论反向旅游

旅游目的地选择是旅游需求与旅游供给双方互动的过程，必须从旅游目的地属性与旅游者属性两个方面予以分析。已有的旅游需求模型用来激发或改变消费者旅行行为策略不敏感，不能满意解释旅游流的时空特性。为此提出“反向旅游”概念，并就其内涵、现实意义及产品开发和营销中应注意的问题进行了深入的讨论。反向旅游的表面是追求景观差异的极大化，实质是追求利益极大化，也是一种跨文化旅蝣行为。和一般旅蝣相比，反向旅蝣的求知求奇效益更大。但“反向旅游”广泛而不普遍，有时只停留在表面。可以从时间、空间、文化等多方面开发反向旅游产品，锁定消费群体开展有针对性的营销。

Discussion on Reverse Tourism

The choice of tourism destination is a process in which tourism demand and tourism production effect each other,so we should analyze it from the attribute of tourism and tourist.The model of tourism demand that we have known does not have enough sensitivity in arising or changing the consumers' behavior and can not give a good explanation about the time-space characteristic of tourism current. Then,we put forward the concept of Reverse Tourism,and have had a deep discussion about the meaning and realism significance of the concept,and about something important in production development and marketing.It seems that reverse tourism pursues the greatest difference of the sight,but in fact it aims the maximum of interest.It is a tourism behavior of cross cultures.Compared with general tourism,it's benefit more in seeking knowledge.But it may not be accepted by all of us,and when we develop productions of reverse tourism in the aspects of time,space and culture,we must aim at some consumers and make some marketing with pertinence.