青海入境旅游客源市场结构演化的SSM分析

本文运用SSM分析方法,以2000—2009年青海入境旅游统计数据为依据,对青海入境旅游客源市场结构变化进行分析。结果表明:2000年以来,青海入境旅游客源市场总体发展水平远远低于全国水平;总结构偏离分量为正,市场结构效果较好;总竞争力偏离分量为负,市场竞争力较弱。同时,入境客源市场中台、日、新加坡呈现结构份额下降趋势,美、德、韩、英等市场结构份额呈上升趋势且增加幅度较大,其他市场结构增加幅度较小;美、德、韩、澳大利亚市场竞争潜力较强,台、港、日、新加坡市场竞争潜力呈现弱化趋势。在此基础上有针对性地提出了青海省入境旅游市场进一步拓展的建议。

An SSM Analysis on Market Structure Evolution of Qinghai Inbound Tourism

The shift - share method （SSM） is a very important method in studying the economic structure of a region. The study analyzes the structure evolution of Qinghai inbound tourism market from 2000 to 2009 based on the SSM analysis, and finds that the development level of Qinghai inbound tourism market is far lower than the national level since 2000. If the general component of structure deviation is positive, the market competitiveness is strong. On the other hand, if the general component of structure deviation is negative, the market competitiveness is weak. Meanwhile, the share of entry tourist market from Taiwan, Japan and Singapore is presenting a downtrend. The market structure share from the United States, Germany, South Korea, and England shows an ascendant trend and the increase is rapid. However, other share of markets grows slowly. The market competition potential of the United States, Germany, South Korea and Australia is stronger, while the market competition potential of Taiwan, Hong Kong, Japan and Singapore presents a weakening trend. This paper puts forward the positioning of target market and suggestions of marketing orientation.