Research On Development And Affecting Factors Of Guangdong Outbound Tourism

With the sustained and rapid growth of China's economy, the improvement of people's living standards, the gradual relaxation of outbound tourism policy and the increased leisure time of residents, Chinese outbound tourism as one of the three major markets has become a new consumption and economic and cultural phenomenon, and become a new economic growth point. But in the academic and business community, there is still lack of systematically theoretical research and understanding of outbound tourism, especially the research of regional outbound tourism market. This paper takes the birthplace of Chinese outbound tourism market--Guangdong outbound tourism market as an object of study, summeries its characteristics of various stages and the affecting factors, for use as reference to the balanced development and fully explore of Chinese and Guangdong outbound tourism market. Firstly, this paper analyzes the development stages and its characteristics of Guangdong outbound tourism market, exploring the laws of development and the market size, characteristics of tourism market, destination distribution change and the consumption abroad of tourists.Secondly, from the perspective of demand and supply by using PEST analysis, the comprehensive qualitative and quantitative analysis are applied to analyze the affecting factors on the development of Guangdong outbound tourism market, including the economic factors, political factors, social factors and technical factors etc. According to the analysis, this paper screens seven key influencing factors, including per capita GDP, per capita consumption expenditure of urban residents, exchange rate, import and export volume, the number of regular institutions of higher learning per million populations, passenger transport, and the cumulative number of opening destination countries etc. Then the regression analysis based on principal component analysis is applied to analyze the combined effects of these factors on the Guangdong outbound tourism. The results show that the number of outbound tourism is correlated negatively with exchange rate, and strong positively with the other six variables. Finally, this paper probes suggestion for the optimization of Guangdong outbound tourism market from the following respects:strengthening the government's macro-management, multinational enterprises and innovative tourism products and so on.In this paper, the marketing and regression analysis based on Principal Component Analysis methods are comprehensively applied to analyze the law of development and influencing factors of Guangdong outbound tourism market from theory analysis and empirical research, which will further enriched the research results and contribute to improved research theory of Chinese and Guangdong outbound tourism, also provide a useful reference for the tourism business community.