Tourism market development and cultivation

 The process of tourism development is to develop inbound tourism, the 20th century, domestic tourism since the mid-80s began to gradually rise, since the 90s, and gradually generate outbound tourism, especially in the latter half of 90, forming a situation of rapid development, which forms inbound tourism, domestic tourism, outbound tourism market of three, interconnected between the three markets complement each other and jointly promote. This is China's tourism industry faced new challenges, compared with the previous development of each period, is the largest different points. In general, in addition to outbound tourism market, there are a number of factors outside of policy, basically forming a buyer's market situation. Therefore, the fostering market demand, market potential to increase market promotion efforts to be increased China's tourism's competitiveness.
Section inbound tourism market development
one
the overall analysis of inbound tourism in the 80's and 90's half of the constant fluctuations in China's inbound tourism, changes in the 90 half of the decade, although there are local tourism market fluctuations, but no fundamental structural changes, showing a steady growth. In recent years, continue to develop along this path, showing structural stability, the total three aspects of the expansion and deepening of the overall trend of digging.
1, three series
inbound tourism market structure in the relatively stable situation, the formation of the market's three series:
(1) Island in the market . primarily Japan, South Korea, Southeast Asian countries such as the primary market; Mongolia, the Central Asian countries (Kazakhstan, Kyrgyzstan, Tajikistan, Uzbekistan), South Asian countries (Pakistan, India, Nepal, and Myanmar, Laos , Vietnam, and North Korea to border tourism as the main characteristics of the secondary market; the Middle East in the Arab region and other remote tertiary markets. At present continents tourist market within the market is the fastest growing market, China accounted for Chau market entry source 64% of the number of foreign tourists, which reached 2.93 million people in Japan, Southeast Asia, the amount of visitors, over 150 million scale. Chau market promotion, investment is relatively small, the return of better efficiency, higher rate of visitors to revisit, after entering the flow widely distributed less affected by international incidents, in the long run will be a major source of relatively stable market.
(2) continental market. mainly Western Europe (Germany, Britain, France), North America (United States, Canada), Oceania (Australia, New Zealand), Russia and other primary market; Nordic (Sweden, Norway, Denmark, Finland), Central Europe (Switzerland, Austria and Italy, Spain, the Netherlands, Belgium) and other secondary market; According to China more far, the international transport facilities of South Africa, South America and other three markets. in which the primary market has always been the focus of international tourism source markets; secondary market, despite the relatively small number of tourists, but the development of faster, bullish trend; each of three brigades each country market, the number of the general lack of Chinese people. On the whole, visitors spend an average of more than intercontinental market, stay longer, travel China has great potential entry of foreign tourists to China accounted for 35% of the number of above.
(3) Taiwan, Hong Kong, Macao and specific markets. Hong Kong, Macao and Taiwan is China's inbound tourism in a particular market, look at this market from the arrivals accounted for about 85% of total arrivals, foreign exchange earnings from tourism in China see this market accounted for about 40% of the total, higher than the market source in the past, revisit rate, relatively short residence time.
the future, China's inbound tourism market in the overall pattern does not occur on the major changes The general trend is that the market will have a greater continent of growth, stability in the continental market will maintain a moderate growth; Hong Kong and Macao after the handover of the market because of factors will continue to maintain its vigor and vitality, are likely to form a larger growth; Taiwan specific market development depends on cross-strait economic and political relations have changed, but if not violent conflict will remain a relatively large increase.
2, three market
in the inbound tourism market of the three series, Chau the market and continental market has formed a three-tier market, respectively. where a market is the key markets, including Japan, Korea, Southeast Asia, Western Europe, North America, Oceania, and Russia.
Table 6m1: 1998 �� m2002 major customers in the source of the entry number and proportion of total expenditure situation
Unit: million / million
number
country
1998 1999 2000 2001 2002
immigration

total expenditure Total expenditure

arrivals arrivals arrivals


total expenditure Total expenditure on total expenditure
arrivals

1
Japan
157.21
94840
185.52
117084
220.15
132304
238.57
170743
292.56
207100
2
Korean < br> 63.28
49374
99.20
65026
134.47
89304
167.88
116069
212.43
128575
3
Russia
69.20
32064
83.30
38149
108.02
38888
119.62
78378
127.16
50312
4
U.S.
67.73 < br> 54994
73.64
70420
89.62
94707
94.92
105112
112.12
130503
5
Philippines
25.65
20227
29.83
23726
36.39
14237
40.80
17501
50.86
47433
6
Malaysia
30.01
16719 < br> 37.29
22514
44.10
31667
46.86
42538
59.25
47431
7
Singapore
31.64
23803
35.25
25285
39.94
35652
41.50
39783
49.72
39429
8
Mongolia
36.48
9385
35.45 < br> 9621
39.91
10854
38.71
13174
45.31
14033
9
Thailand
14.43
8741
20.64
11403
24.11
16301
29.84
21559
38.63
26825
10
British
2429
18044
25.89
23933 < br> 28.39
21444
30.25
27979
34.30
31136
11
Australia
18.64
10872
20.35
21046
23.41
22307
25.51
30385
29.13
24915
12
Canada
19.60
17235
21.37
26093
23.66 < br> 25237
25.39
32058
29.13
28699
13
Indonesia
10.46
7314
18.29
13615
22.06
21465
22.42
16941
27.47
22711
14
Germany
19.19
15801
21.76
25704
23.91
27235 < br> 25.34
25587
28.18
29618
15
France
13.80
11715
15.56
17050
18.50
19660
19.95
12988
22.21
20602
15 countries
Subtotal
601.61
391128
723.34
510670
876.62
601261
967.55
750797
1158.46
849321
total of all the source countries
710.78
459876
843.23
586612
1016.04
705487
1122.64 < br> 851939
1343.95
947004
15 countries the proportion of
84.64%
85.05%
85.78%
87.05%
86.28%
85.23% < br> 86.19%
88.13%
86.20%
89.69%
Source: National Tourism Administration over the years, States, 86.20 percent of the total number of people, 89.69% of the total cost. seize the stability of this market, grasped the overall situation.
secondary market is a developing market, including Central Asian States, South Asian countries, and with my border bordering neighboring countries and the Nordic, Central and Western European countries.
tertiary markets because of geographical distance and transportation, economic and trade relations and other aspects of the potential market is still limited, but possibly through the efforts of all aspects of the emerging markets in the future transformation.
further from the number of layers, China to foreigners has become more than two million people in 200 markets, Japan and South Korea; two more than 100 million people market, Russia and the United States; four of 50 million people market, Malaysia, the Philippines, Singapore and Mongolia; six of 30 million people in the market, Thailand, UK, Canada, Australia, Germany, Indonesia; two 20 million people markets, France and India; four 10-million people market, Vietnam, the Netherlands, Italy, Pakistan; six 5 million people in the market, Korea, Kazakhstan, Sweden, New Zealand, Spain and Myanmar; and ten 30000 or more of the market.
from the development of the dynamic point of view, large market base still maintained a high growth rate, among other markets are also growing rapidly. This requires that we have targeted the development of markets, The focus of the market to hold firmly to ensure the basis for the development of inbound tourism. for the development of the market to increase marketing efforts, and promote its continued development. For the potential market to work with relevant departments, easing or elimination of the constraints, their progressive conversion to emerging markets.
3, three levels of Chinese inbound tourists never
career and motivation to analyze the inbound tourism market can be divided into three levels, each with three levels prominent features. First, business travel and conference tourism market. revisit this market is high, high level of consumption, with China's rapid economic development and further expand opening up, especially the accession to the World Trade Organization, the market will expected a larger growth. Second, the main purpose of tourism and vacation general tourism market, this market is still using the traditional approach to traditional tourism, but in the development process, will continue to have new needs and new way generation, the market is currently the main target of overseas publicity and promotion. Third, the remote state of young students in Europe and America and the surrounding area, surrounded by retired people as the representative of the national tourism market, which has a long residence time, but the level of consumption low. Among them, the young students will become the future mainstay of the market entry of Chinese tourism. Overall, the share of this market though not big, but often form a considerable impact on the market, their reputation for attracting large flows of immigrants Tourists will play an important role, on the other will also have the function of the off-season to make up the market, such as the World Youth Hostel Organization in the year received 35 million tourists to the summer, the Spanish Costa del Sol has become the Western European retirees living in the winter paradise.
Second, the key source markets, specific analysis
1, the Japanese market
Japan has been China's largest source market. Over the years, the financial bubble and the collapse of the real estate bubble, the Japanese economy is always in depressed state, but did not stop the growth of the manufacturing sector, remain internationally competitive, the overall economic future will be possible to maintain a certain momentum, so the tourism market in China will show a more robust growth. On the other hand Japanese traveling abroad has been formed habits have not changed, due to reduced income, the change in the flow, more people want to travel to neighboring countries, which provides us with new market space. through successive promotions to in the market form a new selling point for greater development.
development of the general concept of the Japanese market: (1) Select the key marketing areas: First, gradually covering the Kanto, Kansai, the relative concentration of the source output areas; Second, highlight the new navigation in and around the city, the city direct flights to Japan to seize the opportunity to enter the market, adding new routes to keep the city route, the rapid expansion of market coverage. (2) The key objectives of layers: a is to continue to focus on middle-aged consumers; Second, the growing focus on business customers; three are unmarried young women focus on developing new source layer; Fourth, continue to promote field trips. (3) targeted a promotion: First, China continued to invite Japanese media interviews, invited China TSP training, organization of local promotional tour to Japan to participate in exhibitions and effective way; second focus for the class of Japanese society, the role of attention to the characteristics of high-level, strengthen high-level visit to launch media campaigns; third choice for the growing awareness of Japanese consumers, for the public to carry out direct marketing.
2, the Southeast Asian market
the impact of the Asian financial crisis, Southeast Asia tourist market has resulted in more large fluctuations. but in recent years have been well restored and once again maintained a very high growth momentum in 2002, Singapore, Malaysia, Philippines, Thailand, Indonesia, the total number of five countries to China reached 2.16 million passengers, an increase of 25 %. the market due to geographical proximity, know more of China, China travel product sales cycle is short, is a quick, high revisit rate of the market. plus many routes, destinations and more tourists after the distribution of entry was fairly wide, the flow of change is faster, it is still possible to maintain relatively high growth rates.
the general concept of developing the Southeast Asian market: First, continue efforts to expand the Chinese communities in Southeast Asia market, but to continue to expand market share in the region to be on this basis, into non-Chinese market; Second, products and sales channels in the two aspects of product design the right path, traveling salesman invited to make familiar with the local travel; third is to choose to do some non-Chinese media in China Travel ads with a short period of time for access and the development of this market.
3, Korea experienced a financial crisis hit
after the Korean economy, through rapid recovery into the normal growth period. the new century, the economy began another round of increase in 2002 year, the number of South Korea in China reached 2.124 million passengers, an increase of 26.5%, compared to 1999 doubled. As many Korean trade, in particular investment projects in China, South Korea more investment in large, geographically closer, so there is still possible to maintain the momentum of continued growth.
Korean market, the overall development of ideas: the Korean market's stability and development is directly related to the number of foreigners can enter the market to a new level is to ensure that China's inbound tourism market development, the key to achieving the overall goal. Therefore it is necessary to especially intensify our efforts to seize more routes between China and the ROK, the increase in port factors, a comprehensive development of the Korean market; the second is to maintain growth has been the basis of source ongoing research on the development of new source layers, such as middle-aged tourists, young people for further studies, wedding travel, etc.; three direct links with the South Korean cities and surrounding areas to develop the right path to design depth of tourism products, from the increase and make more efforts to enrich product variety.
4, the U.S. market
U.S. is the world economic engine, a few years ago had maintained a more than 120 months of sustained economic growth, driven by economic development, the U.S. outbound tourism also substantial growth in 2002 year, visitor arrivals reached 1,121,000 passengers, an increase of 18.1%. With China's accession to the World Trade Organization, China-US business relations between the two countries and tourism exchanges is bound to have a greater growth.
the overall development of ideas the U.S. market: in the current situation better, to build on the progress on the U.S. market, the implementation of overlay promotions. First, the U.S. operation to change the structure of Chinese tourists traveling salesman, deep-seated expand sales channels. to fundamentally change the U.S., a travel wholesaler has not yet fully involved in the China market status, establish contacts in various forms to conduct business. while planning training programs for Chinese travel agents. destination agent training program is relatively new in the world today promotional and marketing tool, through the organization of correspondence, tourism, destination familiar with various ways to train travel wholesalers and retailers in order to achieve the purpose of expanding sales channels. Second, major events as the starting point to strengthen the U.S. public consumption layer propaganda, the United States to seize the source travel abroad mainly in the east and west coasts of the characteristics among the various city, held a variety of ways China Tourism Festival activities to enhance public awareness of the United States, such activities usually create a great thrust. Third through trade channels, to seize the commercial opportunities between the growing efforts to develop tourist and corporate business travel incentive tourists. We should actively explore, to open the door to large U.S. multinational corporations, with the trade channels and many other channels, the formation of business + travel, further driving more business travelers to make travel guests.
5, the European market
good market prospects in Europe in 2002, 343,000 British visitors travel to China, an increase of 13.4%; German Tourists 282,000 passengers, an increase of 11.2%; French Tourists 222,000 passengers, an increase of 11.3%. In other countries, the Netherlands 10 million, Italy 92 000 passengers, 6.3 million people in Sweden , Spain 44 000 passengers, 3.6 million people, Portugal, Belgium, 36,000 passengers, 3.5 million people, Austria, Switzerland, 3.2 million second-rate. either from the population, travel rate, or number of tourists from the market in China the proportion of total number of local trips on are relatively high.
further development of the general concept of the European tourist market: First, knowledge of the European market, keep up the EU integration process, the overall circulation of the euro, at present, within the EU and the Schengen Agreement within countries, the country's administrative boundaries more and more indifferent, cross-sector enterprises, including tourism wholesalers will be more and more, we have to adapt to this situation, and gradually the concept of a European major markets, and thus take into account the overall promotion of the European market layout. The second is to Germany as a key target market for a big breakthrough. Germany is the world's largest country trips, the annual number of 80 million overseas visitors in more than 500 billion dollars to spend abroad, however, German tourists in China not to 30 million. now, mainly because the products we offer is difficult to adapt to their needs, so step up development, promotion, plus a holiday for the German tourism market tourism products is a priority. Third, expand as soon as possible promotion in the European market coverage These years, we promote the European market mainly in metropolitan, with the development of the European tourist market, should consider broadening the coverage of the market, select a number of overseas tourists concentrated, convenient city tour of China as a secondary target market as soon as possible promotional work to do in-depth, so solid. Fourth, as the EU enlargement, new market is being generated and expanded, timely follow-up, do a good job.
6, the Russian market in the past 10 years
in the Russian market to rise rapidly, from the number of point of view, to become one of China's major source markets. but in the meantime, the Russian market also presents the ups and downs of the situation to 1999, the market began to recover, then 83 in China Number of Visitors million, an increase of 20.38%. With Russia's political stability and economic recovery, this market has grown rapidly, to reach 1.27 million passengers in 2002, and there is still much room for development.
the overall development of the Russian market ideas : Chinese and Russian economies are highly complementary, so the main source countries in China, Russia is also a more specific market which emerged in the form of the border travel out of the border trade, the gradual extension of border tourism in recent years, new changes occurred in the market. Therefore, this particular market should have special measures. One is border tourism and border trade, based on extensive market development; second is part of the formation of rich middle class market, and the depth of market development, the formation of shopping + tour + vacation market model; third is to strengthen air charter, cargo charter operations in particular, to provide more convenient conditions for the further extension and expansion of the market.
7, Australia Market
the Australian market after several years of double-digit growth after the slowdown began in 1999, the annual number of 20.4 million people in China, an increase of 9.17%. But over the past two years, and showed good momentum of development in China in 2002 tourists reached 29 million, an increase of 14.2%. from Australia and the Australian economy in all aspects of the relationship together, this market is growing conditions.
the Australian market overall development of ideas: The first is Australian market is the key to the development of aviation, to continue joint marketing approach, select the appropriate foreign airlines and tourism promotion agencies, using its existing distribution channels to increase Chinese tourism products in the Australian market coverage. The second is to seize Sydney's annual holiday travel fair, the organization of domestic enterprises to participate in tourism fairs, from the form and content of the exhibition, the requirements become novelty.
8, Hong Kong and Macao compatriots in Hong Kong and Macau markets
arrivals accounted for immigrants 82.5% of the total. reunification, the Hong Kong market has always maintained a double-digit growth. from the Macau airport put into use, and has reached more than 20 cities in mainland navigation, Macao's smooth return to the further development of this market provides a more favorable environment. from the development trend, Hong Kong and Macau markets still maintain relatively good growth.
the overall Hong Kong market development ideas: First, the mainland market for Hong Kong to source structure, diversification, diversification motive characteristics, promote the growth. The second is to seize the present Guangdong, Hong Kong and Macao within the triangular traffic growth and to the Mainland tourist resort, the formation of a group of tourists needs to adapt to the Hong Kong tourism base. The third is to improve product packaging, increase market promotions to attract repeat customers. Fourth, have opened direct routes to the port city, to take full advantage of the market access of the strong advantages, the combination of short-term holiday suitable for consumers in Hong Kong over the weekend tourism products and the mid-term holiday products.
Macau's overall development of ideas: First, we must make full use of Macao and the Mainland and technical exchanges between the favorable conditions more often, study and formulate the appropriate product. The second is more convenient to travel with the favorable opportunity, and promote cross-border consumption and shopping day tours and other special products. Third, the Mainland and Macao strengthen tourism exchange and cooperation in all directions to form complementary advantages.
9, the Taiwan market
the Taiwan market since 1987, after ten years of vigorous development, and now has formed a considerable scale of .2002 in the number of Taiwan compatriots to the mainland up to 366 million, an increase of 6.4%, although the political changes in the market, many factors, but the objective point of view, there is no fundamental influence on the formation of the year 1999 Lee Teng-hui dished out two-state theory, be a greater impact of cross-strait relations, but the market still maintained a growth rate of 18.86%. The next stage of cross-strait relations as long as the violent military conflict is still possible to maintain high growth. In particular, is that the past few years, the rise of the Taiwan , the political unity of ripe, diversification of tourism, the main characteristics of the individual, but the market on the island of Taiwan is the most active young family. Therefore it is necessary to the business travelers for many trips, special tourism development. Second, greater efforts to attract more young people to further explore the market potential. Third, the development of marketable products from the start, for young visitors to develop a short number of days to tour, for visitors and then to develop green travel. Fourth, the special political sides relations, the Taiwan market development should give full play to the role of industry associations, on the other hand, to form a local development as the main way to promote the development of this market.
Overall, the various key source markets will be more than continue to maintain steady growth, part of the tourism market will create a good growth. in the process of market development, the market is constantly developed, which will greatly facilitate the development of China's tourism industry.
Also, separately overseas Chinese market. currently has 60 million overseas Chinese, have total assets of 2 trillion U.S. dollars, a considerable part has entered the ranks of the middle class. Meanwhile, in addition to Hong Kong, Macao regions, the majority of overseas Chinese, mostly by adding the local nationality, so the majority of overseas Chinese immigrants are local residents or as citizens of the country's entry. The number of years of Chinese immigration diminish year by year, the main reason is the diminishing number of overseas Chinese. this situation, mainly in the 80s embodied in the Southeast Asian market, also extends to Europe and 90 long-range market. Overseas Chinese patriotism weight, economic and trade exchanges and more high revisit frequency, these features especially the new immigrants since the reform and opening up even more prominent. the situation and characteristics of tourism in China industry in the development of the unique advantages of the new century, we avoid all risks to maintain the basic stability and sustained growth of the important factors, but also easy to make us an illusion that the overseas Chinese, especially the long-range market, frequent exchanges when the Chinese substantial growth in the market for long-range, and ignore or diminish the focus on the key source markets development. In view of this situation, on the one hand to adapt to overseas studies and launched a series of measures the Chinese market, on the other hand we must focus on Canada large Chinese market for non-substantive development.
Third, the development of inbound tourism market, the main idea
many years, the development of inbound tourism, the whole industry has taken a series of effective measures, and has accumulated a wealth of experience. from the current point of view, the main problems: First, too little investment promotion and advertisement; Second, the existing promotion and advertisement in a manner difficult to form a joint force. comprehensive experience in all aspects, drawing on international practice, in accordance with the number of work plans have been identified , the development of inbound tourism market, the main idea is:
1, organizational diversification in the tourism image
publicity is a comprehensive display of China's overall image, with all forces should take a variety of ways.
( 1) The summit led type. with our party and state leaders and foreign leaders visited the timing of the timing of our visit, the media and citizens of the country is interested in China, when a timely manner so the image of China's tourism promotion organization will produce a sensational effect .
(2) sector to work together type. for the support of the financial sector, and economic and trade cooperation department and other departments to participate in a variety of goods in the overseas marketing activities and a variety of different industries to participate in overseas fairs, exhibitions, etc. so, the tourism promotion of the content and the various departments and various sectors of activities linked organically to form a pattern of promotion and advertisement sector to work together.
(3) O linkage type. and I embassies and consulates, and various industries of overseas institutions and overseas Chinese-funded worldwide enterprises, the formation of the tourism promotion overseas linkage mechanism.
(4) government-industry-bound. Tourism Administration and the combination of tourism enterprises. which tourism administration major focused on image advertising, the national tourism image and the image of local tourism promotion, tourism enterprises are mainly focused on the promotion of tourism products.
(5) regional joint type. parts complement each other, joint publicity, to adapt to the market at close range and revisit the market higher.
(6) star-pull. At present, the major source markets to invite the local art or sports stars as an exotic tourist ambassadors to focus on the face of the promotion of the tourism image of citizens has become innovative approaches in some countries.
(7) Theme concentrated. for special market layer, forming the subject of special focus in their marketing rather than the pursuit of everything, this is also the deepening of market segmentation countries development practices. < br> (8) lead-based airline. According to Chinese and foreign airlines to open new routes and new destinations, new markets quickly focused on the promotion and advertisement, in pursuit of immediate effect.
2, promote the diversification of
From the promotions of view, the formation of the two systems now. One is inviting, has formed the invitation to visit travel journalists, invited to experience traveling salesman tours and the travel agent training programs. The other is get out in the publicity and promotion, this category also includes three main areas:
(1) the traditional way. the work of traditional source markets mainly for the Traveling Salesman and their agents. which one is the Office for Tourism way to frequent contact, easy, fast, full-service, market development; second way to participate in tourism fairs, to a large area in the short term exposure to TSP, to attract their attention, as much as possible the intention of the deal; Third, organize tours promotion, by holding seminars, etc. to capture the depth of focus of market development.
(2) expansion method. This approach is the main source markets through various media, publicity and promotion for the public through outdoor advertising, television ads, radio ads, newspaper ads and press conferences and other means of media focus on the formation of consensus in order to attract public attention.
(3) innovative ways. through the promotion of innovative ways to fully source markets caused by the attention. One caravan-style promotions, tour promotions this is innovation, through the streets, striking; the second is community-based promotions, in the community center, department store or systematic large-scale theme park promotion, a series of promotional, to expand its influence; third integrated marketing, that is the way in addition to general marketing brochures and promotional materials distribution, the same increase in song and dance performances, arts and crafts shows and other activities, participation, cultural meaning, to stir the public's interest and enthusiasm for travel to China; Fourth, the network, that is the full summary of tourist information through the Internet, the implementation of dynamic promotions, conduct e-commerce, so the world can be immediate and real-time tourists access to tourist information, a never ending travel fairs and tourism exhibition.
3, the annual promotional theme of
Since 1992, the National Tourism Administration in international and domestic tourism market has been launched in the theme activities for 11 consecutive , 2 of which is tourism, tour 9 is a special theme activities, has been a better evaluation of the international tourism industry that this is the gradual maturity of the tourism industry and international standards of performance. in the future to continue to uphold and carry forward this approach, advance the development of the market, ahead of in-depth research, early identification of themes, early operation to run, in order to achieve better market performance.
(1) gradually deepened. In the past 11 years, the organization running theme, you can see a clearer context, one theme gradually from general to specific, landscapes tours, heritage tours, custom tour the whole nation is the subject of a resource, and progress to the vacation and leisure travel, Chinese urban and rural travel, eco- Divine century environmental tours and travel, it has been deepened to a specialized topic. Second, the government and enterprises from the operation of the government to combine resources, the main theme of the operation by the tourism administration departments at all levels, to the special ...