中国省际入境旅游客源市场结构与互动格局——基于2-模网络分析

Structure and interaction of China's inter-provincial inbound tourism market:A 2-mode network analysis

入境旅游市场的整体格局与特征是制定入境旅游发展战略的重要依据。本文基于2-模网络分析建立了中国省际入境旅游客源国市场隶属网络,采用中心度和奇异值分解法进行分析,从O-D互动视角审视各省(市、区)在全国入境旅游客源市场整体结构中的功能和作用,分析省份—客源国、省(市、区)之间的互动格局。结果表明:1从各省(市、区)来看,入境游客规模优势并未带来相应的客源市场互动结构优势,通过与核心客源市场建立普遍的市场联系,使各省(市、区)的中心度得分较为一致;另一方面,韩、日、美等客源大国则成为隶属网络中的结构核心,成为连接不同省(市、区)的关键角色。2入境旅游客源国市场互动结构中存在3个特定的市场组团,即亚欧+多区域均衡组团、俄罗斯+南北联动组团、欧美+口岸—内地中转组团,这成为遴选市场开拓对象和合作省份的重要依据。本文相关结论可为各省(市、区)优化入境旅游客源国市场营销组合、组织旅游产品等提供借鉴。

The spatial patterns and characteristics of overall inbound tourism markets are an important basis for setting out tourism development strategies in certain regions and across China. The patterns and structures of the inbound tourism market not only depend on the tourist capacities of each region, but also the interactive relationships between the origins and destinations （O-D）. This study builds a Chinese inbound tourism market affiliated matrix of provinces to source countries in view of O-D interaction, which is based on a 2-mode network analysis from social network theories, and then analyzes the network by centralities models and singular Value Decomposition （SVD） so as to reveal the functions of each province in the network and the interactive patterns. It concludes that： first, larger tourist capacity of provinces does not create more structural advantages in tourism market interaction network. The overall construction is relatively balanced, and the centralities of provinces are similar to their neighbors＇. But otherwise, Korea, Japan, America, and so on, which are the major sources of Chinese inbound tourism market, become the core actors in the network. Second, there are three clusters in the inbound tourism affiliated network, which are the balanced cluster of Asia-Europe to multi-regions in China; the cooperative cluster of Russia to the north-south region of China; the transit cluster of Europe- America to port and inland of China. This is a basis for provinces to select tourist source countries and cooperation partners. These findings may inform inbound tourism marketing program and strategy development, planning itineraries, and designing tourism products for provinces in China.