【摘要】：海南省是我國唯一的熱帶海島省份,旅游業(yè)是其支柱產(chǎn)業(yè),對整體經(jīng)濟發(fā)展影響重大。2009年,國務院頒布了《關于推進海南國際旅游島建設發(fā)展的若干意見》,將海南國際旅游島建設提升至國家戰(zhàn)略高度。國際旅游島的建設,國際客源市場開發(fā)至關重要。但目前,海南的境外客源十分有限,旅游外匯收入和境外游客數(shù)量所占比例很小,海南旅游亟需開拓境外客源。而北歐與海南第一大境外客源俄羅斯,在自然環(huán)境、氣候等方面很相似,游客最熱衷于熱帶海島度假,同時北歐經(jīng)濟發(fā)達,有旅游度假傳統(tǒng),是重要的旅游客源地。但目前,海南每年接待的北歐游客只有5000人次,與普吉島每年100萬人次的北歐游客數(shù)量相比,微乎其微。因此,海南旅游北歐市場開拓十分值得研究。 本文首先分析了海南旅游開拓北歐市場的必要性和可行性。然后,回顧了海南旅游北歐市場的開發(fā)歷史,分析了目前存在的主要問題,并對海南旅游北歐市場開拓的內(nèi)外部環(huán)境、行業(yè)市場競爭環(huán)境進行了研究。接著通過實證研究對在海南的北歐游客的市場結(jié)構(gòu)和旅游消費行為特征進行了分析。最后對北歐客源進行市場細分、目標市場選擇、旅游形象定位,并從產(chǎn)品、價格、營銷渠道、促銷四個方面分析海南旅游北歐市場營銷策略,并提出了實施建議。
[Abstract]:Hainan Province is the only tropical island province in China, and tourism is its pillar industry, which has a great impact on the overall economic development. In 2009, the State Council promulgated several opinions on promoting the Construction and Development of Hainan International Tourism Island. Hainan international tourism island construction to the height of national strategy. The construction of international tourist island, the development of international tourist market is very important. But at present, Hainan has a very limited source of overseas tourists, tourism foreign exchange income and the number of overseas tourists account for a small proportion, Hainan tourism needs to open up overseas sources. The Nordic region is similar to Hainan's largest overseas tourist source, such as Russia, in natural environment, climate and so on. Tourists are most keen on tropical islands for vacations. At the same time, northern Europe is economically developed and has a tradition of tourist holidays, so it is an important tourist source. But at present, Hainan receives only 5000 Nordic tourists a year, compared with Phuket's 1 million Nordic tourists a year, very little. Therefore, Hainan tourism Nordic market development is worth studying. This paper first analyzes the necessity and feasibility of Hainan tourism developing Nordic market. Then, the development history of Hainan tourism Nordic market is reviewed, the main problems existing at present are analyzed, and the internal and external environment of Hainan tourism Nordic market development and the competitive environment of the industry market are studied. Then the market structure and tourism consumption behavior characteristics of Nordic tourists in Hainan are analyzed by empirical research. At last, the market segmentation, target market selection and tourism image orientation of Nordic tourist source are carried out, and the marketing strategy of Hainan tourism Nordic region is analyzed from four aspects: product, price, marketing channel and promotion, and some suggestions for implementation are put forward.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F592.7;F274

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