区域内旅游景区市场竞争力测评

Evaluation on Market Competitiveness of Regional Scenic Spot

区域内旅游景区的市场竞争力是多种因素综合作用的结果。如何测评区域内各景区的市场竞争力,对区域旅游发展具有重要意义,目前已成为旅游研究的焦点之一。该文分析了影响景区市场竞争力众多因素,并将之归并为旅游景区的市场吸引力和市场竞争地位两大指标,提出了评价景区旅游市场竞争力的指标体系和区域旅游"资源—市场"组合矩阵评价模型。根据该模型,采用美国波士顿咨询集团推荐的象限分类方法对旅游景区市场竞争力格局划分为明星态、金牛态、幼童态和瘦狗态四种类型,指出不同的类型有不同的发展或成长战略。应用该模型和方法对宝鸡市的10个主要景区进行了测评,结果显示宝鸡市主要景区有2个处于明星态,3个处于金牛态,1个处于幼童态,4个处于瘦狗态,并从发展的角度分析了10个景区对宝鸡市整体旅游竞争力的贡献率及其变化,说明了不同景区的旅游竞争态的变化趋势。这与其他相关研究的结果是一致的,表明应用市场吸引力和市场竞争地位这两个复合指标的组合来判断区域内各景区的市场竞争力状态是可行的,并且该方法应用简便,易于拓展。

The market competitiveness of regional scenic spots is very important for regional tourism development and is determined by many factors. Thus, how to assess the competitiveness of regional scenic spots is of important significance to regional tourism development. However, researches with these fields are not abundant and are in initial stages. This paper analyzes the factors influencing the competitiveness of regional scenic spots, which are classified into two indicators as market attraction and market competitiveness. According to these indicators, a integrated matrix of ' resource -market' is put forward to assess the regional scenic spots. Based on the index of market attraction and market competitiveness degree, the regional tourism competitiveness can be classified into 4 types as star state, golden-ox state, child state and thin-dog state, and each state has a different development strategies. This model is used to evaluate 10 major scenic spots in Baoji city, Shaanxi province. The results indicate that 2 of 10 major spots in Baoji city located in star state, 3 in golden-ox state, 1 in child state and 4 in thin-dog state. Moreover, the developmental trend of each spot is predicted based on the results. The results of this paper are unanimous with other relevant research, which indicates that the evaluation model combined market attraction and market competitiveness is feasible to assess the market competitiveness of scenic spots.