福建省入境外国游客客源结构的优化分析

Optimal Analysis of Inbound Foreign Tourist Structure in Fujian Province

根据有关年鉴公布的统计数据,利用多种方法对福建省入境外国游客客源结构进行综合分析.结果表明福建省周边的亚洲国家近程游客份额在不断缩减,欧美远程游客份额在不断增加.聚类分析和竞争态分析表明福建省的入境外国游客市场可以细分为核心市场?主要市场?潜在市场和机会市场4级.转移-份额分析表明福建省入境外国游客市场结构欠佳,发展前景堪忧.今后应注意改变营销策略与投资方向,促进市场结构的优化调整.

Based on statistical data available in official yearbooks,the inbound foreign tourist structure in Fujian Province was comprehensively analyzed through combination of multiple methods.Statistical analysis shows that the share of tourists from Asian neighboring countries has decreased continuously,and the share from European and American countries has increased steadily.Cluster analysis and competitive-state analysis indicate that the foreign tourist market can be segmented into 4 major sections such as core market,major market,potential market and opportunity market.Shift-share analysis suggests that there exist some problems in foreign tourist structure and the situation is likely to grow worse in future.In order to promote optimal regulation of market structure,it is necessary to readjust the marketing strategy and change the investment direction.