武夷山市入境旅游客源市场结构分析——基于偏移—份额分析法

偏移—份额分析法是研究区域经济结构极其重要的一种方法1]。武夷山市风景名胜区是世界级的旅游胜地，其入境旅游客源市场结构变化是武夷山市旅游业发展战略制定的主要影响因素之一。通过运用偏移—份额分析法对武夷山市2004年至2010年12个入境旅游客源市场的旅游人数进行计算与研究分析，结果发现近程市场的港澳台地区、新加坡、马来西亚和日本所占份额比较大；远程市场的美国、加拿大、英国、法国、德国、澳大利亚等这些市场虽然所占份额非常小，但有增长趋势。总体上，武夷山市入境旅游客源市场的竞争能力都较弱，据此建议从加强整体竞争力、提升市场营销能力和市场份额等方面进行改进，以期待对武夷山市入境旅游起到积极的理论指导意义。

Tourists Structure of Inbound Tourism Market in Wuyishan City: A Study Based on Shift Share Analysis

Shift share analysis is an important method which studies regional economic structure. Wuyi Mountain scenic area is a world class tourist destination, whose market structure changes of inbound tourist is one of influencing factors for Wuyishan City to establish tourism strategic planning. This paper makes use of shift share analysis to research 12 records in incoming passenger number from the year of 2004 to 2010.It is found that the proximity market share is bigger, such as Hong Kong, Macao and Taiwan regions of China, Singapore, Malaysia, and Japan, while the remote path market share is comparatively smaller but displays an increasing trend. On the whole, the inbound tourist market of Wuyishan City is less competitive. To boost the development of tourism in Wuyishan City, the article offers some proposal to improve tourism products and tourism service quality and strengthen overall competitiveness, so as to enhance its marketing ability and market share.