海南入境旅游客源国和目的地研究——基于波士顿矩阵模型

Study on the Source Country and Destination of Hainan Inbound Tourism Based on Boston Matrix Model

运用波士顿矩阵模型分析海南2009—2018年入境游客的客源国游客数量和变化情况以及2011—2018年各市县作为旅游目的地的入境游客数量和变化情况,从市场占有率和市场增长率入手,将海南入境旅游客源国和目的地划分为明星、金牛、幼童、瘦狗四种类型。通过对这四种市场类型及它们之间的转换进行分析,有针对性地提出海南入境旅游客源国和目的地市场营销策略,以期为建设海南国际旅游消费中心提供决策依据。

This paper analyzes the changes of inbound tourists from 16 countries in Hainan Province from 2009 to 2018,and the changes of inbound tourists in 18 cities of Hainan Province from 2011 to 2018 based on the Boston matrix model.According to analyzing market share and market growth rate,The source country and destination of inbound tourists of Hainan Province are divided into four types:Stars,Cash Cows,Question Marks and Dogs。Based on the analysis of the four market types and their transformation,this paper propose the marketing strategies of Hainan's inbound tourist source country and destination,in order to provide the decision-making basis for the construction of Hainan international tourism consumption center.