广州海外游客低消费问题探析

STUDY ON THE LOW EXPENSE OF OVERSEA TOURISTS IN GUANGZHOU

本文针对广州海外游客多 ,但旅游外汇收入少的现象 ,引入人均旅游外汇收入这一概念 ,探析了海外游客消费的影响因素 ,指出广州海外旅游市场不合理的客源结构、较低的非基本旅游消费、景点与厕所的服务质量差、过夜游客比重少、旅游部门的削价竞争是影响海外游客低消费的主要原因 ,从而提出今后广州市应主要在开拓外国客源市场、增加旅游商品的特色、增加过夜游客的比重、开发有特色的旅游资源和旅游项目、提高景点的服务质量和加强旅游市场的管理上下功夫 ,以解决海外旅游人数和旅游外汇收入之间错位的问题 。

Study on tourist behavior is important to tourism marketing management. On the question of low expense of oversea tourists, this paper expounds the concept of foreign exchange earnings from tourism per head. Then, this paper analyses why oversea tourists in Guangzhou have so low expense, and thinks that unreasonable regional structure of tourist market,low nonbasic tourist expense, the bad service of lavatories and sight spot, few tourists staying for overnight and the competition among tourist departments are the basic reasons. Finally, six suggestions are provided for the market development and economic effect improvement of Guangzhou's international tourism industry. The conclusions of this paper are: 1. Stabilizing and expanding the tourist market is the prerequisite for the development of Guangzhou tourism. The regional structure of Guangzhou tourist market is unreasonable. The proportion of Guangzhou international tourist should be increased. Oversea tourists should be the major tourist market. 2. The nonbasic tourist expense of Guangzhou oversea tourists is so low. The tourism image of Guangzhou should be a commercial city of south China. This paper gives the strategy of further market expansion, such as product enriching, brand setting up, selling channel spreading, etc. 3. There are two kinds of tourism attractions in Guangzhou, which have both domestic and international significance: 1) commercial culture and modern city landscape, and 2) relics of modern and contemporary revolution history. Tourist resource should be effectively explored and the number of oversea tourists stay in Guangzhou should be enlarged. 4. The service of lavatories and sight spot should be improved. More facilities for servicing tourists should be provided. 5. The unfair competition among tourist departments should be banished. New order of competition should be set up.