陕西省入境旅游市场结构的SSM分析

A SSM Analysis on the Structure of Shaanxi Inbound Tourism Market

文章选取陕西省主要海外客源国(地)2005—2009近五年的数据位样本,采用转移—份额分析法(SSM)对陕西省入境旅游市场的结构变化进行分析,发现欧美、大洋洲市场的市场份额与竞争力呈现上升趋势;东南亚市场持续低迷;日、韩两个传统市场呈现"双低"结构;陕西对其他客源市场表现出了较强的吸引力;依据结构现状将陕西省入境旅游市场划分为重点市场、基础市场和机会市场,分别提出优化策略。

This paper gives an objective situation of Xi＇an inbound tourist market on the relevant statistics from 2005-2009,based on the SSM analysis the structure of Shaanxi inbound tourism market,the author finds out that tourists from European market,North American market,Australian market take large part of inbound market and on the rise;the market share and competition of Southeast Asian market are weak;Japan and Korea,two traditional inbound market display ＂double low＂ status;Shaanxi shows a strong attraction to other source market,based on the structure,Shaanxi inbound tourism market is divided into the key market,important market,opportunity market,some developing strategies are proposed for Shaanxi based on all of status and tendencies.