基于SSM方法的入境旅游市场客源结构分析——以浙江省为例

An Analysis of Tourist Structure in the Inbound Tourism Market Based on SSM Method——Taking Zhejiang Province as An Example

转移-份额分析法(简称SSM)是考察区域经济结构极其重要的一种方法。客源市场结构变化是旅游目的地发展战略制定的主要影响因素。本文在2001年至2006年几年采集的相关数据基础上,采用SSM分析手段,发现浙江入境的客源市场中,日、美、马、新、泰等国家结构份额比较稳定,韩国、澳大利亚、德国、意大利、西班牙等市场份额呈上升的趋势;中国台湾、菲律宾等市场的结构呈弱化的趋势。根据分析本文提出了目标市场的定位以及营销方向的选择。

The shift-share analysis method（SSM） is an extremely important method to inspect regional economic structure. The change in the tourism-generating market structure is a major influencing factor in formulating developing strategy of tourist destinations. The paper, based on the related data collected from 2001 to 2006 and adopting SSM analysis means, finds that in Zhejiang＇ s inbound tourist market, the structure shares from Japan, U.S. A, Malaysia, Singapore and Thailand are relatively stable, whereas those from Korea, Australia, Germany, Italy and Spain are on the rise and those from Taiwan, the Philippines are trending downward. The paper puts forward the positioning of target market and the choice of marketing orientation.