海岛旅游市场调查分析──以南澳岛为例

AN ANALYSIS ON INVESTIGATION OF ISLAND'S TOURISM MARKET──A CASE STUDY OF NAN'AO ISLAND

海岛是中国近些年新兴起的一类旅游地。南澳岛,广东省唯一的海岛县,是一个集观光、休闲、度假等多种旅游功能于一体的综合型旅游地。南澳岛旅游市场具有以下特征:旅游产品吸引范围较广,波及内陆、港澳台、东南亚等地区;客源市场时间变化明显,周变化受双休日影响突出,月变化则呈现出明显的季节性;游客旅游目的结构单一,观光度假旅游是中远途游客的需求主体。对外交通条件、区域政治经济环境、知名度、区域旅游产品竞争是制约目前南澳岛旅游市场进一步开拓的重要因子。

Islands are new types of tourism destinations in recent years in our country. Nan'ao County is the only island county in Guangdong Province, and it is one of typical integrated island tourism destinations. The tourism market features of Nan'ao manifest the common characteristics of ordinary island tourism destinations: tourist products'appeal deal with a large scope, spreading to the main land, Hongkong , Macao, Taiwan, and the southeast Asia; the customer market varies with time--the weekly variety is visible due to Saturday and Sunday, and the monthly variety takes on a seasonal peculiarity;the configuration of tourist motives is single, in which sightseeing and vacation is the main body of the demand of the median-and-long way tourists. Many important factors exert negative influences on tourism market of Nan'ao island presently, such as exterior transportation, regional political and economic entironment, reputation, and regional tourism competition.