都市区旅行社空间布局特征与销售等级差异——以重庆旅游百事通为例  

The Spatial Distribution and Differences in Marketing Performance of Travel Agency Branch Shops in the Metropolitan Area: Chongqing's Travelling Bestone as a Case

作　　者：胡志毅[1] 邓伟[2] 韦杰[1] 

机构地区：[1]重庆师范大学地理与旅游学院,重庆400047 [2]重庆大学资源与环境学院,重庆400044

出　　处：《旅游学刊》2014年第8期89-97,共9页Tourism Tribune

基　　金：国家社科基金(08XJY028);国家旅游局旅游业青年专家培养计划资助~~

摘　　要：在旅游供给研究中,重视在线旅行社发展的同时,不应忽略传统旅行社在地理实体空间的布局特征及其变化趋势。目前,对中微观尺度的都市区传统旅行社的空间布局研究相对薄弱,实证研究尤为缺乏。文章以旅游百事通在重庆主城区的195家零售门店为例,从都市区的中微观空间尺度分析了旅行社零售门店的空间集聚和空间关联特征,比较了商圈、社区和临街等不同分布类型的门店销售等级差异。结果表明:(1)旅行社门店呈现出较明显向城市商圈、交通设施和大型社区集聚的特征;(2)在城市内部,旅行社与其他城市生活服务业呈现出消费者主导型、商品主导型、竞争性关联和互助性关联等多种类型的空间关联关系;(3)商圈与非商圈门店、临街与写字楼门店的销售等级存在显著差异;社区与非社区门店、干道与非干道门店的销售等级差异均不明显。The spatial distribution of tourism supply is a major issue in the traditional agenda of tourism geography research. In association with the remarkable increase in the online tourism market in recent years, the development of online travel agencies is drawing increasing attention from international tourism academics. In the meantime, relatively little effort is being devoted to the exploration of the spatial distribution of traditional travel agencies and their evolution at different geographical scales. Empirical study at the scale of the metropolitan area is notably sparse, especially in China, where ＇travelling＇ is becoming increasingly integrated into the life of urban residents. Taking the 195 branch shops of Travelling Bestone, the biggest travel agency group in the southwestern Chinese city of Chongqing as a case study, this paper examines the spatial distribution of these branch shops in the metropolitan area of the city in terms of their spatial agglomeration, their spatial association, and the interrelationships between their location and their marketing performance. The study found that： （1） Branch shops tend to agglomerate in CBD areas and urban communities, adjacent to urban main roads. In particular, locating in urban communities indicates that travel agencies have now recognized the significance of the urban resident market, and therefore are endeavoring to provide convenience for this market in terms of travel consultation and reservation. （2） Branch shops share multiple types of spatial association such as customer-oriented, product- oriented, competition-based and mutual-benefit relationships with other urban life-service facilities in the metropolitan area. For the convenience of urban residents, the shops prefer to locate in supermarkets such as Wal-Mart, Carrefour and Lotus, showing a potentially customer-oriented association between daily consumption and travel consultation and reservation. In terms of product- oriented association, the branch shops present themselves

关 键 词：空间布局 业绩差异 旅行社 都市区 旅游百事通 

分 类 号：F592.6[经济管理—旅游管理]