基于市场需求特征分析的旅游市场拓展研究——以浙江省为例

A Study on Tourism Market Expansion Based on the Analysis of Tourism Market Demand Characteristic——Take Zhejiang province for example

旅游市场需求构成以及动态发展特征是区域旅游产业发展的指示器。浙江市场需求特征表现为:国内市场需求占主导地位,体现以观光游览和休闲度假为主要目的,以企事业管理人员和公务员为主体的游客职业构成;入境旅游市场以外国人需求为主体,体现以商贸人员的商务活动为主体的市场构成等。形成浙江市场需求状态的主要原因在于推进传统观光产业向休闲度假等产业转型,参与"长三角"旅游区域合作,改善区域经济文化总体环境等。未来浙江旅游市场拓展应该在推动旅游产业集群化发展进程、提升区域旅游竞争力拓展新型旅游业态、关注资源非优区旅游业宽度的拓展、转变营销理念与方式等方向上有创新性作为。

Tourism market demand structure and dynamic development characteristic are indicators of regional tourism development. Market demand characteristics of Zhejiang Province are shown as： the domestic market demand is in the dominant position and the managers of enterprises and institutions serve as a main body in the occupational structure with the purpose of sightseeing or leisure; the foreign tourist is dominant in the inbound tourism market and business activities serve as a main body in the market structure characteristic. Analysis suggests that：pushing forward the tourism industrial transformation from traditional sightseeing to leisure and vacation tourism, participating in the tourism regional cooperation in Yangtze River Delta, improving regional economic and cultural environment are the main reasons of the forming of Zhejiang tourism market demand. Promoting tourism industrial cluster development, enhancing regional tourism competitiveness and expanding new tourism business, widening the tourism business in the places lacking of tourism resources, changing marketing concept and creating marketing mode are strategic measures of expanding Zhejiang tourism market in the future.