Research On The Inbound Tourist Source Market Of Zhejiang Province

Tourism has developed rapidly after the World War II, which has been the important increasing point of national economic development in each country. With the competition getting more and more vigorous, how to steadily occupy and continuously expand one's tourist source market has been the pivotal problem for the travel industry's sustainable development. Thus the study on the demand of tourist source market has been paid more and more attention.The inbound tourism figures importantly in the international tourism. As the fifth greatest inbound tourist destination, the Zhejiang Province has developed its inbound tourism to a fairly large scale today. However, compared with the other regions which line forwardly, Zhejiang has obvious gaps in many aspects. The tourism is being opened to the world roundly after China's entry into the WTO. Consequently, the inbound tourism in Zhejiang Province is going to confront fire-new opportunities and challenges.What the thesis researches into is the inbound tourist source market of Zhejiang Province. According to some statistic information and materials obtained from some spot checks on inbound tourists, it analyses the general characteristic of tourist source market of Zhejiang. It also makes a quantitative and qualitative predict of developing trends on Zhejiang's inbound tourist source market. Finally, the inbound tourist source market is positioned and the promoting strategy is proposed.The comparatively outstanding characteristics of Zhejiang 's inbound tourist market are as following: 1) its spatial structure is that, the main body of the inbound tourist is foreign guests, next to it is the Hong Kong, Macao and Taiwan compatriots. Besides, the proportion of the former is increasing and the proportion of the latter is decreasing. 2) In the demography characteristic, the tourist sex structure is dominated by the male; Age structure by middle and youth tourist primarily; and Occupational structure by business people and professionals mainly. 3) In the behavior pattern, the tourists' motives to come to Zhejiang mostly are business affairs and sightseeing; the ratio of revisiting is low; the tourist lingering time comparatively shorter that the average of the country; the non-basic consumptions dominate in the consumption structure. 4) The survey results show that, the inbound tourists' interest still concentrate on the landscape in Zhejiang, but the proportion is decreasing; The inbound tourists' appraisal on tourist service and reception establishment of Zhejiang are far worse than that of Jiangsu, which is bordered on Zhejiang. 5) By using unitary linear regressive model and exponential curve model, it makes a short-termed forecast on the quantity of the inbound tourist in Zhejiang Province respectively; the simulation precision is comparatively ideal by the model.According to the present condition of Zhejiang Province's inbound tourist source market, the comprehensive inbound tourist market positioning is to have the Asia as the basic market, to develop the Europe, North America and Oceania market deeply, to exploit the Africa, poncho and the Middle East market. The function is orientated as: Taking tourism about commercial affairs as lead, sightseeing as base, develop recreation, vacation and other special markets. In addition, the article puts forward some goals of subdividing market choices: To develop women tourist market, as well as teenagers and the old market; paying attention to scattered visitor market, etc. At last, some strategies of exploiting Zhejiang's inbound tourist source market are advanced, including tourism products brand, area union, travel promotion and distribution, etc. Considering Zhejiang's present tourist market characters and the existing defects, some countermeasures are also put forward, including innovating the managing system, strengthening the administration on the industry, enacting more supporting policies, building up the gravitation for investing, and so on.