Regional Differences Of Tourism Seasonality In China And Development Strategy Research

Seasonality is one of the most important features of tourism industry. As an important part of national economy, Tourism industry has long plagued by seasonality, this seasonality make different degree of opposite impact to economy & society, and affect the value of visitors experience and damage the international tourism image of our country. Deep understanding connotation and characteristics of tourism seasonality, realize the balanced development of tourism in the dimension of time and space, can effectively solve the imbalance of tourism industry in China.Domestic and foreign scholars have done a lot of work on the concepts of seasonality, reasons and impacts, and put forward some measures and methods to relieve the tourism seasonality. But present study on tourism seasonality tend of time perspective, and less is based on the spatial dimension, combining the two dimensions of time and space analysis is rare.To cope with the tourism two-way imbalance which include short supply in peak-season and idle in off-season, and the current prominent contradictions of tourists control-. supply and demand regulation, seasonal tame, This study treat the seasonal distribution of tourists and tourism reception as the breakthrough point, based on two dimension of time and space, apply the co-opetition theory, new economic geography, sustainable development theory and equilibrium analysis on multi-angle theoretical exploration and empirical research of tourism seasonality. This study is distributed into eight parts.The first chapter introduce topic background and research significance, research objects and methods, basic ideas and framework and innovation points; The second chapter is research progress both at home and abroad, combing concepts system firstly of tourism seasonality、off-season travel、travel motivation and restrictions; Secondly, generalizes the research achievement related to the influence factors of tourism seasonality based on the natural, social, and economic aspects; Thirdly, combing comprehensively the related literature at home and abroad from the point of view of the influence of tourism seasonality and coping strategies; Finally, reviewed the related research status comprehensively both home and abroad; The third chapter is the theoretical basis and analysis framework of tourism seasonality, based on clarifying and defining the concept system of tourism seasonality, build the tourist seasonal T-O-D analysis framework, based on general equilibrium and the theory of industrial agglomeration, the new economic geography etc. Discussed the volatility and disequilibrium in the dimension of time and space, and analyzed the seasonal performance of variable dimension from the perspectives of seasonal coping strategies;The chapter four, chapter five and chapter six, based on the perspective of origin、destination and individual attributes,from the dimension of time、space and variables, measure and analysis the country’s tourism seasonal potential of 31 provinces, cities and autonomous regions, through the market segmentation (travel motivation, for example), and the potential measure of variable dimension improves operability and feasibility of the seasonal potential development; The seventh chapter is countermeasures and suggestions, mainly according to above theoretical analysis and empirical research results, based on two aspects of countermeasures and development strategies, puts forward the strategy system of contradiction supply and demand of tourism seasonality; Chapter eight is the research conclusion and prospect.The main research conclusions of this study is briefly as follows:1. Our country’s tourism seasonality presents comprehensiveness-. hierarchy and complicated characteristics.In the process of carding the research achievements and variable selection, we can find the existing research is mainly qualitative description, seasonal factors index selection is not comprehensive, and lack of internal hierarchy analysis and importance judgement, in order to make up for the shortage of the existing research, to improve the rationality and systematization of the index set of follow-up studies, combing and classified the seasonal factors, and it can be divided into four plates of natural, social, institutional, consumer individual attribute. Each contains a variety of factors, various factors influence each other in complex ways. Natural factors, on this basis, using the theory of "push-pull", build tourism seasonality T-O-D system analysis framework determined by travel rate, destination tourism flow and tourists individual attributes.2. Tourism seasonal concept not only includes index fluctuations on the time dimension, also including unbalance on space dimension and the variable dimension.Tourism seasonality is lack of effective measures, because the deconstruction and expression of tourism seasonality is not clear in the traditional sense, with a fuzzy viewo in order to depict tourism seasonality attributes more clearly, we has carried on the empirical analysis in the space and time dimension and the variable dimension of tourism seasonality, found seasonal performance is not the same in every aspect of variable, so as to expand and extend the theory connotation of tourism seasonality. In addition, the origin, destinations and tourists individual properties are found in specific natural environment, social environment and institutional environment, for different regions, different types of tourism destination, tourism have significant seasonal performance.3. Climatic conditions is critical for the formation of seasonality and performance.Climate is closely related to tourism. Climate has crucial influence on travel behavior. Climate Uncontrollability is the main threat to the normalized tourism activity. The influence of climate on tourism including seasonal replace of resources attractions and tourist comfort change, the seasonal replace of resources attraction has directly influence on tourists experience value, and with tourism comfort, ultimately have got a significant impact to tourists behavior. Because important influence on tourism activities, climate conditions has also become one of the causes of tourism seasonality. Among the influence factors of travel decision-making, climate condition has not been valued seriously, but tourists perception on origin climate is more directly, the empirical results of the impact are also highly significant;4. In the analysis of tourism seasonality based on T-O-D system, individual attributes of seasonality has a significant performance.All the factors of individual attributes has directly or indirectly affection on tourists travel decision-making, and then forming the seasonal tourism phenomenon, the seasonal impact of individual attributes cannot be ignored. Individual attributes mainly includes two aspects of travel motivations and travel restrictions,based on the empirical results, tourists can be divided into service oriented, cost savings, efficiency driving type, experience in depth and discretion five types, the five types of tourists have obvious difference in the age structure, income, occupation, education level and travel consciousness, it is the difference between these segments provides way and opportunity for developing the potential of tourism seasonality.5. Seasonality has a significant spatial correlation effect (heterogeneity and dependence).Spatial correlation effect which based on the First Law of geography (Tobler First Law) including spatial heterogeneity and spatial dependence, compared with the existing spatial homogeneous hypothesis on tourist behavior study, spatial heterogeneity conforms to the real environment. After the empirical analysis on tourism seasonal fluctuations, found that spatial correlation effect (spatial dependence and spatial heterogeneity) play a remarkable role in the process of the formation of tourism seasonality. Tourism elements have dependencies in time and space dimensions in adjacent areas for the travel process, such as elements flow, passenger flow distribution, commodity trade, technology spillover and knowledge diffusion, etc., the related spatial lag is a further description of spatial dependence, in space interaction of tourism elements, the impact of the changes has a lag in time dimension, for example, the number of tourists for a destination has been influenced by the monetary income of its main origin.6. The analysis of seasonality should follow small scale and specific research direction.As mentioned above, tourism seasonality tend to be comprehensive, hierarchical and complicated, because of this, in order to achieve the accurate portrayal of the seasonal attribute and unbiased analysis, our research should follow the small scale and specific research direction, so that we can grasp and control all the impacts of the tourism seasonality reasonable.The innovation of this paper include:1. discusses the mechanism between seasonal factors systematically and deeply; 2. Build the theoretical analysis framework (T-O-D system) of tourism seasonality, and based on this architecture, measure the regional distribution law of tourism seasonal market potential from individual attributes, origin and destination; 3. The space measurement method of the new economic geography is introduced to analyze tourism seasonality, verify the space effect play a critical role in tourism seasonality formation; 4. Based on the new perspective of travel motivation, provides a strategy and policy design with strong operability and feasibility for tourism seasonal market development.Although the author try best to do a comprehensive and in-depth systematic analysis for tourism seasonality, but there are still shortcomings, first of all, the questionnaire sample of analysis is small, cannot fully reflect individual motives and limiting factors of the overall tourism market in China, still need more samples of tourist motivation recognition and market demand research, to set up a more scientific tourism seasonally balanced strategy; Second, due to the lack of statistical data and information collection difficult, cause the variables recognition and index selection is incomplete and not comprehensive in the subject research; In addition, many new research directions need to further expand. Tourism resources characteristics determine the seasonal characteristics and its role in taming seasonality, such as heritage and culture type tourism resource have weak seasonal characteristics, its role in the seasonal smooth is one of the direction of future research. In addition, the exploration and market development on tourism seasonal distribution which based on different techniques and methods, deserves to be further study deeply.