德国旅华客源市场特征与拓展分析

Analysis on the Characteristics and Expansion of Germany Visiting-China Market

中德务实合作是大国关系的典范,德国也是我国在西欧地区最大的客源国之一,因此研究德国旅华客源市场具有十分重要的现实意义。以连续多年的大量统计资料为基础,并利用季节性强度指数、GIS技术等研究方法,从人口统计学、时空结构和消费行为等三方面对德国旅华客源市场进行了全面审视,将分析结果与其他客源国市场进行了比较,结果表明:①人口统计学特征复杂,男性、中青年、观光游客和商务游客占据较大比重;②年际间游客人数总体增长,年内接待表现为双峰型,在华呈现"由沿海向内陆、由首都向华北"的扩散规律,出境离华后多以回到本国为主;③入境方式多样,参团比例高,人均消费高,但交通占去绝大部分,平均停留时间长;④可以从旅游合作领域、旅游产品供给和旅游服务质量三方面进行市场拓展。

Pragmatic cooperation between China and Germany is a model of rela-tions among major powers, Germany held the China Year of Culture in 2012, Germany is also one of China’s largest tourist country in Western Europe, so it has a very important practical significance to study Germany visiting-Chi-na market. Based on the series of statistics data, and based on the methods of Seasonal Strength Index and GIS Technology, this paper analyze the Germany visiting-China market from the following three aspects: demographic, time &spatial structure and consumer behavior, and we analyze the results with oth-er tourist source countries. The results show that: (1)The demographic char-acteristic is complex except male, youth, tourists and business visitors oc-cupy a large proportion; (2)The Germany visiting-China market grow in the overall annual and it’s bimodal within the years, Germany visitors mainly choose the following provinces or cities as their destinations, including Beijing, Shanghai, Zhejiang, Jiangsu and Hubei, they move forward from east China to west China, or from capital to north China, and most of them return to Germany; (3)The Germany visitors entry China through many ways, such as airplane, ships and so on, most of them participate in team, the consumption per capita is very high especially transport costs, and they stay a long time in China, (4)we put forward some suggestions for the market expansion from three aspects, including tourism cooperation area, tourism product supply and tourism services quality.