旅游目的地市场特征及其学术意义

旅游目的地市场问题有着明显的复杂性,旅游目的地市场是一只“难于把握的手”,也是一只“可能失效的手”。从一般层次上看,旅游目的地市场具有层次性、辐合性、波动性和重叠性的特征,从特殊角度看,旅游目的地市场以旅游者在空间上的大规模辐合、小规模辐散的特征最突出。从学术意义上看,旅游目的地的独特性呼唤独立研究,我们应该从建立旅游目的地市场的独特客流模型、独特的研究方法体系和独立的市场监测体系,形成成熟的学术规范四方面加强研究。通过深入研究,可以对旅游规划形成克服形式主义的研究作风和成果评价的宽容价值取向,为旅游规划研究上水平创造了一个良好的学术平台。同时可以为旅游目的地的管理活动提供支持,将表现在有助于旅游目的地战略管理的科学化、有助于旅游目的地经营管理的理性化和有助于旅游目的地基层管理的模式化三个方面。

The problem of tourism destination market is of obvious complication. The market is a hand, which is hard to hold and perhaps also out of control. Generally, the market has such characteristics: with different levels, convergence, fluctuation and overlapped, Examine the characteristics form the special angles, the most outstanding characteristics of the tourism destination market are the characteristics of big-scale convergence and small-scale divergence in space. Examine the matter form the academic angles, the destination of the market requires independent study. We should put more emphasis on the research in four fields which are setting up particular tourist-flow models, studying methods system, market control system and forming mature academic norms. Through further research, we can create a good academic platform for its study to overcome formalistic study and a lenient value orientation for the evaluation of achievement. As well, it offers supports for the management of tourism destination, which makes strategic management more scientific, operation and management more rational and basic level management more standard.\;