中国出境旅游目的地的市场定位研究

A Study of Market Positioning of China's Outbound Travel Destinations

本文探讨了中国出境旅游目的地的市场竞争以及市场定位 ,研究表明 ,中国公民出境旅游目的地的特征属性中 ,“安全性”与“优美的景色”是中国出境旅游者认为的最重要特征属性 ;KYST研究结果表明 ,在中国现已开放的出境旅游目的地中 ,新加坡与泰国、日本与韩国、埃及与德国是两两相似的出境旅游目的地形象 ;ALSCAL研究结果表明 ,中国出境旅游目的地的特征属性之间既具有联系 ,又具有差异 ;中国出境旅游目的地国家相互之间具有市场竞争性。为吸引更多的中国大陆旅游者出境旅游 ,中国出境旅游目的地国家应制定相应的旅游市场营销策略。

This paper is designed to explore the market competition and market positioning of China's outbound travel destinations.Study indicates that \!safety' and \!beautiful scenery' are two most important attributes for China's outbound tourists.Based on KYST study,there are pairs of similar images in the outbound travel destinations that have been open to China:Singapore and Thailand;Japan and South Korea;Egypt and Germany.The results obtained from ALSCAL study show that there are both connections and differences among the attributes of China's outbound travel destinations and there are also market competitiveness in these countries.To attract more Chinese mainland tourists,corresponding marketing strategy should be formulated in these countries.