旅游目的地空间结构的市场影响研究——敦煌案例

Spatial structure of tourism destination and its market influences——A case of Dunhuang

旅游目的地空间结构影响不同尺度游客的空间行为,对旅游细分市场营销和开拓具有重要意义。在回顾旅游地空间结构研究进展和分析旅游系统空间结构二维性的基础上,以旅行成本为衔接点,从宏观和微观两个维度提取了目的地空间结构中对市场具有影响的因子,构造了因子对市场影响的评价体系。选取敦煌市为研究样本的实证分析表明,在敦煌市旅游系统空间结构影响下,该旅游目的地市场结构并没有出现明显的随距离衰减特征,而是形成了在1000km、2300km和3400km处的三个市场份额波峰,说明在敦煌旅游市场结构形成过程中,对市场结构产生根本影响的因子并不是距离,而是游客进入目的地的成本消耗。认为传统的引力模型在预测市场流量时具有一定的特殊性,目的地市场分析应根据空间结构特征进行。文章最后根据敦煌的市场特征提出了远西部旅游目的地重点发展沿海经济发达地区的市场营销策略。

The spatial structure of tourism destination influenced its development and market. Based on the review of the study of spatial structure and the analysis of the two characters of the destination, the elements of destination spatial structure which can influence the market were extracted. The travel cost was used to construct the evaluating system of elements of destination spatial structure. According to the analysis of the macro structure and micro structure of destination, the market influence and the relations between them were analyzed and interpreted. Taking Dunhuang as an example, with the influences of the spatial structure of the destination, its market structure didt show the distance decay, but formed 3 different wave peaks, all these were highly related to the economic level, which indicated that the direct effect to the market structure was not the distance, but the cost to the destination. At last, some advices about the development of this type of tourism destinations were given.