17陈学娇-65-云南国际旅游客源市场结构演变及优化

―*710062―F592A―121100NiiXGT11///1nniiiiiiiBFFCC―1/1kkillFCDFC――2―――051015202530354045200020012002200320042005200620072008年份地理集中度指数Fig.1GeographicalconcentrationindexchangesofmajorinternationaltourismmarketsinYunnanProvince0100000200000300000400000500000600000700000800000200020012002200320042005200620072008年份国际游客数量/人亚洲欧洲美洲大洋洲Fig.2TrendchangeofinternationaltouristsfromeachcontinenttoYunnan―2000年2001年2002年2003年2004年2005年2006年2007年2008年Fig.3ScalerankchangeofmajorinternationaltourismmarketsofYunnanProvince12.41.235.36.3154.111.513.717.420.31624.839.920.112.825.311.6051015202530354045国际游客总体日本韩国马来西亚菲律宾新加坡泰国美国加拿大英国法国德国俄罗斯澳大利亚印度尼西亚意大利新西兰年均增长率/%―Fig.4Annualgrowthrateoftouristsofmajorinternationaltouristmarketsduring2000-2008Tab.1ChangesinshareofmajorinternationaltourismmarketsinYunnanProvince―――3Tab.2Marketbiasindexanddevelopmentindexof16majorinternationaltourismmarketsinYunnanProvincein2008Fig.5Developmentstatematrixof16majorinternationaltourismmarketsinYunnanProvinceTab.3Conditionsof16majorinternationaltourismmarketsinYunnanProvinceFig.6ThemarketinggoallevelsoftheinternationaltourismmarketsinYunnanProvince4―5EvolutionandOptimizationoftheInternationalTouristMarketStructureofYunnanCHENXuejiaoSUNHuInstituteofTourismandEnvironmentSciencesShaanxiNormalUniversityXi’an710062ChinaAbstractWiththe2000-2008statisticsofinboundtourismstructureevolutionanddevelopmentof16maininternationaltourismmarketsofYunnanareanalyzedbyusinggeographicconcentrationindex,marketshareindexandmarketdevelopmentindex.Theresultsshowthatinthepast9yearsthespatialstructureofthemarketwassteadyandthemarketsweremainlydistributedinAsiaandEurope.TouristsweremainlyfromJapan,Thailand,KoreaandotherfourAsiansourcemarketsbuttheirdevelopingtrendweredifferent.Marketshareofthosecountrieschangedmuch,forexamplethemarketshareofthetouristsfromJapanandSingaporedeclinedsignificantly.Theanalysisoftouristmarketdevelopmentstateshowsthattheinternalstructureofthemarketsisdevelopinguncoordinatedwiththeexpectations.Inthispaperthe16touristmarketsareclassifiedinto4marketingtargetlayers:exploitation,development,stabilizationandremediation,andstructureoptimizationoftouristmarketsarealsodiscussedfromtheanglesofmarkettargetandmarketingtargetlayers.Keywordsinternationaltourismmarket;marketbiasindex;marketdevelopmentindex;marketstructure;YunnanProvince―