| 基于SSM方法的云南省入境旅游客源市场结构演变及营销策略分析 |
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| 引用本文： | 李伟,王东琴.基于SSM方法的云南省入境旅游客源市场结构演变及营销策略分析[J].西部经济管理论坛,2018,29(2):52-61. |
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| 作者姓名： | 李伟 王东琴 |
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| 作者单位： | 1.云南大学国际学院 云南昆明 650091 |
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| 摘 要： | 目的/意义]基于SSM方法分析云南省入境旅游客源市场结构演变及未来发展趋势, 提出云南省入境旅游客源市场优化的营销策略。 方法/过程]本文在选取云南省2001年至2015年境外旅游客源相关数据基础上, 利用SSM分析法, 评价云南省境外旅游市场结构变化及客源市场变动趋势分析。 结果/结论]研究显示:云南省入境旅游客源市场发生了显著的结构性变化, 多个客源国(或地区)的客源市场结构地位出现不同程度的下降; 从地域空间结构来看, 整体上形成了以亚洲为核心的圈层递减现象, 且明显受文化背景、地缘关系、境外经济发展环境、社会安定等因素影响; 云南入境旅游客源市场主体较为多元化, 但仍以局部客源区域为主, 呈散状分布于全球各地; 云南入境旅游客源市场总体发展出现衰退趋势, 要实现入境旅游的转型升级需统筹规划、创新营销渠道。
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| 关 键 词： | 入境旅游 客源市场 转移-份额分析法(SSM) 市场结构 云南省 |
| 收稿时间： | 2017-09-14 |
Analysis on the Evolution and Marketing Strategy of Inbound Tourist Market in Yunnan Province Based on SSM Method |
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| Authors: | Li Wei Wang Dongqin |
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| Affiliation: | 1.International College, Yunnan University, Kunming, Yunnan 650091, China |
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| Abstract: | Purpose/Significance]Based on the SSM method, this paper analyzes the evolution and future development trend of inbound tourist market in Yunnan province, and puts forward marketing strategy of inbound tourism market in Yunnan.Method/Process]Based on the data of oversea tourists in Yunnan Province from 2001 to 2015, this paper uses SSM analysis to evaluate the changes of oversea tourism market structure and the trend of tourists'market in Yunnan Province.Result/Conclusion]The research shows that the inbound tourist market of Yunnan Province has changed significantly in structure, the source market structure status of a number of countries (or regions) declines to various degree.From geographical space structure, the decline starts from Asia as the core of circle reduction, which obviously affected by cultural background, geographical relations, oversea economic development, social stability and some other factors.Yunnan inbound tourism market is diversified, but still dominated by guest source area scattering around the world.Facing the decline trend of inbound tourism market, Yunnan has to make transformation and upgrading of inbound tourism, especially explore new marketing channels. |
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