2000-2016年武汉入境旅游市场演化特征及开发策略  

On the Evolutionary Characteristics and Exploitation Tactics of Wuhan Inbound Tourism Markets in 2000-2016

作　　者：刘勋 Xun Liu(Institute of Wuhan studies,Wuhan 430056;Department of Tourism and Hospitality Management,Jianghan University,Wuhan 430056,China)

机构地区：[1]武汉研究院,湖北武汉430056 [2]江汉大学旅游与酒店管理系,湖北武汉430056

出　　处：《管理科学与研究（中英文版）》2020年第1期25-33,共9页Management Science and Research

基　　金：受武汉研究院开放性课题:2000-2016年武汉入境旅游市场特征与启示(IWHS20192048)资助。

摘　　要：2000年以来,武汉整体入境旅游市场发展虽有波动,但总体稳中向好,市场结构日趋合理且可持续。从演化特征分类,武汉已经形成了日本、法国、台湾、香港、美国等活力型入境旅游市场,德国等红利型入境旅游市场,英国、澳大利亚等发展型入境旅游市场,韩国等潜力型入境旅游市场,加拿大、马来西亚、新加坡等一般入境旅游市场,菲律宾、泰国、俄罗斯、澳门等边缘入境旅游市场六种类型。从发展前景看,日本、美国、香港、台湾、法国、韩国作为武汉主要入境旅游市场,发展势头强劲,将是未来数年武汉最重要的入境旅游市场。德国、加拿大则发展变数较大,一定时期内,他们恐将继续下滑并逐渐被其他新兴入境旅游市场取代。武汉的英国、澳大利亚、新加坡、马来西亚入境旅游市场发展平稳。而武汉的泰国、菲律宾、俄罗斯、澳门入境旅游市场发展缓慢,潜力有限。从开发策略看,武汉应将日本、法国、台湾、香港、美国、韩国等作为今后主要且重点入境旅游市场进行开发,努力加强市场调研和细分、旅游产品提档升级、做好武汉核心旅游文化宣传推广、强化与周边城市的旅游协作和互补等。英国、澳大利亚入境旅游市场亦可进行类似开发,但适当投入资源即可。而对德国和加拿大入境旅游市场则要做好入境旅游产品结构、组合等改革和主题产品创新工作,努力提升接待水平和能力,引导旅游需求。澳门、俄罗斯、菲律宾、泰国、马来西亚、新加坡等入境旅游市场,近期不宜投入太多开发精力。According to the data source from the Yearbook of China Tourism Statistics(2000-2017)and the China Tourism Statistics Bulletin,this paper studied on the developing trend and exploitation tactics of Wuhan inbound tourism markets 2000-2016 with the temporal concentration and dynamic index,market competition state and evolution and so on,and delineated the characteristics of Wuhan's inbound tourism markets.Based on the index of market competition state and evolution,the structure of Wuhan inbound tourism market needs to be optimized in 2000 to 2004,and gradually get better in 2005 to 2010,and naturally increasingly rational and sustainable from 2012 to 2016.Gradually,although the overall inbound tourism market in Wuhan fluctuates,it is generally stable and positive since 2000,and the market structure is becoming more reasonable and sustainable.From the evolutionary characteristics,Wuhan has formed dynamic inbound tourism markets such as Japan,France,Taiwan,Hong Kong and the United States,bonus inbound tourism markets such as Germany,developing inbound tourism markets such as Britain and Australia,potential inbound tourism market like South Korea,General inbound tourism markets such as Canada,Malaysia and Singapore,and marginal inbound tourism markets such as Philippines,Thailand,Russia,Macao,etc.The Wuhan inbound tourist source is well-developed in a healthy and sustaining way,and has so good prospects for inbound tourism.From the development trend,as the major inbound tourism market,Japan,USA,Hong Kong,Taiwan and France with a strong markets’development tendency,and Korea is also expected to develop into a major inbound tourism market in Wuhan,they all will be the most important inbound tourism market in Wuhan in the next few years.By comparison,Germany and Canada have great uncertainties in their Wuhan inbound tourism market development,and in a certain period,they may continue to decline and gradually be replaced by other emerging inbound tourism markets.As the common inbound tourism market,Britain,Australia,Si

关 键 词：武汉入境旅游市场 演化特征 开发策略 

分 类 号：F59[经济管理—旅游管理]