基于客源市场分析的山西省旅游市场营销研究

摘要：山西省悠久的历史文化、秀美的自然风光、独特的风土人情等，这一切构成了我省发展旅游业的丰富资源，但我们必须认清现实，目前我省的旅游业在取得长足进步的同时，还处于粗放型增长阶段，旅游资源开发水平和利用率低，旅游市场促销能力与先进国家相比还有明显的差距。在这种情况下，科学的旅游市场营销成了我省旅游业发展过程中一个相当紧迫的问题。本文主要基于山西旅游客源市场的分析来对旅游市场结构与营销对策进行研究和讨论。通过对山西省旅游客源市场的结构、定位及预测的研究，使山西旅游营销适应不断变化的市场，达到吸引旅游者，增加旅游收入，发展旅游业的目的。研究结论:从成熟行业引入已经成熟的市场营销理念，用先进的整合营销方法来武装旅游产业，促使我省旅游业尽快走向成熟。
关键词：客源市场    山西省    旅游市场营销

Marketing Research on Tourist Market of Shanxi Province on the Basic of Tourist Source Market

Abstract: Shanxi Province’ s culture of long history, natural beauties and unique customs are rich resources of developing tourism. But we must realize the reality that the tourism of our province has made a great process by present, while being in the stage of extensive growth. Thus, the development level and the utilization rate of the tourist sources are low; and compared with the developed countries, the ability of product marketing are far behind. In that case, scientific marketing and sales of tourism is a pressing problem in the process of developing tourism. The paper mainly studies and probes into the structure and marketing methods of the tourist market on the basic of the analysis on the tourist sources of Shanxi Province. Through the study of the structure, location and predication of the tourist source of Shanxi Province, the marketing and sales change as the market changes so as to attract visitors, increase income and develop the local tourist industry. The author come a conclusion that the tourism should introduce mature marketing concepts from the matured industries and advanced marketing methods to promote its maturity as soon as possible.
Key words: Tourist Source Market, Shanxi Province, Marketing and Sales of Tourism

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