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Part 1: Model of the current situation of the tourism market
Key words: Langshan; Shaoyang; Tourist market; development
1、 Langshan Tourism Resources
（1） Overview of Langshan
Langshan is a rare large-scale Danxia landform scenic spot in China and even in the world. It is located in the southwest of Hunan, facing Nanyue in the east, Guilin in the south, and Wulingyuan in the north. Compared with the surrounding scenic spots, Langshan is geographically remote, with inconvenient transportation and relatively backward economy.
（2） Introduction to Tourism Resources
Langshan Scenic Area covers an area of 108km2 and consists of five scenic spots, with more than 77 scenic spots. It has rich resources, distinctive features, large scale, and rich Danxia landform landscape. Compared with the ancient city of Phoenix and Zhangjiajie, the scenic spot is more original and is another bright pearl in Hunan after Wulingyuan.
1. Unique natural landscape. Langshan has five scenic spots, namely Bajiao Village, the soul of Danxia, the lifelike camel peak, the deep and elegant Zixia Cave, the clear and bright Fuyi River, and the supernatural Niubi Village. There are also picturesque Danxia scenic spots, such as General Rock, Tiansheng Bridge, Chili Peak, Tianyi Lane, Elephant Trunk Stone, Whales Roaming in the Sea, and the mysterious Fengshen Cave. It gathers Danxia, Biling, Qifeng, Yougu, Shendong and Xiushui in one place, which integrates magnificence, danger, wonder, beauty, seclusion and openness.
2. Cultural landscape with rich connotation. Langshan Scenic Area boasts a galaxy of talents, celebrities, profound history and profound civilization. There are ancient animal fossils of 100000 years ago, the Neolithic cultural site of 4500 years ago - Baimian Ancient Village, the ancient castle site of peasant uprisings in previous dynasties, the Shenlong Temple site of Yue Fei Zhao'an Yang Zaixing, the ancestral temple and tombs of important officials in the late Qing Dynasty - the cemetery of Liu Changyou, governor of Guangdong and Guangxi provinces in the Qing Dynasty, and Liu Kun, minister of commerce in Nanyang. There are also famous ancient temples with flourishing incense, colorful folk customs, and many ancient buildings, cultural arts, and food cultures with national and local characteristics.
2、 An Analysis of the Current Situation of Langshan Tourist Market
（1） Characteristics of tourist source market
1. The geographical distribution of tourist sources is dominated by the tourist source market in the province. With the development and construction of Langshan Tourist Area Tourism market The tourism industry has developed to a certain extent due to the continuous development of tourism. The geographical characteristics of Langshan tourist source market are mainly tourists from within the province, while the proportion of tourists from outside the province is small, and inbound tourists are scarce. (1) Shaoyang is the main tourist in the province. According to the survey, the tourist source market in Langshan Province accounts for 94.6%, including 46.9% in Shaoyang, 22.4% in Changsha, 10.3% in Yongzhou, 6.9% in Zhuzhou and 5.9% in Xiangtan. Shaoyang is the largest tourist source market in Langshan Province. Xinning County is under the jurisdiction of Shaoyang City. Shaoyang City is a large city in the province, with a strong industrial and agricultural foundation and strong economic strength. The living standard of citizens is high, and the demand for tourism is large. It is 142km away from Langshan Mountain. There is a direct road, and the transportation is convenient. The travel rate of residents is high. (2) The proportion of tourists outside the province is low, and the inbound tourist market has not yet started. The proportion of tourists outside the province is low, and its tourist source market only accounts for 5.4% of the total, of which Guangdong accounts for 1.8%, Guangxi accounts for 1.4%, and Beijing accounts for 0.9%. A small number of other tourists come from Shandong, Shanxi, Shanghai, Qinghai, Fujian and other regions. The number of tourists in the overseas tourist source market is only a little over 0%, and the inbound tourist source market has not yet started. Because Xinning County is located in a remote area, there are no railway, aviation and other transportation facilities in Xinning County.
2. It is highly dependent on transit tourists. The main tourist source market of Xinning's tourism industry has been excessively dependent on Guilin and Shaoyang for a long time. Some are transit tourists. According to the survey, about 20% of tourists go to Guilin via Hunan. The other part is business tourists, about 46.9% of whom are foreign tourists coming to Shaoyang for business, meetings and other official business and a small number of local tourists. Only 33.1% of tourists come to Langshan for sightseeing.
（2） Problems in Langshan Tourist Market
1. The total number of visitors to Langshan Mountain has grown slowly. For a long time, the main tourists to Langshan have been transit tourists to Guilin and business tourists to Shaoyang. Tourists from these two places have always been the main source of tourists, and the rate of tourists revisiting is relatively low. The average growth rate of tourists to Langshan is only 9.5%. Since the development of Zhangjiajie in 1982, the number of tourists has increased at an annual rate of 30%, and the number of inbound tourists has continued to increase.
2. The potential of target customer source market is insufficient. In the main tourist market of Langshan, the disposable income of urban residents is three times that of rural residents, and the incidence of tourism of urban population is high. However, the total urban population is small, only 19.9409 million people. The number of tourists is limited and the scale is small. The rural population is 36.2118 million, with a large population but low income. Due to economic constraints, potential rural tourists are difficult to travel outside. According to the analysis of the tourist population characteristics, only 1.8% of the farmers come to Langshan for tourism. The development of the tourist market of Langshan fails to grasp the large group of rural areas, and the target market is narrow.
3. The tourist source structure is unbalanced. The proportion of foreign tourists and inbound tourists is too low, the proportion of men and women is very different, the consumption level is at the middle low level, the number of high-income tourists is small, the number of administrative units is majority, enterprises and students account for a part, and other professions are few, and the tourist source structure is seriously unbalanced.
3、 Reasons for the Formation of Langshan Tourist Market Problems
（1） Location disadvantage and poor accessibility
Xinning County is located in the southwest border of Hunan Province. Surrounded by the Wuling Mountains and the Xuefeng Mountains, the construction of traffic lines is very difficult. So far, only the provincial roads with lower levels are connected to the outside world. There is no railway and air transportation, so the external traffic is more difficult. At the same time, Xinning County is located in the space center of underdeveloped areas, with a space distance of more than 100km from large and medium-sized cities and a time distance of more than 4 hours. It is a tourist destination far away from tourist sources. Therefore, although Langshan's tourism resources have great development potential, it is quite difficult to organize tourist sources.
（2） Low level of tourism reception capacity and facilities
As of 2005, Xinning County has six travel agencies, which are small in scale and without international travel agencies. There are two three-star hotels, two two star hotels, three one star hotels, and fifteen county guesthouses, with 1344 beds in total; There are 40 family hotels with 808 beds in total. There is a guest house in the scenic spot with 148 beds in total, and there are 49 family hotels with 1291 beds in total. However, the tourism reception facilities of Langshan Mountain in Xinning are of low grade, mainly low-grade. At the same time, due to the underdeveloped tourism related industries, no industrial chain has been formed, and there are not many high-grade consumer places that can meet the one-stop service of eating, living, traveling, shopping and entertainment for tourists. The development of the six elements of tourism is unbalanced, food has no characteristics, and shopping has no products.
（3） Serious shielding and great difficulty in brand building
The phenomenon of tourism shielding refers to that in areas where tourism resources are concentrated, people generally do not travel to areas with inconvenient transportation because of the advantages of surrounding resources and transportation. Xinning County is surrounded by rich tourism resources. It faces Nanyue, one of the five mountains in the east, adjoins Guilin, an international city in the south, and echoes Wulingyuan, a world-famous tourist destination in the north. The tourism resources around are unique and attractive, and all are brand products, which are world famous. Moreover, these tourism resources belong to big cities, with railways, highways, aviation, etc., and convenient transportation. Langshan has no advantages in terms of location, transportation, brand, etc. It is heavily shielded by the surrounding well-known scenic spots.
（4） Insufficient publicity and low popularity
Zhangjiajie Wulingyuan Scenic Area has always been the tourist window and leader of Hunan Province, while Langshan, the largest Danxia landform scenic spot in China, is not well known due to insufficient publicity investment, which makes people feel that it is a pearl "raised in purdah and unknown to others". After seeing the beautiful scenery, Ai Qing, the great poet, sighed: "The landscape of Guilin is the best in the world, and the scenery of Lang Mountain is better than that of Guilin". However, up to now, few people know that there are poems written by Ai Qing in Langshan. It can be seen that the publicity of celebrity effect is not enough. （5） Lack of tourism talents and low service level
At present, Xinning's economic strength and managers' talent have not recognized the significance of making full use of relevant talents and introducing senior tourism management talents. Moreover, few of Xinning's tourism managers and tourism practitioners have received systematic high-level professional training, and the mobility of cadres is strong. The management personnel engaged in tourism in Xinning County are not professionals. The tour guides are all technical secondary school and high school diploma, with low quality, lack of tourism talents and low management level.
4、 The Development Conception and Countermeasures of Langshan Tourist Market
（1） Conception on the development of tourist source target market
1. Target market segmentation. The main tourist source market of Langshan is mainly in the province, and the surrounding areas account for the majority. The primary tourist source market is mainly located in nearby areas; There are a small number of tourists in Guangzhou, and there are also potential tourists in some parts of the province, which can be positioned in the secondary tourist source market; According to the current traffic situation of Xinning, the tertiary tourist market needs to be located in some areas outside the province.
2. Tourism product positioning. At present, Langshan's tourism products are mainly sightseeing, supplemented by leisure and vacation, with low cultural background and unreasonable product structure. However, tourists' choice of tourism products has changed from simple sightseeing to diversified projects such as entertainment, fitness and business. At the same time, the requirements for participatory activities in the products have also increased greatly. Therefore, the development of tourism products should increase more activity facilities that can allow tourists to participate.
（2） Countermeasures for Developing Langshan Tourism Target Market
1. Improve infrastructure and accessibility of tourist destinations. In the county, seize the historical opportunity of the national reconstruction of county and township roads, implement the "two inputs" of the state and the local, comprehensively transform the traffic facilities of each scenic spot with Langshan as the core, and realize the smooth traffic network of each scenic spot; Outside the county, we are actively committed to rebuilding the highway from Xinning to Ziyuan County, Guangxi, and the highway from Xinning to Shaoyang, widening the highway traffic network. At the same time, seize the opportunity of Luoyang Zhanjiang Railway construction and try to connect Yongzhou County and surrounding cities and counties.
2. Do a good job in the construction of tourism facilities and enhance the reception capacity. Do a good job in the construction of tourism facilities. The construction scale should be appropriate, and the various service facilities should be appropriate. It should also have high, medium, and low-grade facilities and services suitable for different levels of consumption, so that tourists can get in, live, eat well, have fun, and walk happily, giving people a feeling of staying back and forth.
3. Take the road of "joint" cooperation to improve the shielding phenomenon. There are abundant tourism resources around Xinning County, so we can make full use of the advantages of the surrounding resources, take into account the regional, spatial, sequential and restrictive characteristics of tourism development, and constantly develop new product routes in accordance with the idea of creating a large environment, focusing on large regions, and developing large tourism. For example: Shaoyang - Wugang - Suining - Chengbu - Xinning; Shaoyang - Xinning - Guilin and other combined routes form a tourism pattern of point to line, point to line combination and line to line networking, so that the golden tourism routes are connected and connected to the network, realizing the expansion of tourism routes in space, extension of time and enhancement of cultural connotation, and realizing the complementary advantages of tourism resources and sharing of tourist resources.
4. Implement brand strategy and create Danxia theme image. According to the resource characteristics of Langshan, its brand can be positioned as "the soul of Danxia" and "Langshan in China". The publicity of Langshan should highlight "one image, one slogan, one festival", that is, the image of Danya and clear water, the slogan of "Langshan Dream Danxia" and Langshan Tourism Festival. The key point of publicity is to infiltrate the external image. This is because the introduction of a preconceived image can easily make tourists have a good perception of the image of the tourist destination, form an internal image driving force, and greatly reduce the obstacles to its image ladder.
5. Strengthen personnel training and improve service level. In order to provide a good tourism environment for tourists, it is necessary to improve the service quality and management level. Travel agencies should regularly train tour guide service personnel, improve their business quality, do a good job in supporting tourism services, and develop and produce tourism products with local characteristics.
Part 2: Model Essay on the Current Situation of Tourism Market
（1） Advantages
Rich cultural tourism resources. The diversified mountain culture of Guizhou Province is represented by historical culture, Tunpu culture and national culture. The vast number of tourists are deeply attracted by its colorful, mysterious, primitive, unrestrained and enthusiastic scenic spots. There are 17 ethnic minorities in Guizhou, and the splendid national culture and simple customs are second to none in the country. Second, the climate is pleasant and comfortable. From the perspective of geological plate, Guizhou Province is a subtropical plateau mountain area with an annual average atmosphere of 16 degrees. There is no hot summer and cold winter. Under mild climate conditions, it is suitable for exploration, leisure, sightseeing, investigation and tourism all the year round. Especially in summer, many tourists from other provinces come to Guizhou for summer vacation. Third, there are abundant water resources. Guizhou is rich in water resources. There are crisscross rivers and many waterfalls in Guizhou, such as the world-famous Huangguoshu Waterfall. These rivers have a lot of drifting resources. Maotai, the national liquor brewed by the Chishui River, known as the Wine River, is also very popular.
（2） Opportunities
First, China's economic growth continues to run at a high level, and people's material and cultural living standards are constantly improved. Due to the gradual improvement of people's living quality and level, this will certainly provide a huge tourist market for Guizhou tourism. Second, the main leisure consumption mode of Chinese residents is tourism consumption. In the context of the booming national economy, the main rest consumption mode of Chinese residents has gradually developed into tourism consumption. Guizhou's tourism has been advancing steadily at an unprecedented speed, and the more socialized and popular tourism activities show a very broad space for development. Third, there is a strong demand for tourism. Because of the developing tourism industry, both tourists and travel agencies must find new tourism destinations to meet the growing demand for tourism. This leads to the possibility that Guizhou tourism will gradually develop into one of the new tourist destinations.
（3） Disadvantages
First, the traffic is particularly backward. As Guizhou is located in the Yunnan Guizhou Plateau and has many mountains, the cost of building roads and railways in this region is relatively high, which leads to poor traffic conditions and accessibility of many scenic spots. Tourists have relatively high time costs and transportation costs, and stay for a relatively short time. Second, lagging infrastructure construction. Many tourist attractions in Guizhou have inadequate infrastructure due to economic backwardness and other reasons, which leads to a lack of tourists' sense of security, let alone intimacy and comfort. Thirdly, Guizhou tourism has an overall image that is not prominent and does not show its tourism characteristics, so it can not form a strong brand. Fourth, the integration and utilization of resources has not been completed. Compared with the major tourism provinces, Guizhou's tourism industry has a certain gap in destination marketing and publicity. The industrialization of tourism in Guizhou has not yet been fully revealed, which is just a growth point of economy. It has not really become a pillar industry, with only a small driving role of related industries, which makes the development of tourism less dynamic. Fifth, the cultural connotation of tourist attractions is insufficient. In terms of development, protection and inheritance of national traditional culture, Guizhou is still in a blank area in applying for world heritage. Sixth, based on the six elements of food, housing, transportation, tourism, entertainment and shopping, there is still a big gap between the four aspects of housing, transportation, entertainment and shopping and the needs of tourists.
Part 3: Model Essay on the Current Situation of Tourism Market
[Key words] New Normal Tourism Performance North Market
1、 Definition of tourism performance
Up to now, there is no clear definition of the concept of the tourism performance in academia. According to Zhu Lixin's research on tourism performing arts, we define it as "performing arts activities with remote audiences as the main viewing objects". However, on this basis, there are several points that need to be supplemented: first, the scope of tourism performance activities is mainly within the scenic area, but not limited to it. All performances in tourist destinations that are mainly aimed at tourists can be called tourism performance. Secondly, tourism performances have special performers and specific performance venues (including theaters, hotels, large squares, etc.). Finally, the performance content of the tourism performance is mainly to show the historical culture or folk customs of the region. In different stages of development, the conditions for the realization of tourism performance will change. For example, at this stage, the mainstream tourism performance introduces modern acousto-optic technology in a large range to meet the visual requirements of tourists for the lineup of models.
2、 An Analysis of the Current Situation of the Development of Tourism Performance in the Northern Market
Tourism performance has not appeared for a long time in China. The earliest tourism performance products can be traced back to 1982, when the "Tang like Song and Dance" was staged in Shaanxi. Since then, tourism performance products have gradually come into the sight of tourists. Since the 21st century, China's tourism performance has entered a stage of rapid development, and domestic tourism performance brands such as Eternal Love Series and Impression Series have emerged one after another. Compared with the past, the tourism performance in China is now more widely distributed, the forms of performance products are more abundant, the production of performance products is more sophisticated, and the industry chain of performance products is becoming increasingly perfect.
However, after in-depth study of China's tourism performance market, we can easily find that the market distribution of China's tourism performance is very uneven. Although the scale of China's tourism performing arts market is expanding rapidly and the content of tourism performing arts is becoming increasingly rich, compared with the development of the tourism performing arts industry in the south, the tourism performing arts industry in the north, especially in the northeast, is still in the primary stage of development. The northern tourism performance market is mainly distributed in Beijing, Shaanxi, Shanxi and other places, while in the three eastern provinces, only the Northeast Errenzhuan launched by Liaoning Folk Art Troupe Co., Ltd; "Acrobatics on Ice" launched by Heilongjiang Bingshang Acrobatic Dance Performance Production Co., Ltd. In terms of the quantity and quality of performing arts products, as well as the popularity of performing arts brands, the development of the northern performing arts industry is much inferior to that of the southern performing arts industry, and is far from the development level of the foreign performing arts industry.
3、 Existing problems and solutions
（1） Existing problems
The industry lacks scale and the brand effect is poor. At present, there is no performance brand with large scale and strong appeal like "Eternal Love" and "Impression" in the south in the northern performance market, which is the biggest bottleneck for the development of the northern performance industry. In the north, there are also some high-quality performance products, such as Dream of the Tang Dynasty and Imitation of Tang Music and Dance, but their brand characteristics are obviously not obvious and do not have the scale effect of the brand.
Blind imitation and lack of characteristics. After the launch of excellent performing arts products such as Eternal Love of Song City and Impression of Liu Sanjie, both economic and social effects have been greatly reflected, and tourism performing arts products have quickly become a highlight in the tourism industry. Local tourism performance projects have been launched in succession, making tourism performance an important industry in the tourism industry. However, due to the regional cultural gap between the north and the south of China, the performance mode in the south cannot fully demonstrate the regional characteristics and cultural connotation of the north.
The industrial chain is incomplete. In the northern market, there are not enough tourism performance products, leading to an incomplete industrial chain. From the immature content and mode of performance to the lack of professional features of tourism sites, the lack of supporting service facilities around, the lack of clear marketing themes, the immature integration of resources, and the lack of integrity.
（2） Solution
Differentiate the tourism performance products in the north. The northern tourism performance products are not yet mature. We can only attract consumers by adopting differentiation strategies and creating tourism performance products with exclusive northern characteristics. Starting from the differences in brand and theme development of tourism resources, and combining the culture and characteristics of northern tourism landscape, we will develop new and distinctive performing arts products. Brand differentiation positioning. Brand differentiation positioning is to transform the core value, advantages and personality differences of tourism resources into brands, meet consumers' individual needs, and improve brand awareness in consumers' hearts. Thematic difference positioning. Create tourism performance products with different themes according to audience groups. For example, Benshan Media's Errenzhuan plays are aimed at ordinary groups. The high-end brands in performing arts products, such as opera and symphony, are aimed at specific small groups. On the one hand, we should seize the elegant form of performing arts, on the other hand, we should create performing arts products that ordinary audiences like to hear and see.
Create a tourism performance brand with distinctive characteristics. Brand means good reputation and high reputation. The brand of products must be unique in the minds of consumers. In the fierce competition in the performing arts market, make full use of the characteristics of tourism products, accurately analyze the consumption characteristics, create unique tourism performing arts products and strive to become a leading brand in this market. Performing arts products are cyclical. It is necessary to timely understand the market environment, constantly integrate tourism resources, and constantly innovate the performing arts brand to create a sustainable performing arts brand.
Chapter 4: Model Essay on the Current Situation of Tourism Market
Key words: spatial location selection of tourism enterprises
Tourism enterprise location is the space for tourism enterprise activities. The author calls the theory that studies the place and place selection process of tourism enterprises' activities as the theory of tourism enterprises' spatial location selection. The choice of tourism enterprises' spatial location mainly considers three aspects: the analysis of the current situation of tourism enterprises' spatial location, which mainly refers to the spatial distribution and correlation analysis of tourism enterprises' locations; The spatial location prediction of tourism enterprises refers to the prediction of the operating costs, profits, and tourist markets of tourism enterprises in a certain spatial location; The spatial location decision of tourism enterprises refers to the decision of spatial location selection and spatial order of tourism enterprises.
Bai Guangrun (2004) divided the location into macro, meso and micro locations. For tourism hotels, theme parks and exhibition tourism enterprises, their spatial location selection is particularly important for their survival and development. This paper analyzes the factors affecting the spatial location selection of tourism enterprises.
Regional factors of tourism resources
Tourism resources are the first important factor to consider in the spatial location selection of tourism enterprises. The difference of tourism resource endowments has caused different tourism attractions. The core tourism resources with national or even world appeal will attract relevant tourism enterprises to form a cluster phenomenon. So far, although many artificial theme parks and other scenic spots have been built, the advantage of resource endowment is still an irreplaceable key factor in the core tourism products, and the location of the core tourism products also determines the location of the tourism industry cluster.
The impact of tourism resource location on the spatial location selection of tourism enterprises mainly includes: tourism resource location is often the location of tourism enterprises. Www.133229. CoM tourist attractions (spots) tourism enterprises need to rely on tourism resources to develop core tourism products; Tourism holiday enterprises need to rely on good natural and ecological environment to create a tourism holiday atmosphere and locate in the location of tourism resources. The spatial distribution of tourism resources directly affects the spatial distribution of tourism enterprises. The spatial structure of tourism resources may take on different forms, such as belt, circle, point axis, nebula, comb, etc. Because the formation of tourism resources, especially natural tourism resources, is a long-term process, and the phenomenon of spatial agglomeration of tourism resources in a certain region is very common, such as world heritage sites, national scenic spots, national historical and cultural cities and other regions are often the agglomeration of tourism resources. The gathering of tourism resources brings about the agglomeration of tourism industry, and the spatial form of tourism resources has an important impact on the spatial layout of tourism enterprises.
The spatial location of tourism enterprises will also have an impact on the location of tourism resources. In order to meet the growing demand for tourism, the development and construction of theme parks and scenic spots have turned areas that were not originally tourist resource locations into famous tourist areas. For example, the area along Hangzhou Bay has now been developed into a comprehensive tourist area integrating theme parks and leisure. The formation of tourism enterprise location plays an important role in promoting the development of tourism resource location from a location that originally lacked tourism resources or was only potential tourism resources.
Tourism market location factors
Market generally refers to the place where products are sold. The tourism market mentioned in this paper mainly refers to the tourist source market, which refers to the number of tourists who are willing and able to buy the products and services of tourism enterprises within a certain period of time and at a certain price. The impact of tourism market location on the spatial location selection of tourism enterprises mainly includes the following aspects:
The relative position of tourist source market and tourism enterprises. The closer a tourism enterprise is to the tourist source market, the better its location will be. Tourists follow the law of distance decay when traveling. The closer to the location of tourist source market, the more tourists will visit.
The scale of tourist market. This mainly depends on the population status of the tourist source (population size, population growth rate, population occupation composition, population age composition, population education composition, population spatial composition and population spatial mobility, etc.), national economic development status (national economic aggregate development status, personal income status and foreign trade balance status of the tourist source) The social and cultural background of the tourist source. The source of tourists is not necessarily a different place. At present, there is a certain proportion of local tourists in the tourist source market. Therefore, the social, economic, cultural, demographic and other conditions of the spatial location of tourism enterprises (tourist destinations) are also important factors affecting the size of the tourist source market.
Market structure of tourist source. The tourism market is generally divided into international tourism market, domestic tourism market and local leisure market. The tourist market position of tourism enterprises will directly affect the choice of spatial location. Generally, if the international tourism market is the main source of tourists, such as high star hotels, international travel agencies and other tourism enterprises, they should be located in international large and medium-sized cities, which are often national port cities or major international tourist markets with international flight connections. If the local leisure market is the main source of tourists, it can be located in residential areas, suburban areas, etc.
Tourism traffic location factors
In relatively scattered tourism regions, the development of tourism must rely on an effective, quality assured and certain capacity regional transportation network. The provision of certain transportation infrastructure is one of the preconditions for a country or region to develop tourism. The transportation system plays an important role in the development of tourism destinations. Any kind of tourism destination development planning or development thinking must include the planning and thinking of transportation factors. Tourism traffic location refers to the spatial distance and accessibility from the tourist source to the tourist destination.
The tourism traffic location factor is one of the important location factors that tourism enterprises need to consider in their spatial location selection. If urban rail transit, expressway or urban traffic trunk road and other rapid transportation modes can reach the urban tourism core area and fringe area, tourism enterprises can transfer the original layout in the core area to the layout in the fringe area. The urban tourism spatial agglomeration area generally solves the problem of tourism accessibility. Tourists can arrive conveniently. The location selection of tourism enterprises is biased towards the layout of urban tourism spatial agglomeration area. In addition, the external tourism traffic location of a city also directly affects the spatial location selection of tourism enterprises. Whether a city has air transportation mode will directly affect whether it can attract domestic medium and long distance passengers, even international passengers; Whether there is a railway transportation mode will directly affect the scale of the city's tourist source, the scope of the city's tourist attraction and the convenience of tourists' arrival; Whether there are expressways or not will directly affect the travel decision-making behavior of short and medium distance tourists and individual tourists such as self driving tourists. The spatial location selection of tourism enterprises should also pay attention to the actual situation when considering the traffic location. The spatial location selection of Suzhou Kunshan Froebel Paradise, which invested billions and closed in 1997, ignored the fact that China's self driving tour was still in its infancy. Although the enterprise was in the most developed Yangtze River Delta in China, tourists, especially individual tourists, could not reach it easily at that time. Tourism traffic location directly affects the future operation and development prospects of tourism enterprises.
Location factors of tourism practitioners
A certain number and quality of tourism practitioners is an important guarantee for the development of urban tourism. There are differences in the number, density, quality and skills of tourism practitioners between regions. For example, colleges and universities in cities such as Shanghai, Nanjing and Hangzhou in the Yangtze River Delta gather, and there are more colleges and universities offering tourism majors than those in cities such as Jiaxing, Huzhou and Zhoushan in Zhejiang Province, and Wuxi, Changzhou and Zhenjiang in Jiangsu Province, which have fewer colleges and universities. In addition, there are many tourism practitioners, especially skilled tourism practitioners, in cities such as Shanghai, which are tourism centers in the Yangtze River Delta.
Although the factor of tourism practitioners is not a key factor for tourism enterprises to consider when choosing a location, because tourism is a labor-intensive industry, the salary level of tourism practitioners in a specific location, and the number of tourism majors (interns) in universities and middle schools also have a certain impact on the process of tourism enterprises' spatial location selection. Tourism enterprises are labor-intensive industries, and the wage cost space of tourism practitioners is significantly different. Therefore, tourism practitioners will have an impact on the location selection of tourism enterprises between cities, but have little impact on the specific location selection layout within the city.
Tourism agglomeration factors and social, economic and cultural factors
The agglomeration and dispersion of tourism industry are two forms of spatial allocation of tourism industry. The spatial agglomeration of tourism enterprises can bring the following advantages: sharing tourism infrastructure, especially tourism transportation infrastructure, so that they do not need to make special investment in infrastructure in tourism areas alone; Sharing tourist resources. Tourists may choose several tourism products at the same time and visit several tourism enterprises at the same time. Sharing tourist resources is conducive to reducing the marketing costs of tourism enterprises; Tourism enterprises have the advantage of operating costs. Tourism enterprise agglomeration can jointly shape the tourism image of a specific location, and can carry out tourism cooperation, such as joint marketing of tourism market, to reduce the operating costs of tourism enterprises; It is convenient for mutual exchange of tourism information and tourism market information, and is conducive to accelerating the innovation of tourism products and improving the level of operation and management.
Social, economic and cultural factors such as social civilization, social security, government management and decision-making, tourism economic development, national economic development, local residents' attitude to tourism development, tourism development policies, social and cultural background, and historical and cultural conditions also have a certain impact on the spatial location selection of tourism enterprises.
The Strategy of Geographic Location, Price, Scale and Service Orientation in the Location Selection of Tourism Enterprises
Learn from urtasun and gutierez (2006); Chun and kalnins (2001, 2004); Beginning (2000) and other scholars, based on the research results of the spatial location selection of hotels and other accommodation industries, this paper studies the impact mechanism of tourism enterprise development strategies on the spatial location selection of tourism enterprises such as tourism hotels.
The research of urtasun and gutierez (2006) shows that hotel products and geographical location selection are affected by the social economy and urban environment of the city, as well as their changes; Hotel agglomeration only occurs among hotels with differentiated positioning; In seeking the balance point between the agglomeration layout consistent with the positioning of competitors and the differentiated diffusion layout, the focus is on the relevant factors in the price and geographical categories.
For the tourism industry, due to the high cost of repositioning and the immobility of products, product and geographical location selection decisions based on price, scale and service are very important for successful operation. When choosing products and geographical locations, tourist hotels must recognize whether the new hotel is consistent with or different from its competitors. Based on the efficiency principle, for tourism enterprises with similar tourism market segments, the spatial economic model tends to converge rather than diffuse.
As a service enterprise, tourism has its own unique rules in location selection. The research of Chun and Kalnins (2001 and 2004) shows that accommodation reception industry can reduce the search cost of consumers and then increase demand through agglomeration. Agglomeration economy is an important factor for tourism enterprises to consider in their location selection, but successful tourism enterprises should be enterprises with significantly different positioning compared with their competitors. The competitive advantage of an enterprise stems from the difference between it and its competitors, or the ability to provide the required products and services at a lower cost, or the ability to provide products and services in a unique way and create more consumer value than its competitors. It is similar to the resources owned by competitors, which may increase competition. The spatial agglomeration layout of tourism industry can enable the agglomeration enterprises to obtain positive externalities and obtain competitive advantages, while the decentralized layout can enable tourism enterprises to obtain comparative advantages in localized economy. Urtasun and Gutierez (2006) believe that whether the spatial location selection of tourist hotels is based on the agglomeration strategy or the decentralization strategy will depend on whether the hotel determines whether it is consistent or different from its competitors, or whether it is consistent in some aspects and different in others. The research of urtasun and gutierez (2006) shows that the decision-making of four aspects involved in the location selection of tourist hotels, namely, geographical location, price, scale and service, is a complex inter influencing relationship; The geographical distance from competitors is reduced by the hotel scale and service consistency, and expanded by the price consistency; In Madrid, when choosing the location of new hotels with similar scale and services to their competitors, the advantages of agglomeration layout outweigh the disadvantages, while the disadvantages of diffusion layout of new hotels with similar prices to their competitors outweigh the advantages.
reference:
1. Bai Guangrun. New thinking of micro location research [j]. Human Geography, 2004
2. Deng Bing, Yu Xi, Wu Bihu. Tourism industry agglomeration and its influencing factors [j]. Journal of Guilin Tourism College, 2004
Meng Qinghong. Introduction to Regional Economics [m]. Economic Science Press, 2003
Chapter 5: Model Essay on the Current Situation of Tourism Market
Key words: Chongqing; Wuxi; Ginkgo Forest Park; Market; development
CLC No.: F59
Document ID: A
Article No.: 1672-3198 (2010) 13-0150-01
1 Comprehensive analysis of the current situation of tourism market development
1.1 Small tourist source and market share
Although Wuxi tourism has developed rapidly in recent years, compared with the neighboring districts and counties, its tourist source is still small. The actual operation time of the scenic spot is only about six months every year, that is, from April to October, so it can be estimated that the maximum number of tourists received by the park is only 15000. Even if the total number of tourists coming to the Savage Valley has reached 150000 in more than ten years, it is less than one tenth of the total number of Wuxi tourism market. The number of tourists is small and the market share is low.
1.2 The tourist source market is dominated by the main urban area of Chongqing, and the market structure is poor
According to the survey statistics, the urban tourists to Wuxi mainly come from the main urban area, accounting for 31.7% of the total, while local tourists only account for 6.68%. Although this situation is closely related to the economic situation of the tourist source, it also reflects the problem of poor market structure. The other tourists come from Wanzhou, Kaixian and other districts, cities and counties; In addition, there are tourists from Hubei, Shaanxi and Sichuan. Only a few experts, scholars and foreigners come to visit and study abroad. The tourists to Ginkgo Forest Park are basically similar.
1.3 The consumption level of tourists is low and the consumption structure is unreasonable
In order to achieve better economic benefits, tourism development must focus on tourism, shopping and entertainment. At present, tourists in Wuxi County are mainly at the middle income level. Tourism consumption is mainly concentrated in the traditional food, housing and transportation. The per capita tourism consumption is low and the economic benefits are not high. However, the tourism supporting facilities of the scenic spot are weaker, which is difficult to meet the needs of tourists. Other tourism consumption is quite small, and the consumption structure is unreasonable.
2 Tourism Market Demand Forecast
In the principle of grasping the tourism forecast, the investigators collected and used various data as much as possible. In the application, they mainly referred to the following indicators, including:
It is estimated that the consumption amount and consumption times per person of tourists in Ginkgo Forest Park in the future; Current tourism development status and tourism statistics of Ginkgo Forest Park; Tourism market support of Ginkgo Forest Park; Tourism capacity and seasonal restrictions of Ginkgo Forest Park; The current macro development trend of Wuxi tourism economy; Forecast results of Wuxi tourism market in the future;
The changing trend of tourism market consumption demand; The life cycle theory of tourist destination. After prediction and analysis, the tourism market prediction results of Ginkgo Forest Park in 2015 are as follows: the direct tourism income is 27.61 million yuan; The growth rate of tourism revenue is 18%; 150500 tourists; The annual growth rate of tourists is 15%.
It is found through calculation that after the investment in the Ginkgo Forest Park is basically completed, due to its unique resource charm, it will achieve high investment and high growth in the number of tourists and benefits in two or three years. With the further development of the scenic spot and changes in the tourism situation, it will gradually achieve stable growth. However, the prediction result is a long-term prediction, which can only represent a development trend. There are many factors that affect the tourism market. To obtain better economic benefits, tourism departments and enterprises must work together to do a good job in tourism marketing.
3 Tourism market segmentation and target market selection
Through the analysis of the current situation of the tourism market development of Ginkgo Forest Park and the target prediction, to achieve the above market goals, it is necessary to subdivide the overall tourism market, and then select the appropriate target market, so as to achieve a targeted goal.
3.1 Market segmentation
The tourism market is a "heterogeneous market", and the demand of tourists is very different. Few kinds of tourism can meet the needs of all tourists equally. Therefore, Ginkgo Forest Park should divide the overall tourism market into different types of market segments in order to formulate its own target market, adjust and concentrate its supply capacity, and meet the needs of these tourists to the maximum extent. Generally, the tourism market can be subdivided in terms of geography, population, behavior and psychology.
3.1.1 Geographic breakdown
According to the tourism development of Ginkgo Forest Park and the tourism market segmentation of Wuxi County, it can be divided into: local and surrounding cities and counties in Wuxi; Chongqing main urban market; Domestic developed regional market.
3.1.2 Breakdown by age
Old age market (also called silver hair market): mainly refers to tourists over 50 years old. Middle aged market: mainly refers to tourists aged 31 to 50. Youth market. According to the survey, tourists to the Ginkgo Forest Park are mainly from 20 to 45 years old, that is, young and middle-aged tourists are the main group.
3.1.3 Subdivision by tourism purpose
It can be divided into sightseeing tourism market, conference and business tourism market, holiday tourism market, incentive tourism market, family and friends visiting tourism market, scientific research and learning market, sports tourism market, literature and art tourism market, adventure tourism market, etc. According to the characteristics of Ginkgo Forest Park, we should focus on scientific research and learning market, adventure tourism market and conference business tourism market.
3.1.4 Subdivision by tourism purchase mode
According to the way of tourism purchase, it can be divided into group tourism market and individual tourism market. In view of the geographical location and resource characteristics of the park, we should focus on the development of group tourism market. On the one hand, it can reduce the resistance of tourists in tourism traffic, on the other hand, it is also conducive to the development of tourism activities. But we should not give up the family based weekend holiday individual tourists.
3.2 Target market selection
According to the resource characteristics and market status of Ginkgo Forest Park, on the basis of subdividing the tourism market, the target market should be determined as follows:
(1) Young and middle-aged market, student market. At present, the young and middle-aged market has developed into the main body of the tourist source market of Wuxi. This market has the largest number of people, some of whom are official tourists. It usually has good economic conditions and tourism consumption capacity, and stays abroad for a long time. It is the most economically efficient tourism market. It should continue to maintain and tap the potential of this market. The student market is usually full of curiosity and adventurous spirit, and likes to explore strange and original natural features. The natural and mysterious resource characteristics of forest parks have special attraction for students, especially college students.
(2) Adventure lovers in the main urban area of Chongqing and the surrounding three provinces. Professional organizations for natural science investigation; Weekend leisure individual tourists and business conference market in Wuxi and nearby districts, cities and counties.
(3) The local market of Wuxi is the primary market, the market around Wuxi is the secondary market, and the market in the domestic developed areas is the tertiary market.
In terms of market development, Ginkgo Forest Park should focus on the main urban market of Chongqing and the local market of Wuxi in the near future, seize its characteristics of high tourism consumption capacity and special feelings for local resources, and gradually penetrate into the surrounding areas, cities and counties. In the medium term, it should be extended to the markets in the surrounding three provinces outside the city, actively develop the domestic tourism market, and seize the opportunity to enter the tourist market by way of the Three Gorges or the Small Three Gorges.
4 Tourism market development and promotion
Ginkgo Forest Park can be themed as "wild man seeking", and its resource characteristics of "primitive, natural, wild and interesting" are unique in the surrounding tourism areas. Therefore, on the basis of determining the tourism target market, we should highlight its brand image, make tourists have a better understanding of the scenic spot than other tourism products, so as to stimulate their tourism behavior. We should give full play to the guiding function of communication, and adopt effective tourism promotion strategies:
4.1 "Please come in" strategy
Good communication serves the overall strategy of marketing. The reason why the distinctive resources of Ginkgo Forest Park are "kept in purdah and unknown to others" has not attracted more tourists up to now is that the tourism information communication is not smooth, the promotion is not effective, and the tourists cannot be stimulated enough to form a detailed sense and comparison of the forest park, so that tourists can make tourism choices. The tourism government departments and scenic spot operators of Wuxi County should base their promotion of tourism image and products in the area on the overall strategic height of Wuxi tourism and emphasize its unique resource characteristics, that is, "savages, wild scenes and wild interests". High grade tourism resources should establish an export-oriented advantageous promotion pattern by inviting foreign (domestic and foreign) journalists, especially local media in Chongqing, to visit and travel, hold news conferences and tourism seminars, or invite travel agents to experience travel and realize tourist training plans. By taking advantage of its momentum, the brand characteristics of the scenic spot should be publicized, and the novelty Mysterious, wild and fun travel experience.
4.2 "Going Global" Strategy
In order to truly win the favor of tourists, Ginkgo Forest Park must first be based on establishing the overall image and product theme, deeply tap the connotation of resources, highlight its attraction of "savages, wild feelings, and wild interests", break the geographical limitations, and actively promote outside. In terms of specific promotion methods, we can set up overseas offices, participate in tourism fairs, organize itinerant tourism promotion (you can design and present picture albums, wall calendars, desk calendars, etc. with a strong regional flavor), increase the investment in tourism advertising, promote sales to the public through various media in the source market, or attract the attention of the source market through the innovation of promotion methods, Such as community promotion, comprehensive promotion, online dynamic promotion, etc., to strengthen the visual impact on potential tourists from all aspects.
reference
[1] Wang Qianqian, et al. Preliminary survey of mammal resources in Yerengu Nature Reserve, Fangxian County, Hubei Province [J]. Journal of Central China Normal University (Natural Science Edition), 2007, 2 (4)
[2] Zhang Huajie. Current Situation and Development Strategy of Tourism Resources in Guancenshan Forest Park [J]. Shanxi Forestry Science and Technology, 2010, 39 (1)
Chapter 6: Model Essay on the Current Situation of Tourism Market
Chongqing has rich and diverse tourism resources, and its tourism industry is also developing rapidly and continuously, but at present, the advantages of Chongqing's tourism resources have not been brought into play effectively, and the development of tourism needs to be improved. Based on the analysis of the current situation of Chongqing's tourism market, this paper puts forward specific strategies for Chongqing's tourism marketing in view of the problems existing in the development of tourism.
Key words Chongqing tourism marketing strategy
1、 Current situation of tourism development in Chongqing
Since 1998, Chongqing's tourism industry has made rapid and steady development:
（1） The growth trend of the number of tourists in Chongqing's inbound tourism market
Chongqing's inbound tourism has maintained a rapid growth for ten consecutive years. In addition to the impact of the SARS outbreak on the tourism market in 2003, the average growth rate of inbound tourists in the past ten years is 46.52%, indicating that the inbound tourism market is in a rapid growth stage.
（2） Growth trend of inbound tourism income in Chongqing
Over the past 20 years of reform and development, Chongqing's tourism industry has made great progress, and economic indicators such as tourism reception and income have been rapidly improved. In 2007, the tourism foreign exchange income was 382.31 million US dollars. Compared with 1998, the average annual growth rate of the city's tourism foreign exchange income over the past ten years reached 43.26%, indicating that Chongqing's tourism economy grew rapidly.
（3） Comparison with inbound tourism in surrounding tourism cities
Compared with the reality and trend of the great development of tourism in the world, the tourism industry in Chongqing has a big gap with the tourism developed countries and domestic advanced regions, and with the surrounding areas.
2、 Problems in the Development of Chongqing Tourism
（1） Tourism products are numerous but not refined, and the characteristics are not distinctive enough
On the whole, Chongqing tourism has no bright spots and supporting points. Bayu culture, ethnic culture, immigration culture, Three Gorges culture, alternate capital culture, and urban culture have certain similarities, and feel more but less refined. The natural landscape in southwest China is similar to some extent, and there is also similarity within each region, which requires Chongqing to highlight its own characteristics in the similarity and enhance the popularity and advantages of the scenic spot.
（2） Tourism infrastructure is still weak, and the health environment needs to be improved
Due to the unique terrain and topography of Chongqing, the cost of building roads and bridges is relatively high, and the accessibility of some tourist areas is poor. The wharf construction and comprehensive environmental management of important tourist areas along the Three Gorges of the Yangtze River need to be strengthened; The number of star rated hotels, especially those above three stars, is too small to meet the needs of passengers; The environmental sanitation of Chongqing tourist attractions is poor, and the streets are untidy, which seriously affects the tourism image of Chongqing.
（3） The tourism market is chaotic and the tourism industry is difficult to develop normally
Due to the unsound management system, unsound legal system, the lack of effective constraints and norms in the development of the tourism industry, and the imbalance of the internal structure of the tourism industry, low service quality, violation of industry rules, vicious competition and other phenomena occur from time to time. There are many and miscellaneous tourism industries in each district and county, but as individuals, they often use low price and poor quality services to grab tourists and promote products, which has damaged the normal operation of the tourism market.
（4） Insufficient integration of tourism resources and tourism publicity
Tourism market development, publicity and promotion lack continuity, stability and momentum, and the overall image of Chongqing tourism needs to be further improved; The integration of tourism resources is poor, the development and construction of tourism areas (spots) are insufficient, the investment is weak, the combination of relevant funds is insufficient, and social funds, especially powerful big business owners, are not involved in the tourism industry.
3、 Chongqing Tourism Marketing Strategy
（1） Build a tourism product system led by high-quality tourism products
Focus on building a batch of world-class tourism products and accelerate the cultivation of a batch of new tourism products with distinctive characteristics. To form a tourism product system with distinctive themes, strong competitiveness and mutual promotion and complementation, led by three world-class tourism products, namely, Mountain City, the Three Gorges of the Yangtze River and Dazu Stone Carvings, and a mountain city city tourism center with the core of building a three-dimensional landscape garden city landscape, creating a dynamic modern metropolis atmosphere, mining rich anti war historical relics and rich Bayu culture, Radiation drives the development of suburban hot springs, lake vacation leisure tourism and suburban characteristic tourism.
（2） Rational use of price strategy to promote tourism development
The price formulation is related to the characteristics of the enterprise's own products and the marketing environment of its market. The price strategy of tourist attractions is also determined by the characteristics of the quality and resources of the scenic spots. A good price strategy will promote the development of scenic spots. For example, for individual tourists, the price of ticket rooms will be listed, the preferential price of social groups will be properly grasped, and the price of different tourist groups will be implemented.
（3） Implement network marketing and expand sales channels
With the rapid development of network and e-commerce, the increasingly fierce competition in the tourism market and the diversification of marketing strategies make online marketing one of the most convenient marketing channels at present. Each scenic spot should carry out online ticketing services and related booking matters, so that tourists can easily and conveniently make travel plans. At the same time, feedback from netizens should be collected in time to create transactions between tourists and sellers of tourism products.
（4） Vigorously publicize and expand the tourist market
Form an overall publicity and promotion pattern led by the government, coordinated by departments and linked by enterprises, increase tourism market publicity and promotion, and use films, songs, advertisements and other forms of publicity and promotion. The broadcast of some TV dramas with Chongqing as the background will enhance the influence of publicity and promotion and enhance the effectiveness of promotion. A series of tourism promotional materials should be elaborately produced, and large promotional billboards of Chongqing tourism image should be set up to vigorously promote Chongqing tourism.
reference:
[1] Tourism Planning of Chongqing during the 11th Five Year Plan. Chongqing Municipal Government Website
[2] Feng Yuanyuan, Yang Jinxiu. Research on Chongqing Tourism Marketing Strategy. Mall Modernization. 2009 (2)
[3] Zhang Chunwei. Analysis of the Current Situation of Chongqing Tourism Market and Research on Development Strategies. Journal of Chongqing Vocational and Technical College. 2005 (1)
Chapter 7: Model Essay on the Current Situation of Tourism Market
[Key words] Market oriented space positioning Yangxin
1、 Introduction
Tourism market positioning refers to various decisions and activities made by tourism enterprises in order to make their products occupy a unique and popular position in the market and target consumers' minds. In recent years, many countries and regions regard tourism as the leading industry of the tertiary industry, which intensifies the competition in the tourism market. This requires tourism operators to carefully analyze the current situation of the tourism market and accurately position the tourist source market.
Since 2000, the literature on the spatial positioning of tourism market has increased, and the research content, methods and scales have shown a trend of diversification. However, in general, such studies are mostly based on the principle of geographical proximity, taking radiation radius as the main basis for market division, and emphasizing the important influence of distance. However, with the progress of technology and the improvement of income level, the distance has less and less restrictions on tourism tourists, and the market role is more and more obvious. Under the above macro background, this paper attempts to explore the spatial positioning of tourism industry based on the market orientation principle.
2、 Analysis of the current situation of tourism market
Yangxin County is located in the north of Shandong Province, the center of the development of the Yellow River Delta Plain, and the connecting zone between the Shandong Peninsula and Beijing Tianjin economic regions, with a total area of 793 square kilometers and a population of 430000. With developed ecological agriculture and large scale planting of Yali and toon, it is the hometown of Yali and the production base of Chinese toon with Chinese and foreign civilization.
1. Composition of tourist area
According to the tourist survey of tourist spots and the visit to major hotels, Yangxin's tourist source market is mainly in the province, accounting for 60%~70%; The second is the Beijing Tianjin Tangcheng city group and developed provinces and cities such as Zhejiang, Jiangsu, Guangdong, etc., mainly for the purpose of wholesaling Yangxin Yali and negotiating the purchase of cattle and sheep skins; Overseas tourists mainly come from South Korea, Japan, etc., and are mostly connected with foreign-funded enterprises in Yangxin County, but the proportion is small.
2. Current situation of tourist source market
(1) Close to the source market. It mainly includes the counties under the jurisdiction of Binzhou City, which take sightseeing as the main purpose, accounting for 50% of the tourist volume in the province. However, the duration of stay is short, with one-day or half day tours, and there is basically no consumption in Yangxin, so it has little effect on the development of Yangxin tourism.
(2) Medium distance source market. It mainly includes Shandong Peninsula urban agglomeration and Beijing Tianjin Tanggu area. There are many sightseeing tourists, and they are mainly concentrated during the Pear Blossom Festival. The stay time is long, generally 1 to 2 days. It plays a greater role for Yangxin, who has less tourism consumption.
(3) Long distance customer source market. It mainly includes South Korea, Japan and other overseas markets. The number of such tourists is small, but their consumption level is high. It is an important support for Yangxin's overseas tourism market development and plays an important role in Yangxin's tourism image promotion.
3、 Spatial positioning of tourist source market
Spatial positioning. From the above analysis, it can be seen that the tourist source market near Yangxin County is large in scale, but the economic benefits are not high; The medium and long distance passenger source markets are small in scale, but have high economic benefits. Therefore, Yangxin should break through the geographical boundaries and conduct spatial positioning under the guidance of the market. The domestic market should focus on Beijing Tianjin Tangshan and Shandong Peninsula urban agglomeration; When the tourism economy has developed to a certain stage, the Yangtze River Delta region will be the main market. By launching the Yangtze River Delta elderly vacation and Yali study tourism market, it will radiate and drive the national middle and high-end tourist source market. Its domestic and overseas market space positioning is as follows:
1. Domestic tourist source market
There are two levels. (1) The primary tourist source markets include Beijing Tianjin Tangshan and Shandong Peninsula urban agglomeration. The region has a high level of economic development and developed urban tourism. Yangxin County has a superior location, which is one of the nearest areas to Beijing Tianjin Tang in Shandong Province. The rural tourism featuring ecological agriculture is prominent, forming a distinct difference from the regional tourism landscape. With the completion of the Beijing Qingdao Olympic Expressway, Yangxin can become an important destination for the middle-income people in Beijing Tianjin Tanggu and the peninsula urban agglomeration. (2) The secondary tourist market includes the elderly tourism market in the Yangtze River Delta. At present, Shanghai, Nanjing, Hangzhou, Ningbo and other cities have entered the aging society one after another, and the elderly tourism market has unlimited potential. The elderly have a certain amount of savings, no financial burden, and plenty of leisure time. Because of their age, they yearn for a tourist destination with beautiful environment and good air quality. Yangxin County has a low degree of industrialization and good air quality. With beautiful natural scenery, increasingly perfect transportation service facilities, and through publicity and marketing, it can become an important destination for elderly tourism in the Yangtze River Delta.
2. Overseas tourist source market
The overseas tourist source market includes two levels. (1) Primary source market. Including South Korea and Japan. The reason is that Shandong is geographically close, and Shandong has deep historical origins with South Korea, Japan and other neighboring countries, and has close economic ties with each other. (2) Secondary source market. It includes North Asia and Northeast Asia. For tourists from Mongolia and eastern Russia, shopping and vacation tourism represented by featured agricultural products, carpets, classical furniture, etc., is of economic significance.
4、 Several conclusions
Yangxin County is in the initial stage of tourism development, focusing on ecological agricultural sightseeing tourism. According to the characteristics of sightseeing tourism, the spatial orientation of tourist market in Yangxin County is to focus on domestic tourism and rely on overseas markets. In the near future, Beijing Tianjin Tangshan and Shandong Peninsula urban agglomeration will be the main markets, and in the medium and long term, the Yangtze River Delta will be the main markets. Yangxin County should develop tourism products of sightseeing and entertainment, strengthen tourism publicity and promotion, and improve its tourism status to achieve the goal of rapid development of tourism.
reference:
[1] Xu Dekuan and Wang Ping: Modern Tourism Marketing [M]. Qingdao: Qingdao Press, 1998.87,97~981
[2] Dong Liping: Research on Tourism Market Positioning of Nanhai City. Tropical Geography, April 2000
Chapter 8: Model Essay on the Current Situation of Tourism Market
key word:
Despite the gradual increase of national income, outbound tourism has gradually become a fashion. The head office of China International Travel Service is the first group of travel agencies that have obtained the national franchise to operate outbound tourism, and is a representative tourism enterprise in China to handle outbound tourism. In recent years, with the relaxation of outbound tourism conditions, outbound tourism research has gradually increased. Based on the analysis of the current situation of outbound tourism and consumer behavior of CITS, this paper predicts the development trend of outbound tourism in the future, and puts forward specific development strategies to provide reference for outbound tourism of China's tourism enterprises.
1、 Overview of outbound tourism of CITS
1. Current tourist source
According to WTO statistics, China has become the largest tourist source exporter in Asia and one of the countries with the fastest growth rate, the largest potential and the most extensive influence in the global outbound tourism market. 20? Century 90? Since the s, the demand for outbound tourism of Chinese citizens has been very strong. The number of outbound tourists has grown rapidly, and the average annual growth rate of the outbound tourism market has reached 27.6%.
As the leader of China's outbound tourism enterprises, CITS is the main force of China's outbound tourism enterprises. The number of outbound tourists has also increased significantly, and the consumption level has also improved significantly. In the future, the head office of CITS has taken outbound tourism as the most important development project as the main profit growth point. With the further development of China's economy, it is expected that the number of tourists will increase significantly in the future.
2. Current situation of tourist sources
The outbound tourists of CITS are mainly from economically developed cities and eastern regions. In 2004, the number of outbound tourists from five provinces and cities including Beijing, Guangdong, Shanghai, Zhejiang and Jiangsu accounted for 72.16% of the total number of outbound tourists organized by CITS. Among them, Beijing is the largest source of outbound tourists of CITS. The number of outbound tourists organized by CITS accounted for 29.93% of the total number of outbound tourists in the country that year, followed by Guangdong Province, accounting for 21.9%. In addition, with the acceleration of the development process in the western region of China, people's living standards have been greatly improved, which has stimulated the motivation of local residents to travel abroad, thus leading to the rapid growth of outbound tourist sources in the western region of China. This is also the focus of CITS's future strategy. Expanding the tourist source can ensure objective profits. It is imperative to actively expand the western market.
3. Current situation of tourist destinations
As of 2009, the total number of outbound tourist destinations approved by the State Council by CITS has reached 190. The outbound tourism of CITS is playing an increasingly important role in the international tourism market. In general, the outbound destinations of CITS citizens are still mainly in the Asia Pacific region. From the regional perspective, before 2005, the main outbound destinations of CITS were Singapore, Malaysia, Thailand, Hong Kong and Macao. Now, South Korea, Australia, New Zealand, Japan, Germany and other countries have become the outbound tourism destinations of CITS.
2、 Future development trend of outbound tourism of CITS
1. Outbound tourism fever will continue to rise
With the continuous increase of national income and the holding of the 2008 Beijing International Olympic Games, China has closer economic, trade and cultural ties with the world. Outbound tourism of Chinese citizens will maintain a rapid development, while the China Tourism Administration, as the leader of the outbound tourism industry, will continue to maintain a high market share.
2. The order of outbound tourism will be greatly improved and the procedures will be greatly simplified
For the outbound tourism market, China's policy is "moderate development". In recent years, with the implementation of regulations and standards such as the Measures for the Administration of Outbound Tourism of Chinese Citizens and the Service Quality of Outbound Tourism of Travel Agencies, tourism market governance has spread in an all-round way. The introduction of a series of policies has promoted relevant departments and institutions to change their ideas, adjust policies and improve services, and the order of China's outbound tourism market will be further improved. With the close connection between China's market and the international market, the procedures for outbound tourism will be greatly simplified.
3. Overseas tourism products are constantly updated
With the increasing number of outbound tourists of Chinese citizens, the demand for tourism will also change. People not only hope that the scope of outbound tourism destinations will continue to expand, adding new and more attractive countries and cities, but also put forward new requirements for traditional tourism destinations. They hope that tourism routes will change, tourism products will be innovative, and tourism methods will be more flexible, There is something new in the way of operation. China Travel Service has accumulated ten years of experience in serving foreign tourists, launched a variety of colorful and marketable tourism products, and held many characteristic large-scale outbound tourism activities.
3、 A Study on the Countermeasures of the Outbound Travel of CITS
1. Adhere to the principle of product innovation and quality
First of all, tourism activities must combine their own characteristics to target different consumer groups. The difference of outbound tourism products determines the difference of theme activities. Only by combining the product features can the route theme be highlighted in the activities, and the products and the personalized image of CITS can be better publicized to consumers and the society.
Secondly, we should follow the principles of unity and continuity. CITS always promotes new products more than once a year. In order to cooperate with the marketing, it often holds several intermittent activities or short-term series activities.
2. Attach importance to high-end products and implement diversified operation
It is reported that CITS established the Chinese Citizen Headquarters in August 2009, covering various businesses related to Chinese citizens, including outbound tourism, domestic tourism, immigration intermediary services, overseas labor export, overseas study abroad consulting and other services, forming another business focus of CITS. The deputy general manager of China Citizen Headquarters of CITS said that in the face of changes in the market competition pattern, CITS had carried out a comprehensive reform of outbound tourism business to actively respond to market challenges.
3. Play a good service brand and strive for a high-quality brand
In the travel agency industry, there is a widespread "word of mouth marketing" that relies on good reputation, high-quality products and good services of enterprises to achieve sales through word of mouth or promotion. Relying on decades of tourism service experience, adhering to the service tenet of "guests first, reputation first", strict and standardized management system and high-quality service, it has won wide praise from Chinese and foreign tourists. Making good use of word-of-mouth marketing can not only effectively promote CITS Head Office to pay more attention to products and close relations with tourists, but also remind CITS Head Office to attach importance to "historical accumulation", attach importance to the commitment to tourists, and attach importance to tourists' travel experience, which will help CITS Head Office to maintain its lasting market attraction and enter the brand development road as soon as possible.
4. Improve management efficiency through e-commerce
The production and operation process of outbound tourism products is complex and full of dynamic and uncontrollable factors. Therefore, strengthening product research and development and process management is the basis for business development. In the online B2B backstage of CITS, in addition to product sales and transactions, it also extends to product generation, operation and other links to improve operational efficiency; It also provides horizontal and vertical product comparative analysis to provide research and development basis for the product department.
5. Improve service quality through e-commerce
The tourism industry is a highly competitive industry. Through the e-commerce platform, you can obtain various comprehensive services such as hotels, air tickets, visas, travel itineraries and other related tourism related services, as well as professional answers to passport handling, exchange and other related tourism knowledge related to tourism. It will be the trend of modern tourism development to meet the numerous consumption demands of guests and provide one-stop professional services for guests.
conclusion
When studying the current situation of outbound tourism of China International Travel Service (CITS) head office, this paper fully studies the status of CITS head office's tourist sources, tourist sources, destinations, prices and products, analyzes its supply and demand, and predicts the future development trend of CITS head office, On this basis, the future development strategy of CITS Head Office for overseas travel is expected to provide some reference for other travel agencies to develop overseas travel.
reference:
[1] Ma Liqing. The Impact of Foreign Investment on China's Tourism Development and Corresponding Countermeasures [J]. International Trade Issues, 2008 (7)
Chapter 9: Model Essay on the Current Situation of Tourism Market
Key words: tourist destination; Market location; Tourist market; Regional spatial organization model; Tourism central city
CLC No.: F127 Document Code: A Article No.: 1673-291X (2016) 23-0042-06
introduction
Since the reform and opening up, China's tourism industry has made great progress. The contribution rate of tourism to GDP has been increasing, and it plays an important role in the national economy and social development [1]. Many provinces and cities have taken tourism as the leading industry or pillar industry for regional development. However, tourism destination and tourist source are different in space, so how to reasonably organize tourists from tourist source to enter the destination is particularly important. Sichuan, Hebei, Anhui and other provinces have proposed targeted tourism spatial layout and tourism central cities in the "12th Five Year Plan" tourism development planning. At the same time, there are differences in the number and level of tourism central cities in different provinces and cities. As the external manifestation of regional tourism spatial organization mode, tourism central cities are different in different provinces due to the influence of market location, which corresponds to the differences in the construction of tourism central cities in different provinces. It is of great significance to elaborate the relationship between tourism market location and regional tourism spatial organization mode.
The research on regional tourism spatial organization is a tourism research based on geography, which is the manifestation of the relationship between tourism spatial elements in a region. In the research process, it focuses on the spatial relationship between different tourism destinations in the region, between destinations and distribution centers, and between destinations and tourist sources [2]. At present, scholars' research mainly includes tourism center, tourism spatial structure, tourism flow, etc.: (1) Tourism center research. The central place theory is the basis for the study of tourism central place. Margaret applied the central place theory to explain the positive role of sports tourism in driving the economic development of destinations [3]; Wen Tai explained the optimal urban level, which is a dynamic planning method for urban center [4]; Chai Yanwei pointed out that the tourism center is a town center that can provide certain intensity of tourism transportation, reception, information, management and other external service functions to tourists within the urban area or tourists outside the urban area [5]; Li Ling and others analyzed the current situation of the structure of tourism centers in Hubei Province and optimized solutions [6]; Zhu Qingxiao and others proposed that the development of tourism in Henan needs to establish a central place and rely on the strong support of the central place [7]; He Diaoxia used principal component analysis and cluster analysis to analyze 27 major tourism cities in China [8]. (2) Tourism spatial structure research. Wu Hong's research on regional tourism cooperation mode based on symbiosis theory [9]; Lu Dadao proposed the "point axis model" in spatial structure organization, and used this theory to guide the construction of spatial structure in the process of tourism resources development [10]; Wang Yuming used the "center periphery" theory to build the cognitive model and application of the regional tourism spatial structure system [11]; Wu Bihu's regular summary of Chinese urban residents' travel behavior [12]. (3) Tourism flow research. Foreign tourism flow research focuses on the spatial structure, evolution and spatial impact of tourism flow [13]. M. Dolores uses GIS and ESDA technology to analyze tourism flow and its impact on local residents' accommodation [14]; Christian studied the tourism flow of international tourists entering the South African market [15]; Lew clarifies the role of tourist destinations in routes of different models through the analysis of route spatial models [16]. Domestic analysis focuses on the characteristics and distribution of tourism flow. Zhao Wei studies the time structure of inbound tourism flow in Fujian Province by using the annual and seasonal variation index [17]; Liu Fajian used the QAP analysis model to conduct regression analysis on the correlation matrix to obtain the structural characteristics and motivations of inbound tourism network [18]; Wu Junfeng and others have studied the distance attenuation phenomenon of tourism flow, and concluded that Gaussian distribution and exponential distribution are the basic types of the attenuation law of tourism distance; Zhong Shien and others summarized the circle structure theory, center edge theory, spatial diffusion theory, etc. in their theoretical analysis of tourism flow [19].
At present, the domestic regional analysis is mostly from the perspective of case analysis and model interpretation, while the research on regional tourism spatial organization mode based on the perspective of tourism market location is still weak. This paper attempts to summarize the main market locations and regional tourism spatial organization patterns in China, and explain the corresponding relationship between them.
1、 Location analysis of destination market
Market location refers to the spatial relationship between the destination and the source of the tourist market received by the destination. From the perspective of the overall market distribution of tourist sources in China, Zhang Jinhe's research shows that the regional structure of China's tourism diffusion field is high in the east, followed by the middle, and low in the west [20]. The tourism destination has various levels, and this paper defines the tourism destination as a "provincial" level. Different tourist destinations will attract tourists from different tourist sources, and the tourist sources of tourist destinations are also diverse. Taking their leading tourist sources as the analysis basis of tourist sources in this paper, there are three types of tourism: long-distance inter provincial tourism, medium distance neighboring tourism, and short distance intra provincial tourism. According to the relationship between the destination and the provinces of the leading tourist source, the destination market location is divided into the separated market location of long-distance trans provincial tourism, the adjacent market location of middle distance neighboring tourism, and the overlapping market location of short-term intra provincial tourism.
（1） Separate market location
Separated market location refers to the type of market location between the destination and the leading source of tourists, which is cross provincial. There are great differences in the regional distribution of the domestic tourist source market of destination tourism. The economically developed eastern coastal areas often occupy a large proportion of the tourist source market. The western region has a strong dependence on the eastern market in the process of tourism development. This pattern belongs to a typical separated market location. Take Yunnan Province as an example. Yunnan Province, located in the south of China, is an important tourist destination (one of the five major tourist clusters in China). However, relevant research shows that the proportion of local tourists is low, 35.25% [21], and their tourism depends on foreign provinces. According to the above conclusions of the four major domestic tourist markets, Yunnan's tourist market is far away. Therefore, Yunnan Province is a separate market location.
（2） Adjacent market location
Adjacent market location refers to the type of market location between the destination and the leading source of tourists as adjacent provinces. Anhui is located in the east of China, adjacent to Jiangsu, Zhejiang, Jiangxi, Hubei, Henan and Shandong provinces. Such geographical location makes the market location advantage of Anhui tourism prominent. First of all, Anhui Province is close to the Yangtze River Delta region, which is one of the regions with the highest level of economic development in China at present, and the tourism demand is very strong; Secondly, Anhui Province is adjacent to Hubei, Henan, Jiangxi and other regions. With the implementation of the strategy of the rise of the central region, the economy of the central urban agglomeration has been developing continuously, becoming an important potential tourist market supporting the tourism development of Anhui Province. The main tourist source market of Anhui Province comes from its neighboring provinces and regions, so Anhui Province is in line with the adjacent market location.
（3） Coincident market location
Coincident market location refers to the type of market location in which the destination and the leading tourist source are the same province. Take Zhejiang Province as an example. As a whole, the domestic tourist source of Zhejiang Province mainly comes from six provinces and one city in East China (Jiangsu Province, Zhejiang Province, Anhui Province, Fujian Province, Jiangxi Province, Shandong Province, and Shanghai City). In further dividing the tourist source market, the first level tourist source market of Zhejiang Province is the local market of Zhejiang Province. Zhejiang Province, located in the Yangtze River Delta, has developed economy and is an important tourist source market. In addition, the geographical distance between the provinces and cities in Zhejiang Province is close, the traffic is extremely convenient, the economic exchange is close, and the cultural differences are small, so that the tourism in Zhejiang Province has been promoted and developed. According to the tourism statistics of Zhejiang Provincial Tourism Administration, the proportion of domestic tourists received by Zhejiang Province in 2013 and 2014 reached 50.2% and 47.7% respectively, and the main tourist source market of Zhejiang Province came from its own regions. Therefore, this paper believes that Zhejiang Province is an overlapping market location.
2、 Regional tourism spatial organization model
The spatial organization mode refers to the laws contained in the combination mode of various spatial organization elements in order to achieve an organizational goal with three-dimensional solid space as the whole system [22]. According to this, the regional tourism spatial organization model is defined as a general model formed by the flow of tourists at various points in the region after arriving in the region. According to the definition, the regional tourism spatial organization model is divided into the following three typical models.
（1） Single center mode
Different tourists usually choose a central city in the entry area, and then reach other tourist destinations in the area through the regional traffic of the city. As shown in Figure 1, both places A and B arrive at city A first when entering the destination area, and then arrive at other cities such as B, C and D in the area through the traffic within city A.
Take Yunnan Province as an example. Yunnan Province is located in the eastern part of the Qinghai Tibet Plateau, where the terrain fluctuates greatly. The cutting of rivers on the surface has severely divided the whole terrain. The mountains on the edges of intermountain basins, valleys, and plateaus are not connected. People live in relatively flat intermountain basins and their marginal mountains, and their contact with the outside world is blocked by terrain. The mountainous and semi mountainous areas in Yunnan Province cover a large area, accounting for 94% of the total area of the province. This terrain makes the cost of highway and railway construction high, with an average investment of more than 100 million yuan per kilometer of highway and railway. ① However, the construction of a regional airport only needs about 1 billion yuan. In contrast to the rapid development of aviation in Yunnan Province, Yunnan has formed an aviation network centered on Kunming, connecting the province with neighboring provinces, major domestic cities and major international destinations. As for the airport network group dominated by Kunming regional hub airports, by 2011, there were 12 airports and 258 routes in Yunnan Province, including 162 Kunming airports [23]. The formation of this pattern makes the external tourist market of Yunnan Province first concentrate in Kunming, and then radiate outward from Kunming. The time cost and price cost are mainly taken into consideration when entering Yunnan Province. Therefore, aviation is the main route. From the source market to Kunming, Kunming will arrive at other major tourist destinations in Yunnan through the regional airport. The existing spatial distribution pattern of tourism distribution centers in Yunnan Province is "one point and one line", that is, Lijiang Shangri La in Dali, Kunming is a line, and Xishuangbanna is a point [24]. Kunming is the tourism center city of Yunnan Province. The tourism spatial organization model of Yunnan Province conforms to the single center tourism spatial organization model defined in this paper.
（2） Multi center mode
When tourists enter this type of destination region, they often choose different central cities. Usually, there will be more than one tourism central city in this tourism destination province. After entering the region, tourists can reach other cities in the region through the regional traffic of these central cities. As shown in Figure 2, when entering the destination region, tourists in place A will transfer to other regions as a tourist center city, while tourists in place B will transfer to other regions as a tourist center city, and tourists will choose a tourist center city according to different needs.
Take Anhui Province as an example. From the perspective of location, Anhui Province has the characteristics of "connecting the east to the west, connecting the south to the north". The Yangtze River Delta region is an important source of tourists in Anhui Province. With the rise of central China and the development of the economic level of the central city cluster, the central neighboring provinces will also have specific huge tourism demand potential. The tourism market of Anhui Province is mainly neighboring provinces. Based on the above analysis, on the one hand, because the distance between the tourist source and Anhui is moderate, tourists often use high-speed and high-speed rail when entering; On the other hand, most of the tourists entering Anhui Province are large-scale tourists. In terms of spatial behavior, tourists try to take a circular route [25]. They are not willing to detour, let alone go back. This type of tourists will choose areas with relatively convenient tourism transportation as transit, or will directly reach cities with high tourism development level. Jiang Zuoming's research confirms this view. The spatial flow of domestic tourist flow between Huangshan City and other tourist destinations is mostly Hangzhou, Shanghai, Suzhou and other places [26]. The tourism spatial organization model of Anhui Province conforms to the multi center tourism spatial organization model defined in this paper.
（3） Mesh mode
There is a small gap in the possibility of tourists entering the cities in the region, that is, there is no city with a central distribution status, and the flow of tourists in the region is network like without a fixed pattern. As shown in Figure 3, the route selection of place A or place B when entering the destination area is based on their actual needs, without the need for transit in the central city.
In the process of tourism development in Zhejiang Province, most tourists come from the province, accounting for more than 50%. The transportation of Zhejiang Province has formed a network layout, and the transportation network among cities and provinces in the region is developed. According to the List of Kilometers and Density of Cities in Zhejiang Province in 2013 (Table 1), Hangzhou, Zhejiang Province, has the longest mileage and occupies the regional center advantage; Jiaxing has the best traffic density and accessibility; In addition, the expressway density of Huzhou, Jiaxing and Ningbo is also high, and Jinhua, as a hub in central Zhejiang, has a high degree of connectivity [27]. According to the total number of tourists received by cities in Zhejiang Province, the following data can be obtained: the percentage of total number of tourists received by 11 cities from high to low is 22.4% in Hangzhou, 14.37% in Ningbo, 13.48% in Wenzhou, 12.96% in Shaoxing, 12.49% in Taizhou, 12.26% in Jinhua, 12.21% in Huzhou, 11.24% in Lishui, 11.05% in Jiaxing, 7.72% in Quzhou, and 6.96% in Zhoushan. It can be seen from this that the gap between cities is small, and there is no absolute dominant tourism center city.
3、 The function of destination on regional tourism spatial organization model
Different destination market locations are a distinction between different tourist sources from different distances, and the analysis of regional tourism spatial organization mode is based on the behavior flow law of tourists when they enter the destination. The way and path tourists choose to flow is largely affected by the distance between the destination and the source of tourists. On the one hand, distance affects the choice of transportation mode, and on the other hand, distance affects the spatial behavior of tourists. Large scale tourists try to go to high-level tourist destinations, as many tourist destinations as possible, and take circular routes as far as possible; However, small and medium-sized tourists are mostly node like routes during their travel. Therefore, the cities that tourists enter first when they arrive at the tourist destination will be different. When arriving at the destination, tourists in the distant tourist source market usually choose the air transportation based on the comprehensive consideration of time, cost and other factors, so that most tourists of this type will first arrive at the central cities with high economic level and strong collection and distribution capacity in the province; In the process of traveling, tourists who are close to each other often choose high-speed, high-speed rail and other modes, which are relatively less dependent on the central city. Usually, convenience and accessibility are more considered in the selection of routes.
（1） Separate market location - single center model
The proportion of Yunnan Province in the distribution of domestic tourist sources is relatively low, and its leading tourist source market is Jiangsu, Zhejiang and Shanghai regions. Yunnan Province is a typical separated market location. Since the market is far from the destination, the passenger source in the source region will choose aviation as the main mode of transportation from multiple factors when choosing the mode of transportation. On this basis, destinations should vigorously develop tourism central cities with distribution functions, namely, regional tourism spatial structure. When entering the destination province, you will first arrive at the central city, and then reach other regions of the destination province through the regional transportation. Tourists visiting Yunnan Province first rely on air to enter Kunming, the central city of the tourist destination, and then take Kunming City as the center, relying on ground transportation or secondary air transportation, to travel to various tourist destinations to achieve tourism activities (Figure 4).
Figure 4 Market Location and Regional Tourism in Yunnan Province
Formation diagram of spatial organization model
（2） Proximity market location - multi center model
The tourist source of Anhui Province mainly comes from the surrounding provinces including the Yangtze River Delta and the central urban agglomeration, which is adjacent to the market location. The fact that the destination and the source of tourists are adjacent provinces indicates that the source of tourists is close to the target market. In terms of transportation, tourists mostly choose high-speed rail and expressway as the main mode of transportation, and usually consider more convenience and accessibility in route selection, while they rely less on aviation as a mode of transportation, and thus rely less on central cities with distribution functions. It is not feasible to develop a tourism center city due to its aviation status in the tourism development process of the destination province. Influenced by the level of tourism development and economic development, Anhui Province has three central cities: Huangshan, Wuhu and Hefei. Tourists will choose the best tourist center city when entering according to different tourist sources and tourism needs (Figure 5).
Figure 5 The relationship between market location and regional tourism spatial organization mode in Anhui Province
（3） Coincident market location - network model
The tourists in Zhejiang Province mainly come from their own regions, which are overlapping market locations. In terms of transportation, the choice of high-speed railway and high-speed railway has relatively little dependence on the central city. In addition to the traffic network layout of Zhejiang Province, tourists do not need to consider choosing the relatively convenient central city as the transit route when choosing the travel destination. In addition, the small and medium-sized tourist behavior law determines the node like tourist behavior law. In terms of destination selection, it is not a comprehensive consideration of multiple numbers, but directly to the destination city (Figure 6).
4、 Conclusion and discussion
（1） Conclusion
Taking Yunnan Province, Anhui Province and Zhejiang Province as examples, this paper analyzes their different market locations and regional tourism spatial organization modes, and explains their corresponding relations. According to the relationship between the destination and the provinces of the leading tourist source, the destination market location is divided into the separated market location of long-distance trans provincial tourism, the adjacent market location of middle distance neighboring tourism, and the overlapping market location of short-term intra provincial tourism. According to the different behavior flow rules of tourists in the destination region, this paper summarizes three regional spatial organization models, namely, the single center regional spatial organization model, the multi center regional tourism spatial organization model and the network regional tourism spatial organization model. The location of the destination market directly affects the choice of transportation modes, and thus has a significant impact on the regional tourism spatial organization model. The separated market location corresponds to the tourism spatial organization model of a single central region; Adjacent market location corresponds to the spatial organization model of multi center regional tourism; The overlapping market location corresponds to the spatial organization mode of tourism in the network region.
（2） Discussion
This paper attempts to analyze on the basis of cases. Anhui, Yunnan and Zhejiang provinces are of typical significance, and there are some provinces between these models, which need to be analyzed according to the actual situation, so as to position them more accurately. In addition, based on the premise of rational economic man, the analysis has not taken into account the individual characteristics of tourists, tourists' psychology and other influencing factors, which need more comprehensive analysis in the future. The qualitative analysis is mainly based on the lack of actual data as support. Although the relationship between market location and regional tourism spatial organization mode is discussed, the detailed and comprehensive mechanism of action is not explained, which will become the focus of future research.
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