Research On The Outbound Tourism Market Of Wenzhou Area

Since the reform and opening up, especially since the beginning of the 21st century, the per capita GDP of Zhejiang Province has more than ＄4000, has been basically achieved a comfortable level, Ningbo, Hangzhou, Wenzhou and other cities has taken the lead in the urban development stage of developed countries. People’s awareness of outbound travel is relatively mature, with the appreciation of the RMB, the low price of outbound tourism deeply attracted Wenzhou residents to travel abroad. Especially after Wenzhou aviation port officially expanding opening up in 2012,the demand of outbound tourism of Wenzhou citizen is growing rapidly, the number of outbound tourists grew just as fast.This paper selects Wenzhou as a research object, through data induction, questionnaire survey, data processing and statistical analysis, combined with my personal experience of working in aviation port for 5 years, refining and summing up Wenzhou outbound tourism market development characteristics and its influencing factors timely,in order to propose beneficial enlightenments for the sustainable and healthy development. This paper mainly discusses the following aspects of the content:First,according to the relevant statistical data of Wenzhou Tourism Bureau and Wenzhou Customs in 2010-2015, and then combined with the survey questionnaire to analyze the characteristics of the development of Wenzhou area residents. Through the analysis, we found that the characteristics of Wenzhou outbound tourism:after experiencing rapid development, the scale of outbound tourists in Wenzhou tends to be stable;Tourism destination gives priority to short travel with close distance and convenient transportation, and by the Hong Kong and Macao mainly to gradually spread to overseas countries (regions);the outbound people mainly focus on female group,the post-80s and the post-90s, group of highly educated and high-income,and family. Relaxation is the main purpose of outbound tourism;travel by aircraft as the main means of transport, and more willing to self-funded travel.Second, Wenzhou residents tourist destination coverage, Chinese Hong Kong and Chinese Macao line thus formed, Chinese Taiwan routes, Japan and South Korea Line, Southeast Asia routes,the European routes,and American routes are also included.Island line are the main products of Wenzhou outbound tourism development,but all kinds of tourism products unique in the schedule, visit content, type of travel and price.Third, making analysis on overseas destination attractiveness by such as price, distance, tourist attraction, people around reputation, national security and the attitude of the residents, transportation convenience, It results show that Wenzhou residents affected by the price and the spatial distance obviously.Fourth, based on accessing to data and questionnaire analysis.Wenzhou outbound tourism market existing problems:tours to fly sightseeing trips, lack of leisure, tourism product in the form of featureless, marketing product segmentation insufficient,and homogeneity phenomenon is serious; tourists’ irrational consumption and uncivilized behavior still exist; service quality is not high, widespread unauthorized business, tourism enterprises integrity severice lack causing confusion in the market order; the development of aviation port lag effect of outbound travel market fast development.Fifth, combined with national and local policies and changes in market demand, through the analysis, I believe that the Wenzhou area residents travel abroad will present trends:the rapid development of still-scale tourism, tourism product diversification, the destination chosen by short distance travel gradually diffuse to Europe and the Americas, the main crowd of outbound tourism are the post-80s and the post-90s, self-funded travel and leisure tourists, the continuous improvement of the market order will become a trend.Sixth,Based on in-depth analysis of Wenzhou outbound market, summed up the national and international development experience in outbound tourism market.combined rapid developing society with questionnaire,the paper gives several suggestions on how Wenzhou outbound market get healthy and rapid development.in order to provide references for the government and tourism enterprises to improve their work.government must grasp their own position of good development of the outbound tourism market, and should play the dual roles of good regulators and service providers,to guide Wenzhou residents civilized travel and establish a correct view of consumption, to improve the Wenzhou aviation port construction.Enterprises need to implement the’penetration cooperation’ business strategy, and lead into the concept of ’the Internet plus’; to innovate outbound tourism products and forms;also to improve the professional quality of outbound tourism service personnel.Meanwhile, in order to better do market research, the author designed a set of questionnaire that gave out to Wenzhou residents through WeChat, and 128 people completed the questionnaire,88 valid questionnaires were returned,which 58 people had experienced outbound tourism.