安徽省入境旅游客源市场结构偏移一份额分析

采用偏移一份额分析方法，以安徽省入境旅游统计数据为样本，分析了客源市场的变化及其类型。研究结果显示，网络增长表明相对于基准旅游目的地区域，安徽省入境旅游业绩不佳；结构分量显示基准目的地对韩国、澳大利亚等10个客源地具有特殊的吸引力；竞争分量反映安徽省在基准目的地中具有较强竞争力，尤其是韩国和香港特区等8个客源市场；依据竞争分量和区位分量，将境外客源地划分为4种类型，并制定了相应的市场营销战略。

A Shift- share Analysis on Structure of Inbound Tourism Market in Anhui Province

Based on the statistical data of inbound tourism from 2000 to 2007 in Anhui Province, this paper used shift - share method to show the structure of inbound tourism market and types. The results were as follows：①Net shift showed that Anhui province underperformed relative to the seven- province benchmark destination area. ②The Province mix effect was positive in 10 of the 16 originating, it meant that the benchmark destination area was increasingly specializing in attracting tourist from those originating markets. ③Anhtti Province had a positive competitively effect, meant that it was superior competitively position with respect to the rest of the benchmark provinces, particularly for 8 tourist markets, such as Korea and Chinese Hongkong etc. ④Based on competitive effect and allocation effect, the authors divided into four categories for inbound tourist market, and proposed tourism marketing strategy.