Study On The Market Structure And Development Of Self-Drive Tourism In Zhejiang Province

Self-drive tourism is now one of the new tourism styles in China, and is developing very fast in recent years in Zhejiang province. On the base of the correlative theory probe, according as the data got from the spot investigation, the thesis analyzes the market structure of self-drive tourism in Zhejiang province from the angle of market supply and requirement, and puts forward correlative Countermeasures for the market development of self-drive tourism in Zhejiang province, in the hope of the research fruit being offered as a referrence for the market development of self-drive tourism in Zhejiang province.Part One is the preface, it mainly illuminates the research background,research purport,research method,innovative work and so on. Then it sums up correlative research, analyzes the concept,characteristics and classification of self-drive tourism, summarizes the research status at home and abroad of self-drive tourism, and defines the research scope of this thesis.Part Three is the discussion on the basic theories of self-drive tourism. Firstly, it constructs the driving force system of self-drive tourism. There are not only deep social reasons, but also subjective reasons of tourists for the development of self-drive tourism. Driving force system of self-drive tourism is constructed by tourism demand force,tourism policy,attractive force of tourism resources and supporting force of tourism development. Secondly, based on correlative data, grey correlation analysis is made for the development impact factors of self-drive tourism, and get the conclusion: possession of private cars,total length of highway,average GDP and so on are the most consanguineous factors for the development of self-drive tourism. It is the innovative point of this thesis. Besides, spatial behaviour modes of self-drive tourists are summarized .Part Four expatiates the market supply conditions of self-drive tourism in Zhejiang province from social and economic background,transportation infrastructure,tourism resources and so on, and sums up facing problems during the development of self-drive tourism. Part Five is the analysis to market demand structure of self-drive tourism in Zhejiang province. Based on the data got from the spot questionnaires, detailed analysis are made from five aspects. They are major market areas of self-drive tourists,basic structure of self-drive tourists,behavior characteristics of self-drive tourists,market scale of self-drive tourism and tour flow characteristics of self-drive tourism. Self-drive tourists mainly come from Hangzhou,Jinhua,Ningbo and Wenzhou in Zhejiang province and Shanghai out of Zhejiang province. They are mainly middle-aged,better educated man with higher income. The main factors that restrict the journey of self-drive tourists are free time and traffic condition. Surfing Internet has become the main way to get the tour information for them. Now, the average consumption of self-drive tourists is still not so high.In Part Six, market development strategies of self-drive tourism in Zhejiang province are put forward according to the basic structure and behavior characteristics of self-drive tourists. They are exact target market selection, aborative tourism product designing, effective tour production promotion, perfect construction of self-drive tourism service and guarantee system.The last part is the conclusion. It points out the inadequacies of the study and analyzes the direction of future work.