Cultural Scenic Tourist Market Structure Optimization

As one of important carrier on cultural tourism, cultural scenic spot has won many tourists’ high favor. Tourists not only brought income to cultural scenic spot, but also drove local economic growth, so lots of scenic spots regard tourist market as economic lifeline, they consider that tourist the more the better, and adhere to develop quantitative growth. The short-sighted behavior which pursuit immediate interests has tasted bitter——a surge of arriving tourists led to the saturation of environment carrying capacity of cultural scenic spot, resulted in eco-environment and historical&cultural resources damage, and shorted life cycle of cultural scenic spot. Comparing to the development of tourist market, optimization of tourist market structure will be benefit for the long-term development of cultural scenic spot.Optimization of tourist market structure is a dynamic process, which means unreasonable tourist market structure tends to be reasonable tourist market structure. Particularly, it embraces optimization of special structure、temporal structure and tourism consumption structure. The thesis focuses on the sustainable development, makes a breakthrough in the optimization of tourist market structure,and takes the cultural scenic spot as the research object. This paper approaches the optimization of tourist market structure of cultural scenic spot from basic thought、general pattern、influencing factor and optimal path. And also together with the study case——Yangzhou ShuGang-slender west lake,which is the epitome of cultural scenic spot and "the national culture tourism demonstrating region", to do a further research on the positive and negative impact of reasonable or unreasonable tourist market structure on the cultural scenic spot. In sum, the aim is to push the "optimization of tourist market structure" to be another new idea instead of "expansion of tourist market". Only by building up the proper and scientific developing view, can it ensure cultural scenic spot ’s continuous, stable, healthy development and growth.Various indicator such as geographic concentration index, Gini coefficient and questionnaire survey apply to the case analyses.The author learned the spatial&temporal distribution characteristics, tourism consumption level and consumption pattern of Shugang-slender west lake thorough analysis of special-time structure and tourism consumption structure for Yangzhou Shugang-slender west lake. Based on the above mentioned, there are four problems that cause the unreasonable structure of tourism market and low efficiency. Firstly, oversea tourist market of Shugang-slender west lake lack the driving force. Secondly, geographic concentration index of domestic tourist market is on the high side, which relies heavily on the market of Jiangsu province. Thirdly, the tourism peak period is short in duration, and there is a sharp contrast between the off-season and busy season. Lastly, tourism consumption give priority to the ticket fee. Shugang-slender west lake is still on the profit model of ticket economy.Based on the actual conditions, this thesis presents the goal and solutions to optimize the tourist market structure for Shugang-slender west lake.The optimization of market structure is relative. There’s no absolute standard for it and no fixed reasonable model of tourist market structure. The key thing, though, is that the structure of market can ensure the change of scenic spot from quantitative growth form to benefit growth form. The ultimate goal is to realize sustainable development of cultural scenic spot, and promote the comprehensive benefit upgrade.