Traditional Culture Encyclopedia - Tourist attractions - Analysis of tourism and leisure demand factors

Analysis of tourism and leisure demand factors

1. What are the concepts, categories and characteristics of tourism demand?

(1) concept?

In the economic sense, demand refers to the desire of consumers to buy a certain commodity or service at a certain price in a certain period of time. Tourism demand refers to people's desire to buy tourism products. If further analysis, we can see that demand is the unity of purchasing desire and ability to pay, and the lack of any one condition can not constitute an effective or realistic demand. Due to the characteristics of tourism activities, in order to buy tourism products, we must have enough leisure time besides the desire to buy and the ability to pay. Therefore, tourism demand is the desire of people who have certain ability to pay and leisure time to buy a certain tourism product. ?

(2) category?

According to the conditions of tourism demand, tourism demand can be divided into potential tourism demand and real tourism demand. Potential tourism demand refers to people who have the desire to travel but have no ability to pay or leisure time. The realistic tourism demand refers to the tourism demand with both tourism desire and certain ability to pay and leisure time. ?

Although potential tourism demand and actual tourism demand belong to the category of tourism demand, they have different meanings in tourism economic activities. First of all, the potential tourism demand cannot form an effective market demand in a short time, while the actual tourism demand has both tourism desire, ability to pay and leisure time, so it shows an effective market demand. Secondly, potential tourism demand is the basis of real tourism demand, and real tourism demand is the development of potential tourism demand. Third, the potential tourism demand reflects the expansion potential of the market, which is of special significance to the development trend of the tourism market. The actual tourism demand does not reflect the potential of market expansion, but it will have a direct impact on current and future tourism economic activities. ?

The actual tourism demand can be divided into realized tourism demand and unsatisfied tourism demand. The realized tourism demand refers to the tourism demand that tourism products meet the needs of tourists in quantity, quality and structure, which is manifested in monetary purchase. Unfulfilled tourism demand refers to the tourism demand that tourism products do not meet the needs of tourists in quantity, quality and structure, so there is no money to buy them. As shown in Figure 3- 1, AB is the supply line of tourism products, E is the balance point between supply and demand of tourism A products and tourism B products, and (OA0+OB0) is the tourism demand when supply and demand are balanced. But in fact, the realized tourism demand is (OA 1+OB 1), and the unsatisfied tourism demand is

Figure 3- 1 Realized tourism demand and unmet tourism demand?

With the development of social productive forces and the improvement of national income level, potential tourism demand will be transformed into realistic tourism demand through effective market development. Therefore, increasing sales promotion in time is an important way to expand the tourism market. ?

(3) What are the characteristics of tourism demand?

Due to natural, geographical, political, economic, cultural and other reasons, international tourism demand has some remarkable characteristics in terms of flow direction and flow, which can be summarized as follows:

1. There are many short-distance flows and few long-distance flows. Time and money are the main reasons for this phenomenon. According to statistics, short-distance tourists account for 80% of the total number of tourists in the world, while long-distance tourists only account for 20%. ?

2. There is more flow from north to south and less flow from south to north. The reasons for this phenomenon are both natural and economic. From the natural factors, international tourists mainly flow from the cold northern region to the warm southern region. From the perspective of economic factors, most of the northern part of the world is developed and most of the southern part is developing. Every year, tourists from developed countries account for about 20% of the total number of tourists in the world, while tourists from developing countries only account for 5% of the total number of tourists in the world. ?

3. Mutual flow between developed countries and regions. Due to political, economic and cultural reasons, most developed countries in the world are both major tourist source countries and major tourist receiving countries. According to statistics, nearly 20 developed countries in Western Europe, North America and other regions account for 90% of the total tourists in the world tourism market, and 80% of them flow between these countries. At the same time, due to geography, nationality, language, culture and other reasons, there has been a situation in which tourists from the two countries convect with each other and become source countries and receiving countries. ?

The research report released by the World Tourism Organization in recent years shows that when the per capita consumption growth rate is lower than 1%, the tourism expenditure shows a downward trend; When the per capita consumption increases 1%, the tourism expenditure remains unchanged; When the per capita consumption increases by 2.5%, the growth rate of tourism expenditure is 4%; When the per capita consumption increases by 5%, the growth rate of tourism expenditure reaches 10%. ?

Second, what are the conditions for the formation of tourism demand?

To master the characteristics and general laws of tourism demand, we must understand the reasons for the formation of tourism demand, which not only has certain objective conditions, but also has certain subjective conditions. ?

(1) objective conditions?

1. Free currency. With the development of social economy and the increase of national income, people's consumption level, consumption structure and consumption mode are constantly evolving to a high level. In the process of the evolution and leap of national consumption, the expenditure to meet the needs of survival is relatively reduced, while the proportion of expenditure to meet the needs of enjoyment and development is relatively increased. The experience of tourism development in various countries shows that when the per capita income reaches 300-450 dollars, people will have the demand for domestic tourism, thus forming short-distance tourism consumption; When the per capita national income reaches 800- 1000 dollars, people will have the demand to travel to neighboring countries, thus forming regional tourism consumption; When the per capita national income reaches more than 3000 dollars, people will have the demand for long-distance travel, thus forming intercontinental tourism consumption. ?

Discretionary money refers to the residual income after deducting all taxes and social advance consumption (such as health insurance, life insurance, retirement fund, housing provident fund, etc.). ) and daily consumption, generally through Engel coefficient ① (Ernst,19th century Germany? Engel refers to the proportion of a family's or individual's income spent on food. The lower the coefficient, the higher the disposable income level, and vice versa. Measuring disposable money is not only a prerequisite for the formation of tourism demand, but also has a great influence on people's choice of tourism destination, tourism type, tourism grade and tourism mode. ?

2. Leisure time. The definition of leisure time in the Charter of the United Nations is: "Leisure time refers to a period of time when an individual is completely at his own disposal after completing his work and meeting the requirements of life." Leisure time, also called leisure time, is another important condition for the formation of tourism demand. ?

Leisure time can be divided into three types according to the length: leisure time after each working day, leisure time on weekends and leisure time on holidays. The length of leisure time has different effects on tourism demand. The first kind of leisure time is generally only used for activities such as watching movies, watching TV and chatting. The second leisure time can produce short trips, such as a day trip in China; The third leisure time can produce long-distance travel, such as inter-provincial travel or international travel. ?

With the development of social productivity and the improvement of labor productivity, people's leisure time will continue to increase. Working hours in western countries are generally about 35 hours per week, with two rest days per week. After the 1960s, western countries generally implemented paid vacations. Except weekends and statutory holidays, paid holidays are generally 20 to 40 days. At present, the working hours in China are 40 hours per week, with two rest days per week. Plus traditional holidays, paid holidays account for more than 1/3 of a year. ?

3. Modern transportation. The objective conditions that lead to the formation of tourism demand include not only disposable money and leisure time, but also modern traffic conditions, such as large wide-body buses, high-speed trains, luxury air-conditioned buses and expressway, which not only make it possible for tourists to travel across continents, but also make their spatial displacement more convenient, fast and comfortable, thus greatly stimulating people's travel motivation and promoting the development of long-distance tourism and international tourism. ?

To sum up, disposable money, leisure time and modern transportation system are the three objective conditions for the formation of tourism demand. ?

(2) Subjective conditions?

Tourism consciousness or concept is the subjective condition for people to produce tourism demand. When a person has the objective conditions to travel abroad and has the time and ability to buy a certain tourism product, if he is not aware of his own tourism needs or has no desire to travel, there will still be no tourism demand. In other words, only when a person has the objective conditions for tourism, but also has the corresponding tourism consciousness or concept, can the realistic tourism demand finally form. When there are objective objects that can meet this demand, the actual tourism demand is expressed in the form of tourism motivation. When people have tourism motivation and take corresponding tourism actions, the actual tourism demand is transformed into realized tourism demand or unsatisfied tourism demand, which further promotes the process of people's psychological demand. Social environment, personal experience, cultural accomplishment, age, gender, personality and other factors have great influence on the formation of people's tourism consciousness or concept, and to some extent lead to differences in tourism motivation types. The evolution process of tourism demand is shown in Figure 3-2. ?

Figure 3-2 Evolution of Tourism Demand?

Third, the tourism demand index system?

Tourism demand index is an organic part of tourism economic index system, and it is an index to measure the tourism demand of a country or region, which provides a quantitative basis for people to grasp the development trend of tourism economy in a country or region. ?

The main indicators of tourism demand are as follows:

(a) the number of tourists?

The tourist number index reflects the number of domestic and foreign tourists received by a tourist destination country or destination in a certain period of time, which is generally measured by the number of tourists. The number of tourists refers to all tourists who have visited a tourist destination country or destination in a certain period of time multiplied by the number of visits. ?

In China, there are two main indicators of the number of tourists: the number of inbound tourists coming to China and the number of overseas tourists organized for reception. The number of inbound tourists in China refers to the number of foreigners, overseas Chinese and compatriots from Hong Kong, Macao and Taiwan who come to China to visit relatives and friends, take vacations, attend meetings and engage in economic, cultural, sports and religious activities, including the number of overnight stays and the number of overnight stays, which shall be subject to the entry registered by the customs. ?

The number of overseas tourists received by organizations refers to the number of tourists received by travel agencies, travel companies, hotels, government departments, mass organizations and other enterprises and institutions, and is part of the number of inbound tourists. ?

The number of tourists reflects the overall scale of tourism demand, which can better grasp the current situation and trend of tourism demand. It should be noted that sometimes the decrease in the number of people is not a bad thing, which may be the result of the increase in the stay time. ?

(2) index of the number of days visitors stay?

There are two indicators for the number of days a tourist stays: the number of days a tourist stays and the number of days a tourist stays per capita. ?

1. The index of tourist stay days refers to the product of the number of tourists and the number of overnight stays per capita in a certain period, which reflects the demand of tourists from the perspective of time and also shows the attractiveness of tourism products. When we count the number of tourists, we must fully consider the stay time of tourists in order to comprehensively measure the basic situation of tourism demand. ?

2. The average stay time of tourists refers to the ratio of the stay time of tourists to the number of tourists in a certain period. It reflects the actual situation of tourism demand from the perspective of average, and also reveals the changing trend of tourism demand in different periods. Based on this, we can analyze the reasons and formulate corresponding countermeasures. ?

(3) tourist consumption indicators?

Tourist consumption index is a comprehensive index to measure tourism demand in the form of value, which is divided into three sub-indexes: total tourist consumption, per capita tourist consumption and tourism consumption rate. ?

1. Total consumption of tourists. The index refers to the total amount of money paid by tourists at tourist destinations in a certain period of time, including the expenses of tourists buying various goods and services in tourism activities, such as catering, accommodation, transportation, entertainment and shopping. For tourist destination countries or tourist destinations, the index reflects the tourism income of the country or region and has important economic significance. It is worth noting that the total consumption of international tourists does not include international transportation expenses, while the transportation expenses of domestic tourists are included in the total tourism consumption. ?

2. Per capita consumption of tourists. The index refers to the ratio of the total amount of tourism to the number of tourists in a certain period, and reflects the tourism demand in a certain period from the perspective of average form. Through this index, we can analyze the consumption level of each tourist market, understand the changes of tourists' consumption, and then determine the corresponding target market and marketing strategy. ?

3. Tourism consumption rate. The index refers to the ratio of the total overseas tourism consumption of a country or region to the total consumption of residents or national income of that country or region in a certain period of time. Expressed as:?

Tourism consumption rate reflects the intensity of residents' demand for traveling abroad in a certain period of time from the perspective of value. ? (4) What are the indicators of trip rate and revisit rate?

1. Travel rate refers to the proportion of people traveling abroad in a certain period of time to the total population of a country or region. Expressed as:?

This index reflects the residents' demand for traveling abroad in a country or region, and can be used as the basis for us to choose the source market. ?

2. The revisit rate refers to the ratio of the number of overseas tourists in a country or region to the number of overseas tourists in that country or region in a certain period of time. Expressed as:?

This index reflects the frequency of a country or region's residents traveling abroad in a certain period of time, and it is another reference index for us to choose the tourism market. ?

Part two?

Factors affecting tourism demand and general laws of tourism demand

First, the influencing factors of tourism demand

There are three main factors that affect the demand for international tourism: first, the factors of tourist source countries or regions; Second, the factors of tourist destination countries or regions; Third, the factors between tourist source countries or regions and tourist destination countries or regions. To sum up, these factors can be divided into the following five aspects:

(a) the total population?

The total population mentioned here refers to the total population of the country or region of origin. Population growth will not only increase the daily consumption demand, but also increase the tourism demand. Generally speaking, countries with a large population base still have a large number of tourists when the travel rate is not high, so they are still our main source countries. ?

(2) Population structure?

Population structure refers to the age, sex, occupation, education level and urbanization level of the population. ?

Age has a great influence on people's travel needs, mainly because people of different ages have different physical conditions, psychological States and life cycles. For example, unmarried young people have a strong desire to travel, but due to the limitations of economic conditions, it is difficult to fully realize their travel needs; Married and childless young people have strong tourism demand and objective conditions for tourism; Young people who are married and have children are unlikely to travel because their children are still young. Middle-aged people aged 35-50 are generally successful in their careers, have good economic conditions, and their children have become self-reliant. They have a strong demand for tourism and have the conditions to fully realize it. Old people have plenty of time and some savings. If they are healthy, their travel needs are also very strong, and their travel rate is also increasing. ?

The influence of gender on tourism demand is also obvious, mainly in that the proportion of male tourists is higher than that of female tourists, which is mainly due to the different family roles of men and women. Generally speaking, male tourists have more independent time to travel, while female tourists are often bound by their families and cannot travel. With the socialization of housework, the rate of female travel has been increasing, which has become an indispensable part of the tourism market. ?

The influence of occupation on tourism demand is mainly manifested in the following aspects: First, people of different occupations have different economic incomes, and the intensity and content of their tourism demand are obviously different. Secondly, different occupations have different paid holidays. Paid holidays in manufacturing industry are relatively centralized and fixed, and paid holidays in tertiary industry can be used by stages. Therefore, most manufacturing employees travel in summer, and there is little difference in the seasons for employees in the tertiary industry. Third, people in different occupations receive different amounts of stimulation, different psychological balance and different travel needs. ?

Education level also has a certain influence on people's tourism demand. People with higher education know more about the outside world and have less regional prejudice, so it is easy to overcome the resistance and fear of foreign culture and unfamiliar environment, and it is easy to generate tourism demand. However, people with low education have a narrow understanding and are often satisfied with happiness, so it is not easy to generate tourism demand. ?

The impact of urbanization on tourism demand is mainly manifested in the fact that the travel rate of urban residents is much higher than that of rural residents. The main reasons for this difference are: on the one hand, the higher income of urban residents, convenient transportation and smooth information are conducive to the formation of tourism demand; On the other hand, cities are becoming more and more crowded and noisy, and the pollution problem is becoming more and more serious. Faced with all this, people are eager to return to nature and devote themselves to a brand-new environment, so the demand for tourism inevitably arises. ?

(3) Tourism price, inflation and currency exchange rate?

The influence of tourism price on tourism demand is obvious. If we analyze it, we can clearly see that the value of tourism products and the relationship between supply and demand have a decisive impact on tourism prices, and the degree of inflation and exchange rate in tourist receiving countries are also directly related to the level of tourism prices. If the host country's inflation is relatively high, the exchange rate between the country and the tourist source countries will drop, the host country's currency will depreciate, and the real price of tourism products will drop, which will promote tourism demand. On the other hand, if the deflation in the host country causes the exchange rate between the country and the tourist source countries to rise, the host country's currency to appreciate and the real price of tourism products to rise, it will restrict tourism demand. In addition, in addition to the tourism price of the host country, international transportation costs account for a considerable proportion of the total tourism expenditure, and its price level will inevitably promote or hinder tourism demand. ?

(4) Tourism supply?

The tourism supply of the host country determines the realization or satisfaction of tourism demand. Among the tourism supply factors, tourism resources determine whether the tourism demand can be fully realized, and the conditions of tourism facilities and the level of tourism services also have an important impact on the satisfaction of tourism demand. ?

(5) Political and cultural factors?

Political relations between countries also have a great influence on tourism demand. The two countries have good relations and frequent economic activities. The relationship between the two countries is tense and the tourism activities of both sides are scarce; Without diplomatic relations between the two countries, there can be no tourism activities. Similarly, for some political reasons, some countries will encourage or restrict the tourism needs of their residents. ?

The influence of culture on tourism demand is complicated. For introverted tourists, the smaller the cultural differences, the easier it is to stimulate their travel needs. For extroverted tourists, the greater the cultural differences, the easier it is to stimulate their travel needs; For tourists with mixed middle personality, there are both certain cultural differences and certain cultural identity, which is the easiest to stimulate their tourism needs. Therefore, determining the cultural distance of tourism supply and designing tourism types, tourism modes and tourism projects on this basis can stimulate people's tourism demand to the maximum extent.