黟县古村落海外旅游市场研究  

RESEARCH ON THE OVERSEAS TOURIST MARKET OF THE ANCIENT VILLAGES IN YIXIAN COUNTY,ANHUI PROVINCE

作　　者：卢松[1] 陆林[2] 徐茗[3] 

机构地区：[1]南京大学城市与资源学系,中国江苏南京210093 [2]安徽师范大学国土资源与旅游学院,中国安徽芜湖241000 [3]安徽师范大学国际教育学院,中国安徽芜湖241000

出　　处：《经济地理》2005年第2期252-256,共5页Economic Geography

基　　金：国家自然科学基金(40471035);建设部科技项目(20031018);安徽省高校科研项目(2004KJ180;jqw35)联合资助。

摘　　要：在大量的实地调研基础上,以西递、宏村、南屏为代表,对黟县古村落海外旅游市场进行了研究。黟县古村落海外客源市场时间分布表现在:海外游客接待量起伏较大,近年来急剧增长;季节性波动显著,呈单峰型分布;海外游客大部分集中于宏村(2002年达85%)。并进一步对黟县古村落海外旅游市场结构、地域结构、国别结构进行了分析,并划分出其目标市场。在此基础上,提出5项措施和建议:①大力开发海外冬季旅游市场;②丰富旅游产品结构;③突出各自特点,形成区域旅游格局;④加强景区管理,不断提升黟县古村落旅游地形象;⑤大力宣传促销,扩大知名度和影响力。Based on empirical research and taking Xidi Village, Hongcun Village and Nanping Village for example, this paper researches on the overseas tourist market of the ancient villages in Yixian County. The time distribution of the overseas tourist market of the ancient villages in Yixian County can be reflected in the following aspects: The number of the overseas tourists of this destination fluctuates greatly and increases rapidly in recent years; Seasonal fluctuation is obvious and shaped like a single mountain peak; in recent years most overseas tourists of this area focus on Hongcun Village. This paper makes a further analysis on the overseas tourist market structure of the ancient villages in Yixian County, its spatial structure and its nationality structure and puts forward the classified target market. This paper proposes five measures and suggestions as follows:①Developing its overseas tourist market in winter;②Diversifying the tourism product structure;③Focusing on its own features and forming regional tourism structure;④Stenthening the management of resort and enhancing destination image;⑤Conducting propaganda and helping the ancient villages in Yixian county be more well known and more influential in its overseas tourist market.

关 键 词：古村落 黟县 市场研究 海外旅游市场 海外客源市场 旅游市场结构 旅游产品结构 海外游客 季节性波动 2002年 旅游地形象 实地调研 地域结构 国别结构 目标市场 旅游格局 景区管理 宣传促销 分布表 影响力 知名度 宏村 西递 

分 类 号：F713.5[经济管理—市场营销] K928.5[经济管理—产业经济]