In Chongqing Inbound Tourism Market Expansion

As one of the fastest growing new industries, tourism industry has become important econo-mic growth points in various countries and regions. Countries around the world are striving to develop tourism, and the competition in tourism is becoming increasing fierce.Increasing market share has become the key of all countries, regions and tourism destinations to grow constantly. Chongqing, as the country's largest and most populous, the youngest municipality, tourism development has made gratifying achievements since the Territory.However, compared with the other three municipalities, there still appears a big gap, especially in the slow development of inbound tourism. This situation is inconsistent with the economic development of Chongqing and the status of the largest Municipality.Taking the inbound tourism market of Chongqing Municipality as the research object, accord-ing to the tourist sample survey information and relevant statistical information, using relevant m-ethods of market analysis, from the angle of the market scale, tourists behavior, tourist psycholo-gy preferences and satisfaction, this thesis synthetically analyses the general characteristics of the inbound tourism market in Chongqing Municipality, analyses dynamically the changes of inbound tourism market structure by using SSM, and sums up the restraining factors of inbound tourism market development. Finally, it puts forward the inbound tourism market segmentation,target market positioning and specific measures of market expansion about Chongqing Municipality based on the foregoing analysis.The prominent features of inbound tourism market of Chongqing are as followed:rapid growth of market scale, increasing status in China and western regions, focus on sight-seeing tourists, large proportion of basic consumption in tourism consumption, low daily consumption and average dwell time of tourists, great interest of tourists in landscapes and food products, worst evaluation of tourists on transportation and service in Chongqing.The structure of inbound tourism market in Chongqing are:the main markets include Hong Kong,Taiwan,Japan,Malaysia,Singapore,American,United States,Britain,France and Germany, and the fast growing markets are Australia,Russia,Canada and South Korea.The most competitive mar-kets are Hong Kong,Malaysia,Singapore,but Taiwan,Japan,French and Germany are less competi-tive and declining.Overall,the development speed of inbound tourism market in Chongqing is slo wer than the national average level, and the advantage of inbound tourist market structure has dec-lined,but the overall competitiveness of inbound tourism market has increased. Chongqing's inbound tourism market expansion are restricted by five factors through analysing.They are:level of regional economic development, level of opening up, traffic, macroec-onomic policy and tourism image.Combined with the research of market scale, characteristics and structure dynamic, on the basis of Chongqing's inbound tourism market segmentation from the regional tourism market, demographic characteristics and patterns of behavior, this thesis proposes specific measures about inbound tourism market positioning and market expansion. Chongqing's inbound tourism market will be positioned as follows:①Main source markets are Hong Kong, T-aiwan,Japan,Malaysia,Singapore,United States,Britain,France and Germany; key source markets are United States, Hong Kong, Malaysia and Singapore; urgent recovery tourist markets are Taiwan, Japan, Britain and Germany;fast-growing tourist markets are Australia, Russia, Canada and South Korea.②Functional orientation to tourism products are based on landscape and cultural tourism, speeding up the leisure, business and exhibitions tourism resources, and other special tourism product development.③Expand female's market, consolidate middle-aged tourist market, pay attention to silver market development, consolidate the sightseeing tour market,enhance the leisure and business travel market,and expand the exhibition tourism.The specific measures for the mark et expansion are:①Innovate travel products, and build excellent scenic;②Create distinctive tourism image, and highlight the "Three Gorges, Japanese Culture";③Combine tourism market segmentation, and increase marketing efforts;④Optimize the source structure, and expand the exhi-bition tourism;⑤Improve tourism facilities and service quality standards,and create a good tourism environment.