摘要
文章运用波士顿矩阵理论模型,对浙江省入境旅游市场2000—2007年统计数据进行分析,将浙江省入境旅游客源市场、目的地市场分别分为金牛、明星、幼童和瘦狗四种类型。并从中发现,宏观上浙江省入境旅游市场已进入稳步发展期,但微观上还存在明星市场空白、发展后劲不足等问题,并在此基础上明确了向欧美市场拓展的方向。对于各接待地来说,区位条件、旅游资源、产业基础等是影响其竞争力的重要因素,抓住优势,准确定位是向高等级市场类型成功跨越的关键。
By means of Boston Matrix Model, the authors analyze the statistic data from 2000 to 2007 and divide source and destination market of Zhejiang＇s inbound tourism into four categories cash cows, star, problem children and dogs. The result indicates that the inbound tourism market of Zhejiang is characterized by： on the steady growth stage in general, the absence of star market and impetus in detail. The paper proposes that developing Europe and America market is the effective way to expand Zhejiang＇s inbound tourism source and destination market on the basis of analysis. As for destinations of Zhejiang＇s inbound tourism, location, tourism source and basis of industry are important factors to affect their ability of competition. They exactly position at their advantage, it is the key to successfully climb superior market.
出处
《华东经济管理》
CSSCI
2009年第3期18-21,共4页
East China Economic Management
关键词
波士顿矩阵
入境旅游
竞争态
浙江省
Boston Matrix
inbound tourism
competitive state
Zhejiang province
