旅華美國(guó)市場(chǎng)特征及拓展對(duì)策研究
發(fā)布時(shí)間：2018-09-06 19:04
【摘要】：美國(guó)是世界出游大國(guó),年出國(guó)旅游人數(shù)僅次于德國(guó)和英國(guó),世界排名第三,國(guó)際旅游支出居世界首位。同時(shí)美國(guó)也是我國(guó)第一大遠(yuǎn)程客源國(guó)和第四大入境旅游客源國(guó),在我國(guó)入境旅游市場(chǎng)中占據(jù)著舉足輕重的地位。改革開放以來(lái)旅華美國(guó)市場(chǎng)規(guī)�？傮w呈上升趨勢(shì),但是,自2002年突破百萬(wàn)人大關(guān)后,旅華美國(guó)市場(chǎng)的年增長(zhǎng)率和絕對(duì)數(shù)量增長(zhǎng)一直較為緩慢。因此,進(jìn)一步擴(kuò)大旅華美國(guó)市場(chǎng)規(guī)模、提高旅華美國(guó)市場(chǎng)增長(zhǎng)率已成為我國(guó)入境旅游業(yè)持續(xù)發(fā)展的當(dāng)務(wù)之急。 本文在國(guó)內(nèi)外研究綜述的基礎(chǔ)上,首先對(duì)美國(guó)出境旅游市場(chǎng)的市場(chǎng)規(guī)模變化特征、季節(jié)分布特征、全球份額分配以及在中國(guó)及亞洲其他國(guó)家的分配及變化特征進(jìn)行了分析；然后對(duì)旅華美國(guó)市場(chǎng)的歷史變化特征、人口結(jié)構(gòu)特征、行為特征以及旅華美國(guó)旅游流的空間分布特征、流動(dòng)特征、網(wǎng)絡(luò)整體結(jié)構(gòu)特征和節(jié)點(diǎn)位置特征進(jìn)行了全面系統(tǒng)地分析；在此基礎(chǔ)上提出了旅華美國(guó)市場(chǎng)的拓展對(duì)策,為國(guó)家和旅游目的地進(jìn)行市場(chǎng)營(yíng)銷、旅游合作和旅游交通運(yùn)輸規(guī)劃等提供理論依據(jù)。 主要結(jié)論為：①美國(guó)出境旅游市場(chǎng)規(guī)模大且持續(xù)增長(zhǎng),但是受國(guó)內(nèi)和國(guó)際危機(jī)事件影響顯著；出游旺季為3月、6月、7月和12月,淡季為2月、4月、10月和11月；最主要的旅游目的地是墨西哥、加拿大和歐洲,亞洲雖非美國(guó)游客最主要的旅游目的地,但其占美國(guó)出境旅游市場(chǎng)的份額逐年上升：日本、中國(guó)大陸、印度、中國(guó)香港、韓國(guó)、中國(guó)臺(tái)灣等6個(gè)國(guó)家和地區(qū)是美國(guó)游客在亞洲最主要的旅游目的地,中國(guó)大陸對(duì)美國(guó)出境市場(chǎng)的旅游吸引力持續(xù)上升,日本對(duì)美國(guó)市場(chǎng)的壟斷地位開始動(dòng)搖,但仍是中國(guó)大陸最大的競(jìng)爭(zhēng)對(duì)手。②旅華美國(guó)市場(chǎng)2006-2010年間從中國(guó)入境旅游市場(chǎng)中“明星市場(chǎng)”的位置退為“金牛市場(chǎng)”。其季節(jié)分布特征與美國(guó)出境旅游市場(chǎng)的季節(jié)分布特征存在差異,旺季為3月、6月和10月,淡季為2月、8月和12月；旅華美國(guó)游客多通過網(wǎng)絡(luò)和朋友獲取旅游信息,與家人和朋友結(jié)伴從北京和上海入境,以散客形式來(lái)華觀光旅游,停留時(shí)間較長(zhǎng),在旅行過程中語(yǔ)言和距離是其最主要的障礙。③旅華美國(guó)旅游流在中國(guó)的分布范圍較廣,但相對(duì)集中分布在長(zhǎng)三角、泛珠三角、環(huán)渤海和西南四大地區(qū),其中長(zhǎng)三角地區(qū)最為密集。其流動(dòng)特征呈現(xiàn)“向豐性”的特點(diǎn),主要流向北京、西安、桂林、杭州等熱點(diǎn)旅游目的地城市,其中北京-西安、南京-杭州、桂林-北京等是最受歡迎的城市組合,而西安-成都、北京-廣州、北京-成都等城市組合交流欠佳。北京-南京-杭州-蘇州-上海、北京-蘇州-杭州-上海、北京-西安-桂林-上海-北京、北京-西安-蘇州-上海、上海-南京-杭州-桂林-北京等旅游路線最受游客青睞。④旅華美國(guó)旅游流網(wǎng)絡(luò)為“核心-邊緣”結(jié)構(gòu),網(wǎng)絡(luò)結(jié)構(gòu)松散、密度低,其中核心節(jié)點(diǎn)11個(gè),邊緣節(jié)點(diǎn)44個(gè)。核心節(jié)點(diǎn)在網(wǎng)絡(luò)中承擔(dān)著擴(kuò)散中心、集聚中心和中轉(zhuǎn)中心等不同的角色功能,并對(duì)邊緣節(jié)點(diǎn)具有控制作用。網(wǎng)絡(luò)中存在10個(gè)派系,各派系成員個(gè)數(shù)均較少,口岸節(jié)點(diǎn)在派系中多次出現(xiàn)。⑤基于分析結(jié)果,提出了市場(chǎng)營(yíng)銷、國(guó)際競(jìng)合、區(qū)域合作、從業(yè)人員職業(yè)能力提升、標(biāo)識(shí)系統(tǒng)建設(shè)、航空運(yùn)輸規(guī)劃等旅華美國(guó)市場(chǎng)拓展對(duì)策。 主要?jiǎng)?chuàng)新之處是：①?gòu)拿绹?guó)出境旅游市場(chǎng)和中國(guó)入境旅游市場(chǎng)兩個(gè)角度對(duì)旅華美國(guó)市場(chǎng)的特征進(jìn)行了研究。②利用社會(huì)網(wǎng)絡(luò)分析法對(duì)旅華美國(guó)旅游流網(wǎng)絡(luò)的整體結(jié)構(gòu)特征和節(jié)點(diǎn)位置特征進(jìn)行了研究。③從整體和宏觀聯(lián)系的視角提出了旅華美國(guó)市場(chǎng)的拓展對(duì)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.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6;F597.12
本文編號(hào)：2227241
[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.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6;F597.12
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，本文編號(hào)：2227241
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