Shandong Province, The Domestic Tourist Market Study

The domestic tourism of Shandong province has great development in the 90's of the 20th century. The total number of domestic tourists and tourism income are far ahead of national level, and increase over 10% pre year. The domestic tourism has been the new increasing point of national economy. This paper takes domestic tourism market as research object, and specially studies the case of Shandong province, applied the quantitative and qualitative research methods.From the multiple subjects point of view, the paper systematicly analyses the formation of domestic tourism market, the travel behavior characteristics of national tourists, the time and space construction of domestic tourism market. The paper does comprehensive and scientific research of the domestic tourism market of Shandong province using the two-way analysis of variance and hierarchical cluster procedures of statistics. According to the different travel purpose ,travel way and population construction characteristics of domestic tourist ,the domestic tourist arrived in Shandong are classified into grade one, grade two, grade three and grade four tourism markets. Furthermore, this paper does the quantitative research of domestic tourist's profession, staying travel time and expenditure characteristics. Based on grey system model and other regression analysis, this paper predicts the development tendency of Shandong domestic tourism market in the future. The paper uses GM(1,1) with higher forecasting accuracy as the prediction model of Shandong domestic tourism market, through comparing all kinds of model's forecasting accuracy.Finally, according to the segmentation results of Shandong domestic tourism market, and connecting with the scale and attraction of various tourism markets, grade one and grade two markets are selected, and acted as object market of Shandong domestic tourism. After analysing the existent problems of Shandong domestic tourism, this paper introduces tourism marketing strategy and provides scientific foundation for government and tourism organization when they will establish the macroscopic tourism plan and decision.