浙江省入境旅游发展水平及客源市场特征  

The Development Level of Inbound Tourism in Zhejiang Province and the Characteristics of the Source Market

作　　者：陈雪 石张宇 

机构地区：[1]浙江工商大学杭州商学院,浙江 杭州

出　　处：《服务科学和管理》2022年第5期175-181,共7页Service Science and Management

摘　　要：浙江省入境旅游发展水平与旅游发达省份相比还存在较大差距,后疫情时代与高质量发展背景下也将面临全新的机遇和挑战。以浙江入境旅游数据为基础,全面分析浙江入境旅游发展水平特征与差异,以及入境旅游客源市场特征。结论表明:浙江省入境旅游发展水差异变化显著,标准差值逐年增大,变异系数均大于1;入境旅游客源国(地区)差异较大,但市场集中度很高,2017年台湾进入明星市场,其余国家(地区)在瘦狗市场与问题市场中交替,主要客源国(地区)位于亚洲和欧洲,亲景国(地区)数量占比55%,强亲景国(地区)数量较少。应积极稳定日韩美等传统优势客源国(地区),有效拓展港澳台和欧洲市场,并针对不同客源市场的旅游消费需求,采取差异性营销策略,以推动浙江省入境旅游高质量发展。There is still a big gap between the development level of inbound tourism in Zhejiang Province and the developed tourism provinces. In the post-epidemic era and the background of high-quality development, it will also face new opportunities and challenges. Based on Zhejiang inbound tourism data, this paper comprehensively analyzes the characteristics and differences of the development level of inbound tourism in Zhejiang, as well as the characteristics of the inbound tourism source market. The conclusions show that the differences in the development of inbound tourism in Zhejiang Province have changed significantly, the standard deviation value has increased year by year, and the coefficient of variation is greater than 1;the source countries (region) of inbound tourism are quite different, but the market concentration is very high. Spain has always been in the star market, and the rest of the countries (region) have Alternating between the thin dog market and the problem market, the main source countries (region) are located in Asia and Europe, the number of pro-King countries (region) accounts for 55%, and the number of strong pro-King countries (region) is relatively small. We should actively stabilize the traditional advantageous source countries (region) such as Japan, South Korea and the United States, effectively expand the Hong Kong, Macao, Taiwan and European markets, and adopt differentiated marketing strategies ac-cording to the tourism consumption needs of different source markets to promote the high-quality development of inbound tourism in Zhejiang Province.

关 键 词：客源国 浙江省入境旅游 入境旅游客源市场 旅游消费需求 市场集中度 变异系数 景国 高质量发展 

分 类 号：F59[经济管理—旅游管理]