节庆营销对景区年内客流量的边际弹性及调节限度--以内蒙古阿拉善盟5个4A级景区为例

节庆营销是影响旅游活动年内变化的重要因素。优化节庆活动,拉长旅游活动“旺季”,是推动旅游业平稳发展的重要问题。以内蒙古阿拉善盟5个4A级景区为例,采用带虚拟变量的回归模型分析了节庆营销对景区客流量年内变化的边际弹性。结果发现:5个景区4年节庆活动边际弹性≥3.0,气候舒适度边际弹性≥1.0。为缓解旅游活动的年内集中性,需要把节庆活动调整至4—9月,平滑客流量的年内分布。

Marginal Flexibility and Adjustment Limit of Festival Marketing to Tourist Flow in Scenic Spots--Taking Five 4A Scenic Spots in Alxa League of Inner Mongolia as an Example

Festival marketing was an important factor affecting the change of tourism activities during the year.How to optimize festival ac tivities and prolong“high season”of tourism activities was an important issue to promote steady development of tourism.Taking five 4A scenic spots in Alxa League of Inner Mongolia as an example,this paper analyzed the marginal elasticity of festival marketing to the change of tourist flow in scenic spots during the year by using the regression model with virtual variables.The results showed that the marginal elasticity of festival activities in five scenic spots was≥3.0,and the marginal elasticity of climate comfortableness was≥1.0,during a four year period.In order to alleviate the concentration of tourism activities during the year,it was necessary to adjust festival activities to April-September to smooth the annual distribution of tourist flow.