The Tourist Generating Market: A Case Research On Pingyao

The Tourist Generating Market: a Case Research on PingyaoChinese tourism industry has been shifted from a country with abundant touristry resources to one with abundant tourists after more than 20 years' reform. The goal in future for the development of Chinese tourism industry is how to enhance the tourism industry from the Asian scale to the worldwide, and how to become a major growth area in Chinese economy, which is deemed clearly as a crucial path and key point to establish great tourism industry that enhances the competitive capability and service quality by developing and breeding tourism market.The competitive capability is reflected by the performance of a touristy destination in fierce tourism market competition which means the competition of abstracting tourists. It is a key point to steadily abstract certain amount and high quality tourists from home and abroad for the sustainable development of tourism industry. Therefore, the study and analysis on tourist generating market is an important step for comprehensive tourism development.The county of Pingyao has regarded tourism as a major growth area and new economic growth point since 3rd December 1997 when UNESC listed the Pinyao ancient city into the world heritage record. Whereas compared to Lijiang, which was also listed in the world heritage record, Pingyao still stands in an improper situation in terms of its unique resources. Why the speed of the development of Pingyao's tourism industry is so slow? The answer of the puzzle is only one word: market.This dissertation is based on the historical development and the current situation in Pingyao's tourism market, through tourists' poll on the spot and internet, analyzes the overall constitution of the tourists generating market of Pingyao by means of combination of economic and geographic measures through the view of spatial scale and demography, including the total amount of the tourists in Pingyao, the constitution of realistic tourist generating market and potential tourist generating market, the nature of the tourist generating market in Pingyao. The thesis establishes an ACD matrix with the occupation of tourist as a main factor to analyze the relationship between tourist flows and their occupations, with the combination of quantitative and qualitative method to take an insight into the tourist segments selected, in the hope of advising a scientific measure and practicable basis for future development of Pingyao's tourism industry in order to convert the present dilemmatic situation to an optimization.