西北丝绸之路旅游区入境旅游客源市场结构变化研究——基于SSM的分析

Research on the Inbound Tourist Market Structure of the Northwest Silk Road Tourist Areas Based on SSM

依据《中国旅游统计年鉴》(2001年和2012年)数据,运用SSM对西北丝绸之路旅游区入境旅游客源市场结构变化进行了分析.研究表明:西北丝绸之路旅游区入境旅游客源市场整体结构比较合理,主要目标客源市场保持相对稳定,目前的营销策略比较得当,但是入境旅游客源市场总体发展速度要略低于全国平均水平,总体竞争能力较弱.同时结合Shift-Share分析图表,提出了西北丝绸之路旅游区入境旅游营销的建议.

According to the data from China Tourism Statistics Yearbook（2001,2012）data,by using shift-share method,the inbound tourist market structure of the Northwest Silk Road tourist areas is analyzed. The research shows that the inbound tourist market structure of the Northwest Silk Road tourist areas is reasonable ,the main target market remained relatively stable,the current marketing strategy is appropriate. But the inbound tourist source market of the overall growth rate is slightly lower than the national average level,the overall competition ability is weak. At the same time,the countermeasures on tourism marketing of the Northwest Silk Road tourist areas are given with the corresponding Shift-Share chart analysis.