基于亲景度与竞争态的浙江省国际客源市场地理细分研究  

Research on Geographic Market Segmentation of International Tourism Market Based on Preference Scale and Competition State around Zhejiang Province

作　　者：宗敏丽 

机构地区：[1]上海市城市规划设计研究院,上海200040

出　　处：《旅游世界（旅游发展研究）》2016年第1期21-27,33,共8页

摘　　要：本研究采用2004-2015年全国及浙江省的国际游客数量，运用亲景度、竞争态模型针对21个主要客源国进行相关计算。亲景度研究表明西班牙、意大利属于强亲景市场，韩国、新加坡、瑞士等10国属于弱亲景市场，其他42．9％的国家属于疏景市场。竞争态分析结果为美国是唯一的明星市场，日本、韩国、马来西亚等3国属于金牛市场，其余国家属幼童市场和瘦狗市场。通过联合分析表明浙江省的亲景度和竞争态之间相关性并不显著。进而结合游客数量，对浙江省国际客源市场进行地理细分，将国际客源市场划分成一级、二级、三级客源市场，同时也要通过采取相关措施政策争取将其他国家发展为主要客源市场。This paper used the preference scale and the competition state to do some calculation in connection with 21 major source countries, based on the quantity of international tourists from 2004 to 2013 of Zhejiang and the whole nation. Preference scale studies have shown that Spain and Italy are the strong prefer markets; ten countries such as South Korea, Singapore, Switzerland are weak prefer markets; and the other 42.9% countries belong to the alienation markets. Analysis on the competition state suggests that America is the unique bring-star market; three countries, including Japan, South Korea and Malaysia belong to the cash-cow markets; and the rest of the major source countries are child markets and the thin-dog markets. According to the joint analysis, the result shows that the correlation between the preference scale and the competition state is not significant. Therefore, the paper divides the international tourist market into primary, secondary and tertiary market by combining tourist quantity and the analysis of the international tourist market of Zhejiang Province. Meanwhile, the paper is hoping to find a way of taking measures to absorb other developing countries into the major tourist market.

关 键 词：亲景度 竞争态 国际客源市场 浙江省 

分 类 号：F719[经济管理—产业经济]