中国入境游客旅游目的地选择特征及变化

Destination Selection Features and Changes in Inbound Tourists to China

入境游客旅游目的地的选择及变化对我国各地区入境旅游市场的开拓及政策制定有重要影响。利用游客集中度、市场集中度等方法分析了1996-2010年我国主要入境旅游客源市场游客的旅游目的地选择及变动,采用亲景度理论分析了入境游客对各类城市和区域的旅游目的地选择偏好,并阐明了入境游客旅游目的地选择对各市场竞争态的影响。结果发现:主要入境游客类型对各类城市和区域旅游目的地选择偏好及变化差异较大,近程客源市场游客的目的地选择偏好程度呈现明显的距离衰减规律,远程客源市场则不明显;日韩为代表等传统客源市场与东南亚、俄罗斯为代表的新兴客源市场游客对城市类型的选择性及变动存在较大的差异;中国主要入境客源市场游客的旅游目的地选择呈现高度的地理和市场集中性,但集中程度逐步下降;入境游客的旅游目的地选择偏好与旅游目的地的客源市场竞争态状况存在着较强的正相关性,入境游客对旅游目的地的选择偏好是影响旅游目的地市场竞争态的主要原因。最后,根据入境游客旅游目的地选择的变化及所引发的竞争态势变动提出相应的入境旅游市场开拓建议。

The destination choices of inbound tourists and changes in these decisions have an influence on regional inbound tourism market development and policy formulation. Here,we examine 60 major cities using geographic concentration and the market concentration of major inbound tourism markets to analyze inbound tourists' destination choices from 1996 to 2010. We also used the tourist preference scale model to analyze the preferences of inbound tourists. We found that the preference of inbound tourists for types of cities and regions shows certain regularity. The main types of preferences for various types of urban and regional tourist destinations and change have large differences. The selection of short-range tourist markets presents a significant degree of preference distance attenuation law;the long-range tourist marker is not obvious. There is a huge difference between emerging tourist markets such as Southeast Asia and Russia and mature markets such as Japan and South Korea. China's main inbound tourist destination choices have high geographic and market concentration,but with rapid development in tourism the degree of concentration shows a gradual downward trend. There is a strong positive correlation between destinations and competitive state conditions. Inbound tourists' choices are the main factor affecting market competition. Based on these differences we can determine the main impacts of inbound tourist destination choices and suggest a corresponding inbound tourism market development proposal.