旅游客源市场空间结构及地理细分市场计量分析研究——以江西省为例

ON SPATIAL STRUCTURE AND GEOGRAPHICAL SEGREGATION OF DOMESTIC TOURISTS ——A CASE OF JIANGXI PROVINCE

引入主成分分析与聚类分析方法对旅游客源市场的地理细分市场进行分析。在人均国民生产总值、距离等常规旅游市场空间结构分析因子的基础上,引入若干表征旅游者行为与消费等指标因子,比照常见的几种旅游市场空间分析方法如引力模型等,对江西省国内旅游客源市场进行了多因素计量分析。文章对旅游者行为与消费因子的引入更为准确地刻划了旅游市场空间结构特征,并得出了核心客源市场。最后从客源地经济水平与旅游者行为与消费两个角度指出了旅游市场开拓的方向,为旅游地市场开发提供了科学方法及理论依据。

Generally, factors such as regional GDP per capita, travel distance and the population of the tourist origin are common indexes used in the studies on the spatial structure of tourist market. The indexes of tourist behavior and consumption, however, are ignored in the study, perhaps because the present study methods such as descriptive analysis, aggregate model and gravity model need only few indexes. With data of a sample of 4,221 domestic tourists to Jiangxi, we applied models of dominant component analysis and cluster analysis to synthetically analyze the spatial structure of Jiangxi's domestic tourist origins by using six indexes, i.e., GDP per capita, tourist distance, population of origin, tourist proportion, personal spending of tourist and emission index of the origin province. The result implies the application to the tourism marketing in the field of econometric analysis on geographical segmentation of the tourist market. The results show Shanghai, Guangdong, Zhejiang, Fujian, Jiangsu are the primary domestic tourist origins. Considering the viewpoint of the social and economic level of domestic tourist origins or tourist behaviors and consumptions, different domestic tourist origins will be given the priority of tourist market development. Contrast to the normal studies, the synthetic analysis method combined with dominant component analysis and cluster analysis we developed in this paper is more significant in the practice of tourism planning and tourist market development. As a matter of fact, this study has proposed a practical technique in analyzing geographical segmentation of the tourist market in tourism marketing.