【作者】 张娇；

【导师】 黄羊山；

【作者基本信息】 东南大学 ， 旅游管理， 2016， 硕士

【摘要】 我国旅游业现阶段正处于从以观光旅游为主,向观光、休闲度假、专项旅游发展并重的时期,未来十年内,我国有可能形成具有一定规模和水平的旅游度假市场。位于苏南地区的宜兴市旅游资源丰富、地理区位优越,具有发展休闲度假旅游得天独厚的优势。但是,近年来长三角内部诸多旅游目的地竞争日益激烈,起步较晚的宜兴不敌强劲的对手,属长三角都市圈旅游地中发展较为滞后的城市。旅游客源市场是旅游业发展的关键因素,在当今激烈的旅游市场竞争中,旅游业发展成功与否主要取决于客源市场的可靠度,对旅游客源市场的研究是旅游目的地进行旅游开发并保证一定质量和数量的旅游客源的基础。因此,本文以宜兴市旅游客源市场为研究对象,在数据资料收集、问卷调查和访谈调查的基础上,结合旅游地理学理论、旅游市场学理论和旅游者行为学理论等,运用定性、定量分析方法和对宜兴旅游客源市场结构特征进行分析,找出其问题所在并提出相应优化建议,以期可以为宜兴旅游业的突破发展提供科学依据。本文从客源市场规模变化和年际变化两方面分析了宜兴客源市场时间结构特征；通过地理集中指数、客源吸引半径和空间距离累计曲线等指标和模型分析了宜兴客源市场空间结构整体特征和空间距离分异特征；结合游客出游方式、出游动机和游程结构分析了游客的消费水平和消费结构特征。通过数据分析发现,宜兴旅游客源市场结构目前存在的问题主要有海外客源市场发展动力不足,市场份额占比低；客源市场集中率高,过度依赖本省市场,中远程客源市场空缺；游客消费水平低,消费内容单一。在上述分析的基础上,本文提出了宜兴旅游客源市场结构优化建议：准确定位目标市场,优化客源地域结构；进行市场细分,找到优势市场；调整旅游产品结构,丰富旅游产品体系,延长产业链,以调整旅游者消费结构；加强区域合作,实现整合营销、联合共赢；强化营销,提高社会认知度。更多还原

【Abstract】 The tourism industry of China at the present stage is mainly based on the sightseeing tourism, and is going through a period of sightseeing, leisure vacation, special tourism simultaneously. Within the next ten years, the tourist marke of tour country is likely to form a certain scale and level. Located in the South of Jiangsu province, Yixing is rich in tourism resources and has superior geographical location with advantages of developing the leisure tourism.However, the competition between many tourism destinations in Yangtze River Delta is becoming increasingly competitive, due to a late start, Yixing is in a weak position when competed with other tourism destinations in this area. In recent years, regarding to the fierce competition in tourism market, the success of tourism industry mainly depends on the reliability of tourist market. The research on tourist market is the foundation to support the development of tourism destination and ensure a certain quality and quantity of the tourist market. Therefore, this paper took the tourist market of Yixing as the research object, and then analyzed the characteristics of the tourist market structure of Yixing by the methods of qualitative and quantitative. Aimed to providing scientific basis for the unprecedented development of Yixing tourism in the future, this paper pointed out the existing problem of tourist market and put forward the corresponding optimization suggestions.By analyzing changes in the size of the tourist market and interannual variations,this paper analyzed the time structure of Yixing tourist market.By using geographic concentration index, AttractionRadius and other methodologies,this paper analyzed the space structure of Yixing tourist market.This paper analyzed the consumption level and consumption structure of tourists by surveying tourism motivation,and residence time.Date analysis shows that,there are three problems of Yixing tourist market structure.Firstly,oversea tourist market of Yixing lack the driving force.Secondly,geographic concentration index of domestic tourist market is on the high side,which relies heavily on the market of Jiangsu province.Thirdly,tourism consumption give priority to the ticket fee.Based on the above mentioned,this paper make a suggestion for the strustural optimization of Yixing tourist market.Firt of all,confirm the key tourist market.Secondly,adjust the tourism product structure,rich tourism product system.Then strengthen regional cooperation to achieve win-win situation.Lastly,enhance social awareness and improve social competitiveness through a variety of marketing tools.更多还原