摘要
准确认识客源市场空间分异是市场定位和等级划分的基础。但是,由于缺乏刻画整体客源市场空间分异规律的量化方法,长期以来,旅游业界对整体客源市场进行定位和等级划分时主要利用既有市场分析的结果推测或经验判断。文章借用等时线和等费线(包括绝对等费线和相对等费线)概念,以西安自驾游市场为例,试图解决该问题。经过研究,文章的主要结论有:(1)在距离衰减规律的作用下,整体客源市场呈现以目的地为中心,以"差序格局"向外衰减的同心圆圈层结构;(2)等时线和等费线能够从旅行时间和费用的角度定量刻画整体客源市场的空间分异;(3)国内自驾游客源市场可参考驾驶时间2小时、8小时、16小时或以单程交通费用376.68元、1337.32元、2783.50元或以单程交通费用与居民可自由支配收入之比3.49%、10.52%、19.97%划分基础市场、主体市场、拓展市场和机会市场;(4)西安的国内自驾游基础市场和主体市场潜力巨大。
Geospatial differentiation of the tourist market is the basis of positioning and grade division for tourism destinations, and has attracted much research. A series of methods have been used to identify the geospatial differentiation of the tourist market, which can now be analyzed easily using tourist statistical data. However, the tourist market includes not only the tourists that the destination has entertained; but also the broader market that has not yet visited the destination. These potential visitors are important for the development of the destination; therefore, it is important to develop this market. Unfortunately, a suitable method has not been identified to reveal the geospatial differentiation of the total tourist market （TTM, including visitors and nonvisitors）, and the current methods are all based on the existing tourist market （ETM）. Therefore, we have to judge the differentiation of the TTM using the results of ETM analysis or experiences in destination marketing and tourism planning. This study brings in the concepts of isotime and isodapanes circles （including absolute isodapanes and relative isodapanes circles）, and Xi＇ an, China, a hot tourism destination with several attractions including the Terracotta Army, was chosen as the study site. The self-driving market of Xi＇an was chosen to explore the total tourism market because it is the most popular style of tourism in China, with 53% of Chinese domestic tourists self-driving in a population of 1.73 billion in 2013. The research data comes from various sources including statistics offices, government work reports, bulletins of the national economy and social development, media reports, and Sogou E-map. Then, the following conclusions were drawn. Firstly, the geospatial differentiation of the TTM could be revealed by isotime and isodapanes circles, which may improve the accuracy of tourist market positioning and grade division. Secondly, the geospatial differentiation of the TTM presents a ＂chaxu pattern＂ （differential pa
出处
《旅游学刊》
CSSCI
北大核心
2015年第10期89-98,共10页
Tourism Tribune
基金
国家自然科学基金项目"距离对旅游目的地形象的影响:西安与杭州的对比研究"(41371497)
新世纪优秀人才支持计划"外国旅游者入境前后对中国旅游感知形象的对比研究"(NCET110673)
中央高校基本科研业务费专项资金项目"不同地域文化群体的目的地形象感知差异研究"(GK201504014)资助~~
关键词
距离衰减规律
等时线
等费线
总体客源市场
空间分异
distance decay
isotime
isodapanes
total tourist market
geospatial differentiation
