旅游目的地竞争力:重要性-绩效分析

TOURIST DESTINATION COMPETITIVENESS:PERSPECTIVE FROM IMPORTANCE-PERFORMANCE ANALYSIS

20世纪90年代以来,旅游竞争力越来越被关注,成为旅游研究的热点领域。在系统梳理前人研究成果的基础上,本文尝试构建了适合中国实际旅游目的地竞争力评价的指标体系,该指标体系包括旅游吸引力因素、旅游实力因素,旅游潜力因素。在此基础上运用重要性-绩效分析方法(IPA),实现对某一特定的旅游目的地竞争力因素进行诊断性分析:形成以重要性和绩效性为测度的四个象限。最后,以云南旅游竞争力因素调查为基础,运用IPA法分析了云南省旅游目的地竞争力优劣势,并针对性地提出了提高云南省的旅游竞争力策略性建议。

Since 1990s, tourism competitiveness research has increasingly been paid attention to and it has captured the tourism research. Based on the related research literature available, this paper formulates a practical index system for evaluation of tourist destination competitiveness, which covers the following factors： tourist attractiveness, tourism capabilities and potentials. Based on index measure values obtained from scale table surveys and statistics, the Importance-Performance Analysis （IPA） system can diagnose and analyze competitiveness factors of a tourist destination for the formation of four quadrants based on the IPA measures. Finally, based on the survey of Yunnan tourism competitiveness factors, the strengths and weakness of Yunnan tourist destination are analyzed by means of Importance-Performance Analysis （IPA）, and strategic measures are proposed to enhance its competitiveness. The core competitiveness factors of Yunnan as a tourist destination include natural resources, pleasant climate, ethnic folklores and customs, resources for conferences and exhibitions, national A level scenic spots, number of tourists, tourism revenues, and the ecological environment. Those factors need to be maintained. The low-importance and high-performance factors, such as traffic cost, public security, industrial management, tourism human resource and financial system, need to be maintained but are not the key factors. The increasing of the low-importance and low-performance factors, such as historical remains, tourism shopping, eating and recreation, travel agency, nature disaster, needs to be restrained. The high-importance and low-performance factors include hotel, tourism income, average expenditure and government investment. It is urgent for Yunnan tourism industry to improve the quality of its tourists so as to develop in an intensive approach; to change its tourism industry structure for its optimization and upgrading. The govemment should increase tourism investment to drive the social capital investment in tourism.