旅游市场客源结构的SSM分析——以上海市海外游客市场为例

转移-份额分析法是考察区域经济结构极其重要的一种方法.客源市场结构变化是旅游目的地发展战略制定的主要影响因素.基于海外游客市场结构的SSM分析,发现上海海外客源市场中,日、韩、德、加、泰及澳大利亚等市场结构份额比较稳定,港澳台地区及马、菲等市场呈现结构份额下降趋势,美、英、新等市场结构份额呈上升趋势;港台地区和美、英、德、新、俄市场竞争潜力较强;澳门地区及马、韩市场竞争潜力呈现弱化趋势,应引起上海乃至中国拓展海外旅游市场营销的关注.

A SSM Analysis on the Structure of Tourism Market——A Case Study on Shanghai Oversea Tourism Market

The shift-share method is a very important method in studying the economic structure of a region. The change in the market structure of tourist resources is a major influential factor in the making of the developing strategy of tourist destination. Based on the SSM analysis of the market structure of the oversea tourist resources, the author finds out that in the updated oversea tourist resources market structure, tourists from Japan, Korea, Germany, Canada, Thailand, and Australia are relatively stable while tourists from Hong Kong, Macao, Taiwan, Malaysia and the philippines are descending; tourists from the U. S. A, UK, and Singapore are arising; the potential competition in the market share in Hong Kong, Taiwan and the U. S. A, UK, Germany, Singapore, and Russia is obvious,, and the competition in the market share in Macao, Malaysia, and Korea is weakening. All of those tendencies should be cared in developing the oversea tourist resources marketing.