基于SSM方法的桂林市入境旅游市场客源结构分析

SSM-based Analysis of Structure of Inbound Tourists in Guilin

偏离——份额分析法(简称SSM)是考察区域经济结构极其重要的一种方法。客源市场结构变化是旅游目的地发展战略制定的主要影响因素。通过SSM法对2001年至2008年桂林市入境旅游人数的分析,发现桂林入境客源市场中,东南亚市场增长较快,份额呈上升趋势;港澳和欧美市场结构份额比较稳定;中国台湾、日韩等市场的结构呈弱化的趋势。总体看来,虽然桂林市入境旅游客源市场基础较好,但竞争能力较差,整体呈下降趋势。建议从市场营销、提升市场占有率和旅游产品质量三个方面进行改进。

The shift-share analysis method(SSM) is an extremely important method to inspect regional economic structure.The change in the tourism market structure is a major factor when making the developing strategies of tourist destinations.Through the analysis of the data of Guilin’s inbound tourists from 2001 to 2009 with SSM,this study finds that to the whole tourism market in Guilin,both tourists from Southeast Asia and the market shares grow faster than the average;and that the structure shares of tourists from Hong Kong,Macao,Europe and North America are fairly stable;and that the market structures of Taiwan,Japan and South Korea become weaker.Generally speaking,its competition has declined even though the whole market has a good foundation.So,three suggestions on improving marketing,the quality and market share of Guilin’s tourism products are offered.