琅琊山风景区旅游客源市场分析与开发研究

Market Analysis and Development Research on Tourists in Langya Mountain

旅游资源开发与客源市场密切相关,客源是旅游发展的原动力。对客源市场的研究为旅游资源开发指明方向,加速风景区的发展、提升其综合接待能力。本文基于客源市场相关理论,结合游客问卷调查结果,系统分析了琅琊山的旅游市场的时间和空间特征、客源结构等。结果表明,长三角地区已成为了琅琊山旅游客源的核心市场;客源市场和游客集中指数较高表明琅琊山游客的客源地相对集中,客源市场吸引范围一般;时间上分布以节假日和双休日为主体;游客的职业和年龄结构表现出明显以中青年为主体等特征。并针对旅游客源市场存在的不足,提出琅琊山旅游市场开发的对策与措施。

Tourism resources development is closely related with the tourist market. Tourist is the driving force behind the development of tourism. The research for tourist market is conducive to the development direction for tourism resources, accelerates the development of scenic area, and improves the overall reception capacity. Based on the theory of source markets and combined with the results of ques- tionnaire, this article systematically analyzes the spatial and temporal characteristics and source structure of the tourism market in Langya Mountain. The results show that the Yangtze River Delta region has become the core tourist market for Langya Mountain. It demonstrates that the source of tourists of the Langya Mountain is relatively concentrated and the attracting radius of the visitor market is general due to the visitor market and the relatively higher visitor concentration index. Distribution of time mainly includes weekends and holidays. Occupation and age structure of tourist show the characteristics of middle--aged and young group significantly. Finally strategy and measures are proposed for the development of tourist market in Langya Moutain for solving its shortcomings.