四川冬季旅游市场特征与开拓研究

CHARACTERISTICS AND DEVELOPMENT OF SICHUAN'S WINTER TOURISM MARKET

以提出相应对策促进冬季旅游的健康发展为目的,深入分析了四川冬季旅游市场的特征以及制约其发展的因素。基于四川旅游政务网2004—2010年的月旅游统计数据,四川冬季旅游是全年中最薄弱的环节。冬季入境旅游市场主要集中在日本、美国、新加坡、韩国和泰国,占四川冬季入境游客总量的56.06%,人均停留时长为1.78天,低于春夏季节并呈现下降趋势,但冬季的人均花费最高;冬季国内市场主要集中在四川、广东、重庆、北京和上海,占四川冬季国内入川游客总量的72.42%,尤其以四川本省游客为主,人均花费低于夏秋季节并且年际波动大。分析发现天气和气候因素、冬季旅游产品和市场开发力度弱以及冬季旅游市场研究的缺乏影响了四川冬季旅游市场的发育,最后提出了相应对策。

This paper analyzes the characteristics and developing constraints of Sichuan＇s winter tourism market and presents approaches to promoting a healthy winter tourism market. Based on 2004-2010 tourism data in Sichuan Tourism Wcbsite, Sichuan＇s winter is a bottom in the whole year for tourism. The inbound tourists in winter are mainly from Japan, the USA, Singapore, South Korea and Thailand, amounting to 56.06% of the total inbound tourists. The average staying time per person is 1.78 days, lower than other seasons, descending but spending more. The domestic tourists are mainly from Sichuan, Guangdong, Chongqing, Beijing and Shanghai, amounting to 72.42% of the total domestic tourists into Sichuan, with Sichuan＇s tourist as the most. The average spending per person is lower than other seasons and fluctuates. The climate, poor winter tourism products and lack of winter tourism market study limit the development of Sichuan＇s winter tourism market. This paper presents approaches.