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海洋旅游作为中国最具发展潜力的旅游产业,对其潜在旅游者行为特征分析,有助于更好地把握市场动向,为科学发展海洋旅游提供支撑。通过构建潜在市场规模测算模型,对中国潜在的海洋旅游市场规模及其空间格局进行了分析。借助网络调研平台,对潜在旅游者的消费行为特征进行了研究。依托发生学理论,对制约游客海洋旅游市场出行的内在因素进行分析;通过对比国际海洋旅游目的地,对造成高端海洋旅游市场流失的外部因素进行分析。研究结果显示:(1)中国潜在海洋旅游市场规模约占国内市场20%左右,空间分布受经济与距离双重影响呈现出东-西梯度递减的格局;(2)中国潜在海洋旅游市场的期望偏好特征总体优于国内其他旅游市场,然而依然以初级的观光休闲型消费为主;(3)潜在市场转化为现实市场的内在制约因素主要是旅游消费和闲暇时间,而造成高端市场流失的外在制约因素主要是景区秩序和服务水平。
As the tourism industry with the most potential for development in China, marine tourism analysis of the characteristics of its potential tourists will help to better grasp market trends and provide support for the scientific development of marine tourism. Through the construction of a potential market size measurement model, the potential sea market size and spatial pattern in China are analyzed. With the help of internet research platform, the characteristics of potential tourists’ consumption behavior are studied. Based on genesis theory, this paper analyzes the internal factors restricting the travel of tourists in ocean tourism market. By comparing the international marine tourism destinations, it analyzes the external factors that cause the loss of high-end marine tourism market. The results show that: (1) The size of China’s potential ocean tourism market accounts for about 20% of the domestic market, and the spatial distribution has a decreasing east-west gradient due to the dual impacts of economy and distance. (2) The expected preference of China’s potential ocean tourism market The overall characteristics are superior to other tourist markets in China, however, they are still dominated by primary sightseeing and leisure consumption. (3) The inherent constraints of the potential market being transformed into the real market are mainly tourism consumption and leisure time, while the external market causing loss of high- Constraints are mainly scenic order and service levels.