慶市　切入點：入境旅游市場　出處：《陜西師范大學》2010年碩士論文　論文類型：學位論文

【摘要】： 作為發(fā)展最快的新興產(chǎn)業(yè)之一,旅游業(yè)已成為世界各個國家和地區(qū)經(jīng)濟發(fā)展重要的增長點,各國、各地區(qū)都競相發(fā)展旅游業(yè),旅游業(yè)競爭日益激烈,提高市場份額成為世界各國各地區(qū)及所有目的地旅游業(yè)可持續(xù)發(fā)展的關鍵。重慶市作為我國面積最大、人口最多、最年輕的直轄市,直轄十多年來旅游業(yè)發(fā)展取得了可喜的業(yè)績,但是與其他三大直轄市相比,差距還很大,尤其是入境旅游發(fā)展緩慢。這一現(xiàn)狀與重慶市的經(jīng)濟發(fā)展和最大直轄市的地位極不相稱。 以重慶市入境旅游市場為研究對象,根據(jù)游客抽樣調(diào)查資料和相關的統(tǒng)計資料,采用市場分析的相關手段,從市場規(guī)模、旅游者行為、心理偏好以及滿意度等方面綜合分析了重慶市入境旅游市場的總體特征,運用SSM分析方法對重慶市入境旅游客源市場結(jié)構(gòu)變化進行了動態(tài)分析,并歸納出制約重慶市入境旅游市場拓展的主要因素,最后根據(jù)上述分析對重慶市入境旅游進行市場細分、目標市場定位,并提出市場拓展的具體對策。 重慶市入境旅游市場的突出特征為：市場規(guī)模增長較快,在全國和西部地區(qū)的地位穩(wěn)中趨升；以觀光游覽游客為主；旅游消費中基礎性消費比例較大；游客人均天花費和平均停留時間較低；游客對山水風光類旅游資源和食品類旅游商品最感興趣；游客對重慶市的交通設施和服務評價最差。 重慶市入境旅游客源市場結(jié)構(gòu)為：香港、臺灣、日本、馬來西亞、新加坡、美國、英國、法國以及德國是主要市場,澳大利亞、俄羅斯、加拿大和韓國是快速成長市場。重慶市的美國、香港、馬來西亞和新加坡市場競爭實力較強,臺灣、日本、英國和德國市場的競爭力弱且有下降趨勢。從總體來看,重慶市入境旅游發(fā)展速度低于全國平均水平,入境客源市場結(jié)構(gòu)優(yōu)勢有所下降,但入境旅游市場整體競爭力有所增強。 通過對制約重慶市入境旅游市場拓展的區(qū)域經(jīng)濟發(fā)展水平、對外開放水平、交通、宏觀政策和旅游形象五大因素的分析,結(jié)合對市場規(guī)模、特征和結(jié)構(gòu)動態(tài)的研究,在對重慶市入境旅游市場從客源市場區(qū)域、人口統(tǒng)計特征和行為模式上進行細分的基礎上,提出重慶市的入境旅游目標市場定位以及市場拓展的具體措施。將重慶市入境旅游市場定位為：①主要客源市場為香港、臺灣、日本、馬來西亞、新加坡、美國、英國、法國以及德國；重點客源市場為美國、香港、馬來西亞和新加坡；亟待復蘇客源市場為臺灣、日本、英國和德國；快速成長客源市場為澳大利亞、俄羅斯、加拿大和韓國。②旅游產(chǎn)品功能定位以山水、文化觀光旅游為基礎,加快休閑、商務、會展類旅游資源及其他專項旅游產(chǎn)品的開發(fā)。③拓展女性市場,鞏固中青年旅游市場,重視銀發(fā)市場的開發(fā),鞏固觀光市場,提升休閑、商務旅游市場,拓展會展旅游。市場拓展的具體對策為：①創(chuàng)新旅游產(chǎn)品,打造精品景區(qū)；②塑造鮮明旅游形象,突出“長江三峽,抗戰(zhàn)文化”；③結(jié)合旅游市場細分,加大營銷力度；④優(yōu)化客源結(jié)構(gòu),拓展會展旅游；⑤提高旅游設施標準和服務質(zhì)量,營造良好的旅游環(huán)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.

【學位授予單位】：陜西師范大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F592.7;F224

【參考文獻】

相關期刊論文 前10條

1 毛勇;三峽重慶庫區(qū)國際旅游市場發(fā)展現(xiàn)狀及其拓展[J];商業(yè)研究;2003年12期

2 黃國慶,趙毅;重慶旅游商品市場現(xiàn)狀及開發(fā)策略[J];重慶工商大學學報.西部經(jīng)濟論壇;2003年03期

3 陳萍;張玉紅;;重慶直轄十年入境旅游市場特征分析及趨勢預測[J];重慶工商大學學報(西部論壇);2007年03期

4 李婉珠;趙毅;;重慶市市民旅游消費行為變化分析及對策[J];重慶職業(yè)技術學院學報;2008年03期

5 翁鋼民;徐曉娜;尚雪梅;;我國城市居民國內(nèi)旅游需求影響因素分析[J];城市問題;2007年04期

6 吳必虎;上海城市游憩者流動行為研究[J];地理學報;1994年02期

7 牛亞菲;旅游供給與需求的空間關系研究[J];地理學報;1996年01期

8 陸林;山岳風景區(qū)旅游者空間行為研究──兼論黃山與美國黃石公園之比較[J];地理學報;1996年04期

9 吳必虎,唐俊雅,黃安民,趙榮,邱扶東,方芳;中國城市居民旅游目的地選擇行為研究[J];地理學報;1997年02期

10 陳健昌,保繼剛;旅游者的行為研究及其實踐意義[J];地理研究;1988年03期

相關碩士學位論文 前2條

1 白世熊;重慶旅游市場營銷策略研究[D];西南大學;2008年

2 徐東梅;云南國際旅游發(fā)展現(xiàn)狀的統(tǒng)計分析及其產(chǎn)業(yè)結(jié)構(gòu)優(yōu)化策略研究[D];新疆師范大學;2008年

，

本文編號：1649984