旅游客源市场SWOT分析及对策——2004年“五一”黄金周昆明假日旅游为例

SWOT ANALYSIS OF THE SOURCE MARKET OF TOURISM OF KUNMING REVIEWING THE MAY DAY HOLIDAY WEEK TOURISM,2004, OF KUNMING,YUNNAN CHINA

旅游是旅游者在旅游目的地的一系列行为过程,通过来访游客在旅游目的地的观光旅游,可以对旅游目的地的经济发展起到推动作用。对旅游业来说,客源市场的重要性是不言而喻的。旅游发展必须具有客源市场导向性原则。同时,在旅游客源市场开发中也存在一定的优势(Strengths)、劣势(Weaknesses)、机遇(Opportuni-ties)和威胁因素(Threats),优势和劣势、机遇和威胁之间存在相互转化的互动关系。在旅游客源市场调查的基础上,科学分析区域旅游客源市场开发中的SWOT因素,制定适宜的开发战略,可以变劣势为优势,化威胁为机遇,实现客源市场持续开发。通过用SWOT分析方法对昆明黄金周假日旅游客源市场进行分析,提出了昆明假日旅游客源市场开发的原则和具体开发措施。

Tourism includes various activities taken by tourists on destinations. Since tourism can promote local economic growth, it is critical for a destination to have a steady source of tourists. As a market-oriented industry, tourism development, including source market development, is subjected to four common factors, i.e. Strength, Weakness, Opportunity and Threat （SWOT） . These four factors are interrelated and inter-transformed, which means that successful sustainable tourism can be fulfilled by adopting correct development strategies in which Strength be maximized and Weakness be minimized. A case study has been made on the tourism of May Day holiday week, 2004, of Kunming, and the city＇s SWOT on tourism have been analyzed. Some countermeasures such as promote publicity and improve services, etc. have been discussed.