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Analysis of Tonglu Tourism Market Based on SPSS|.

Abstract: Tonglu is rich in tourism resources and the tourism industry is developing rapidly. In order to better meet the market demand and increase the development of tourism, it is necessary to have a clear understanding of the tourism market. Based on the questionnaire survey and interviews with 3 000 tourists in Tonglu's main scenic spots, this paper analyzes the present situation and characteristics of Tonglu's tourism market by using spss software, and puts forward some corresponding countermeasures for speeding up the development of Tonglu's tourism.

Keywords: Tonglu; Tourism market; development strategy

I. Current situation of Tonglu tourism market

Tonglu has excellent geographical conditions and rich tourism resources, attracting many tourists every year. At present, Tonglu's tourism market is mainly concentrated in the Yangtze River Delta region, and the convenience of transportation has brought more tourists to Tonglu's tourism market. In 2007, the county * * * received 4 1565438+ million tourists, an increase of 9.2% over the previous year; In 2008, the county received 4.495 million tourists, an increase of 8.3% over the previous year. In 2009, * * * received 4,770,900 tourists, an increase of 6. 1% over the previous year. The data shows that the number of tourists in Tonglu has increased year by year, but the growth rate has decreased year by year. Under such a development situation, it is of practical significance to summarize the characteristics of Tonglu's existing tourism market and put forward the future development direction of Tonglu's tourism industry on this basis.

Second, the characteristics of Tonglu tourism market

The questionnaire was distributed in the main scenic spots in Tonglu, and 3000 copies were distributed. A total of 2,995 questionnaires were collected, and 2,989 questionnaires were valid, excluding those with serious missing questions and unreasonable structure. Then use spss software to analyze the data and summarize the characteristics of Tonglu tourism market.

1. The Yangtze River Delta is the main source market for tourists, and the proportion of tourists from Jiangsu has increased. The survey shows that tourists from Zhejiang account for the largest proportion, accounting for 48.9%; Followed by tourists from Jiangsu, with 24.1%; Third, tourists from Shanghai, accounting for 18.2%. Only 8.8% tourists come from other provinces except Shanghai, Zhejiang and Jiangsu. Tourists from the province who come to Tonglu still account for the majority. Experts found that most residents like recreational activities around the city when studying the recreational preferences of local residents in Hangzhou [1]. The transportation from Hangzhou to Tonglu is convenient, forming a huge tourism market. The number of tourists in Jiangsu has increased, on the one hand, because tourists there are interested in landscapes; On the other hand, due to the prevalence of long-distance travel, the number of tourists visiting neighboring provinces and cities has gradually increased.

2. Short stay, low average consumption, mostly traveling by the way. At present, most tourists come to Tonglu as a passing market and stay in Tonglu for a short time. Most people choose to stay in Tonglu for less than two days, reaching 54. 1%, followed by tourists who choose to stay for three to four days, accounting for 27.9%, and tourists who choose to stay for seven days or more account for 6.9%. At present, Tonglu tourist market is roughly divided into three parts: (1) Tonglu is regarded as a passing tourist when visiting Hangzhou and Qiandao Lake; (2) tourists from neighboring provinces and cities such as Jiangsu and Shanghai who come to Tonglu; (3) local entertainment market. At present, the first part of Tonglu's tourist market accounts for a relatively large proportion, and the reasons for the formation of Tonglu's intersection market are as follows: (1) The scenic spots around Tonglu, such as West Lake, have a large number of tourists. Tonglu is located between Hangzhou and Qiandao Lake, and there are many scenic spots in the county. Some tourists will choose Tonglu on their way to visit the West Lake and Qiandao Lake. (2) Reduce travel costs. Accommodation provided by scenic spots such as Hangzhou and Qiandao Lake is relatively expensive, so tourists will choose suitable surrounding areas instead of them considering the cost. (3) In order to improve the competitiveness of tourism products, travel agencies choose to increase Tonglu scenic spots. Judging from the development of Tonglu's tourism industry, Tonglu's tourism market is still dominated by passing-by markets.

3. The proportion of organization trips is high, and cooperative projects are favored. In the survey, 29% people chose company organization, 19% people chose to travel with travel agencies, 29% people chose individuals or relatives and friends, and 14% people chose to go to road trip. Comparing the data of surrounding scenic spots, it is found that the number of people who choose the organizational form of units in Tonglu tourism market is higher than that in other scenic spots. Tonglu tourists are mostly from Zhejiang, among which Hangzhou tourists account for the vast majority. There are many enterprises in Hangzhou, which often organize outings to promote exchanges and cooperation among employees. The transportation from Hangzhou to Tonglu is convenient, and the one-day tour is compact and reasonable, which is suitable for the company to organize employee activities. At the same time, in the survey of tourists' preference, it is found that the tourists who want to carry out outdoor sports in Tonglu are the most, accounting for 2 1.68% of the sample, followed by performing arts and performances, accounting for 18.85% of the total, and choosing holiday projects accounting for 16.64% of the total. Combined with the characteristics of the local tourism market organization model, it is found that outdoor sports and other projects with more exchanges and cooperation will be tourists' preference points, so some cooperative tourism projects are favored activities in this part of the tourist market.

Third, Tonglu tourism development countermeasures

(A) to expand the radius of the tourism market and enhance the tourist attraction.

At present, Tonglu's tourist sources are concentrated in the Yangtze River Delta, and the radiation radius of the whole country is relatively short. Even in the Yangtze River Delta, there is a great market space. According to different regional market segments and their characteristics, different development strategies should be adopted.

1. Enhance the tourist attraction of Tonglu and expand the scope of tourists in the Yangtze River Delta. The Yangtze River Delta is Tonglu's main tourist market, but the tourist destinations are relatively concentrated. For example, Jiangsu tourists mainly come from Nanjing, Suzhou and Yangzhou; Zhejiang tourists mainly come from Hangzhou, Ningbo, Wenzhou and other regions. Generally speaking, Tonglu's tourist attraction in the Yangtze River Delta is not very strong, and there are not many tourists in Changzhou, Zhenjiang, Zhoushan and Taizhou. In view of this part of the tourist market, we should increase publicity, pay attention to the word-of-mouth effect of tourists, and improve the competitiveness of tourism products in the Yangtze River Delta region.

2. Rely on Fujian, Anhui and Jiangxi to expand Beijing-Tianjin-Hebei. Tonglu, as a geographical secondary market, has a small number of tourists from neighboring provinces and cities such as Anhui and Jiangxi, accounting for only 3.45% of the total. According to the law of tourism flow, the direction of tourism flow is mainly short-distance tourism, from near to far. In recent years, the development trend of tourism shows that more and more tourists begin to flow to distant scenic spots. Tonglu is rich in tourism resources and attractive to neighboring provinces and cities. With the strengthening of tourism cooperation in Tonglu region and the increase of tourism radiation radius, the number of tourists in these provinces is bound to increase and form a certain influence. Beijing-Tianjin-Hebei is close to Anhui and Jiangxi, easy to obtain local tourism information, and its economic level is higher than that of neighboring provinces and cities, so it has the objective conditions for long-distance tourism. The development of Tonglu tourism should focus on expanding the radius of the tourism market in order to obtain diversified tourists.

3. Relying on Fuchun Mountain Residence to expand the market in Taiwan Province Province, Japan and South Korea. There are a large number of Japanese and Korean tourists visiting China. Since 1985, Japan has been the largest tourist source country in China. At the same time, since the establishment of diplomatic relations between China and South Korea in 1992, the number of Korean tourists to China has also increased from the initial100000 to 2.85 million in 2004, an increase of 18 times in just/3 years [2]. In 2005, South Korea replaced Japan as the largest tourist source country in China. South Korea and Japan have great potential in tourism market, which is an opportunity market for Tonglu tourism market. Relying on Fuchun Shan Jutu to open the international market will bring another opportunity for Tonglu's tourism development.

(2) enrich the forms of tourism and extend the stay time.

An obvious feature of Tonglu tourism market is that tourists stay for a short time and travel expenses are low. In order to make it stay in Tonglu longer, it is necessary to enrich tourism forms and provide various tourism activities. Combined with Tonglu tourism resources and tourism development status, three directions are put forward.

1. Expand the landscape recreation market. A landscape city is an ideal city with the spiritual connotation of landscape culture and high ecological environment with China characteristics. Beautiful natural landscape and rich historical and cultural accumulation make landscape cities have the resource base for recreation development [3]. Tonglu is rich in tourism resources and has a certain concentration in geographical distribution: mainly concentrated in Fuchunjiang, Tonglu Town, Fuchunjiang Town, Yaolin Town and other towns along Tianmuxi. Each has its own characteristics, which is conducive to the optimal allocation of resources and the formation of a unified tourism development system [4]. Judging from the composition of tourism resources in Tonglu, there are many landscapes and a rich foundation of recreational development resources. Expanding the landscape recreation market, strengthening the cooperation of scenic spots and forming a certain scale of recreation market will prolong the stay time of tourists and increase the per capita consumption, thus accelerating the development of Tonglu tourism.

2. Be a good rural holiday market. With the intensification of industrialization and urbanization, the boring living environment makes urban residents need to get rid of the model life and seek rural scenery. The increase of disposable income of urban households in China and the implementation of the new national holiday system have also ensured this demand economically and in time [5]. The rural holiday market is huge and the competition is fierce. The development of rural holiday products should pay attention to the linkage between urban and rural areas. If you want to attract tourists to Tonglu for sightseeing, you must have unique rural products.

3. Be a professional business and leisure market. It is predicted that in 2020, China will surpass the United States and become the largest business travel destination in the world, and China is becoming one of the important markets for global business travel consumption. There are many gold business cards in Tonglu, and tourists who come to Tonglu for business activities account for a large part every year. In the business and leisure market, Tonglu should attach importance to the conference tourism market. The off-season of conference tourists is not obvious, and there is huge room for development. At present, there are not many scenic spots in Tonglu that receive business meetings and tourism markets. In order to occupy a larger market share, we must attach importance to the professional services of business meetings, widen the gap with other competitors, and thus gain more market customers.

(3) Optimize the structure of tourism industry elements and strengthen infrastructure construction.

Tourism mainly has three pillar industries: one is travel agencies, the other is hotels, and the third is transportation, which mainly meets the needs of tourists in food, accommodation, transportation, travel, entertainment and shopping. , so as to provide convenient services for travelers to obtain income [7]. When tourists travel to a certain city, they should not only contact various departments of the tourism industry, visit tourist attractions and participate in tourism activities, but also see all aspects of the city [8]. The questionnaire shows that tourists are not satisfied with the catering service in Tonglu. Among 2 989 valid samples, 1 250 people chose to improve catering services, accounting for 20.07% of the total number. The catering service in Tonglu needs to be improved to adapt to the development of tourism. From the traffic point of view, the road conditions and traffic conditions in the new and old areas of Tonglu County are obviously different. The level of road facilities in the old area is relatively low, but a large number of cars and people are concentrated, and the traffic is slightly crowded. The roads in the new area are wide and tidy, but there are few vehicles and the road resources are not fully utilized. Moreover, it is understood that in recent years, the number of motor vehicles in Tonglu County has increased year by year, and the number of cars has increased, but the number of berths has not increased accordingly, and the phenomenon of occupying roads and parking is common. In Tonglu tourism market, go on road trip market occupies a large proportion. Therefore, the construction of traffic roads and some highway supporting facilities should keep up with the needs of tourism development.

Four. conclusion

At present, the obvious phenomenon of Tonglu tourism development is that it exists as a passing market. In the long run, if a region wants to develop tourism, it must become a destination market. A strategic guiding ideology of Tonglu tourism is to change from transit market to destination market. Therefore, we should first make clear the target layer of Tonglu tourism market and carry out targeted publicity. On this basis, we should enrich the forms of tourism industry, innovate and develop, and improve its attractiveness, so as to realize the transformation of market positioning as soon as possible.

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