海南省海外客源市场分析

通过对海南省海外客源市场的时空分析和消费水平、消费结构分析,认为海南省海外客流呈逐年递增趋势,但增长速度偏低,季节变化明显,易受偶发因素影响,港澳同胞是海外客流的主体,亚洲游者是海南外国旅游者的主体,日本、韩国和新加坡是海南的主要客源国.海南省的海外旅游者人均日消费高于全国平均水平,但近年来持续下滑,长途交通、住宿、餐饮和购物在消费构成中所占比例较大,消费结构不尽合理.针对海南海外客源市场的主要特征,认为海南省应进行旅游形象定位,大力提升海南省在海外客源市场上的知名度和吸引力;明确海外目标市场,进行针对性的市场开发;调整旅游产品结构、丰富旅游产品内容;全方位、多手段地进行有效的宣传促销.

ANALYSIS ON THE OVERSEAS TOURIST MARKET OF HAINAN PROVRINCE

This paper analyzes the spatial and time features, the consumption level and the consumption structure of Hainan's overseas tourist market and then presents its features: Hainan's overseas tourists are on rise, but the increasing rate is relatively slow and easily influenced by accidental factors;the seasonal change of Hainan's overseas tourist market is obvious;the compatriots in Hongkong and Macao are the main body of Hainan's overseas tourist market; the majority of foreign tourists to Hainan are from Asia, Japan, Korea and Singapore are the major generating countries; the average daily per capita expenditure by Hainan's overseas tourists is higher than that by China's oveseas tourists, but in recent years, it decreases gradually; the proportion of long-distance transporation, accommodation, food & beverage and shopping is relativelylarge, the consumption structure is far from being reasonable. Finally this paper puts forward some main measures that can develop Hainan's overseas tourist market.The measures are as follows: laving stress on Hainan's tourism identity; identifying the target overseas tourist market of Hainnan Province; adjusting tourist product structure and diversifying tourism products; giving effective and comprehensive publicity to Hainan by resorting to all sorts of methods.