【摘要】：我國(guó)旅游業(yè)現(xiàn)階段正處于從以觀光旅游為主,向觀光、休閑度假、專項(xiàng)旅游發(fā)展并重的時(shí)期,未來(lái)十年內(nèi),我國(guó)有可能形成具有一定規(guī)模和水平的旅游度假市場(chǎng)。位于蘇南地區(qū)的宜興市旅游資源豐富、地理區(qū)位優(yōu)越,具有發(fā)展休閑度假旅游得天獨(dú)厚的優(yōu)勢(shì)。但是,近年來(lái)長(zhǎng)三角內(nèi)部諸多旅游目的地競(jìng)爭(zhēng)日益激烈,起步較晚的宜興不敵強(qiáng)勁的對(duì)手,屬長(zhǎng)三角都市圈旅游地中發(fā)展較為滯后的城市。旅游客源市場(chǎng)是旅游業(yè)發(fā)展的關(guān)鍵因素,在當(dāng)今激烈的旅游市場(chǎng)競(jìng)爭(zhēng)中,旅游業(yè)發(fā)展成功與否主要取決于客源市場(chǎng)的可靠度,對(duì)旅游客源市場(chǎng)的研究是旅游目的地進(jìn)行旅游開發(fā)并保證一定質(zhì)量和數(shù)量的旅游客源的基礎(chǔ)。因此,本文以宜興市旅游客源市場(chǎng)為研究對(duì)象,在數(shù)據(jù)資料收集、問卷調(diào)查和訪談?wù){(diào)查的基礎(chǔ)上,結(jié)合旅游地理學(xué)理論、旅游市場(chǎng)學(xué)理論和旅游者行為學(xué)理論等,運(yùn)用定性、定量分析方法和對(duì)宜興旅游客源市場(chǎng)結(jié)構(gòu)特征進(jìn)行分析,找出其問題所在并提出相應(yīng)優(yōu)化建議,以期可以為宜興旅游業(yè)的突破發(fā)展提供科學(xué)依據(jù)。本文從客源市場(chǎng)規(guī)模變化和年際變化兩方面分析了宜興客源市場(chǎng)時(shí)間結(jié)構(gòu)特征；通過地理集中指數(shù)、客源吸引半徑和空間距離累計(jì)曲線等指標(biāo)和模型分析了宜興客源市場(chǎng)空間結(jié)構(gòu)整體特征和空間距離分異特征；結(jié)合游客出游方式、出游動(dòng)機(jī)和游程結(jié)構(gòu)分析了游客的消費(fèi)水平和消費(fèi)結(jié)構(gòu)特征。通過數(shù)據(jù)分析發(fā)現(xiàn),宜興旅游客源市場(chǎng)結(jié)構(gòu)目前存在的問題主要有海外客源市場(chǎng)發(fā)展動(dòng)力不足,市場(chǎng)份額占比低；客源市場(chǎng)集中率高,過度依賴本省市場(chǎng),中遠(yuǎn)程客源市場(chǎng)空缺；游客消費(fèi)水平低,消費(fèi)內(nèi)容單一。在上述分析的基礎(chǔ)上,本文提出了宜興旅游客源市場(chǎng)結(jié)構(gòu)優(yōu)化建議：準(zhǔn)確定位目標(biāo)市場(chǎng),優(yōu)化客源地域結(jié)構(gòu)；進(jìn)行市場(chǎng)細(xì)分,找到優(yōu)勢(shì)市場(chǎng)；調(diào)整旅游產(chǎn)品結(jié)構(gòu),豐富旅游產(chǎn)品體系,延長(zhǎng)產(chǎn)業(yè)鏈,以調(diào)整旅游者消費(fèi)結(jié)構(gòu)；加強(qiáng)區(qū)域合作,實(shí)現(xiàn)整合營(yíng)銷、聯(lián)合共贏；強(qiáng)化營(yíng)銷,提高社會(huì)認(rèn)知度。
[Abstract]:The tourism industry of our country is in the period of developing from sightseeing mainly to sightseeing, leisure vacation and special tourism. In the next ten years, it is possible to form a tourism holiday market with a certain scale and level in our country. Located in southern Jiangsu, Yixing is rich in tourism resources and superior in geographical location, which has the unique advantage of developing leisure vacation tourism. However, in recent years, the competition among many tourist destinations in the Yangtze River Delta has become increasingly fierce, and Yixing, which started late, is a lagging city in the tourist destination of the Yangtze River Delta Metropolitan Circle. Tourist market is the key factor of tourism development. In today's fierce tourism market competition, the success of tourism development mainly depends on the reliability of tourist market. The study of tourist source market is the basis of tourism development and guarantee of certain quality and quantity. Therefore, based on the data collection, questionnaire survey and interview investigation, this paper takes the tourist market of Yixing as the research object, combines the theory of tourism geography, the theory of tourism market and the theory of tourist behavior, and applies qualitative analysis. The quantitative analysis method and the structural characteristics of Yixing tourist source market are analyzed to find out its problems and put forward corresponding optimization suggestions in order to provide scientific basis for the breakthrough and development of Yixing tourism industry. This paper analyzes the time structure characteristics of Yixing tourist market from the aspects of scale change and interannual change of tourist market, and analyzes the characteristics of the time structure of Yixing tourist market by means of geographical concentration index. This paper analyzes the overall characteristics of the spatial structure of Yixing tourist market and the characteristics of spatial distance differentiation, combining with the tourist travel mode, the index and model of the cumulative curve of tourist attraction radius and spatial distance are analyzed, and the characteristics of spatial structure and spatial distance differentiation of Yixing tourist market are analyzed. Travel motivation and itinerary structure analyze the consumption level and consumption structure characteristics of tourists. Through the analysis of data, it is found that the main problems existing in the structure of Yixing tourist market at present are insufficient power of overseas tourist market development, low market share, high concentration rate of tourist market, and excessive dependence on local market. The middle-long-distance tourist market is vacant, the tourist consumption level is low, the consumption content is single. On the basis of the above analysis, this paper puts forward some suggestions for optimizing the structure of tourist market in Yixing: to locate the target market accurately, to optimize the regional structure of tourist source, to subdivide the market, to find the dominant market, to adjust the structure of tourism products, Enrich the tourism product system, prolong the industry chain, adjust the tourist consumption structure, strengthen the regional cooperation, realize the integration marketing, combine the win-win situation, strengthen the marketing, improve the social cognition.
【學(xué)位授予單位】：東南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F592.7
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本文編號(hào)：2231273