阿勒泰地区国内旅游市场分析及其对旅游市场开发的启示

阿勒泰地区旅游业发展缓慢,旅游收入较低的原因之一是近年来一直未充分重视旅游市场细分,对于目标市场不能准确定位从而限制了其旅游业的发展。本文通过实地问卷调查,获取分析阿勒泰地区旅游市场的资料,通过对阿勒泰地区国内旅游市场的需求特征进行分析,定位出阿勒泰地区的目标市场。主要从二个方面进行分析:一是疆内外旅游需求的对比分析,二是对乌鲁木齐游客需求特征的分析。在理论上得出对阿勒泰地区的旅游市场开发有重要意义的结论,如新疆本地市场是阿勒泰地区的一级目标市场,乌鲁木齐是阿勒泰地区疆内市场开发的重点区域;阿勒泰地区以中青年市场为主,青少年市场发展潜力较大;应注重对疆外散客市场、家庭市场、旅行社等团体市场予以引导培育,疆内市场着力开发公费旅游;距离因素不构成阿勒泰地区疆外旅游市场的阻力。

Analysis On the Characteristics of National Tourism Market in Altay Region and Its Revelation to Tourism Market Development

In this article the market information was from the questionnaire.The author's analysis included two aspects: firstly,the market tourism requirement contrasting between Xinjiang and external provinces;Secondly,the market tourism requirement of Urumqi tourists.The main factors included tourism attractions,tourism resources bias,and emissive ness pattern,factors that influence emissive ness,latent trading requirement,etc.The main conclusion included seven aspects:(1) The first class target market was the inner market of Xinjiang,the second class target market include Changjiang delta region,Zhujiang delta region and around Bohai region.Urumqi market was the main area of the inner market in Xinjiang.(2) Youth and middle ages were the main market of Altay region and the youth market had width latent space in future.(3) Altay region should take an emphasis on leisure and vocation tourism markets.Group Tour was the important destination to the Urumqi tourists for leisure,vocation,cultural interflow,health and commercial travel.(4) The outer provinces' tourists bias included: comic flavor,cultural and art,grass flavor,etc.Local tourists especially the Urumqi tourists bias festival products.(5) Altay region should guide the family market,personal market,and travel agencies market of the outer province.In Xinjiang,the family market in Urumqi had extensive space.Also the travel agency could give width space in Altay Zonme market.(6) Distance was't the resistance to outer provinces' tourists;the attractiveness of Altay region enveloped the distance barrier.Tourism expense was the principal factor that influenced Urumqi tourists' emissive ness.(7) tourists were all interested in souvenir artifact and jewel.