黟县古村落海外旅游市场研究

RESEARCH ON THE OVERSEAS TOURIST MARKET OF THE ANCIENT VILLAGES IN YIXIAN COUNTY,ANHUI PROVINCE

在大量的实地调研基础上,以西递、宏村、南屏为代表,对黟县古村落海外旅游市场进行了研究。黟县古村落海外客源市场时间分布表现在:海外游客接待量起伏较大,近年来急剧增长;季节性波动显著,呈单峰型分布;海外游客大部分集中于宏村(2002年达85%)。并进一步对黟县古村落海外旅游市场结构、地域结构、国别结构进行了分析,并划分出其目标市场。在此基础上,提出5项措施和建议:①大力开发海外冬季旅游市场;②丰富旅游产品结构;③突出各自特点,形成区域旅游格局;④加强景区管理,不断提升黟县古村落旅游地形象;⑤大力宣传促销,扩大知名度和影响力。

Based on empirical research and taking Xidi Village, Hongcun Village and Nanping Village for example, this paper researches on the overseas tourist market of the ancient villages in Yixian County. The time distribution of the overseas tourist market of the ancient villages in Yixian County can be reflected in the following aspects: The number of the overseas tourists of this destination fluctuates greatly and increases rapidly in recent years; Seasonal fluctuation is obvious and shaped like a single mountain peak; in recent years most overseas tourists of this area focus on Hongcun Village. This paper makes a further analysis on the overseas tourist market structure of the ancient villages in Yixian County, its spatial structure and its nationality structure and puts forward the classified target market. This paper proposes five measures and suggestions as follows:①Developing its overseas tourist market in winter;②Diversifying the tourism product structure;③Focusing on its own features and forming regional tourism structure;④Stenthening the management of resort and enhancing destination image;⑤Conducting propaganda and helping the ancient villages in Yixian county be more well known and more influential in its overseas tourist market.