Analysis And Optimization Countermeasures Of Inbound Tourism Consumption Structure In Hunan Province

Inbound tourism develops continuously since the Reform and Opening,its role definition turns developing diplomatic relations to earning foreign exchanges,inbound tourism consumption of the visitors from outside of China is an important indicator of appraising the inbound tourism development.The Year Book of China Tourism statistics 2016 points out that we should raise the level of the inbound tourism consumption.Tourism consumption structure is an important symbol of the levels of national and regional tourism development.By analyzing the inbound tourism consumption structure,we can know that both the consumption of the tourists and the inbound tourism development situation.Hunan as a big province with flourishing tourism resources is very famous in the world,so Hunan has an advantage in developing inbound tourism.But through observing the inbound tourism figures of Hunan in recent years can be found that it is lower than the national average level,such as both the total consumption growth rate and the proportion in the whole country’s inbound tourism are lower,and so on.Therefore,this paper analyzes the inbound tourism consumption structure of Hunan province comprehensively from 2006 to 2015,summarizing the problems and reasons,making some recommendations in order to improve the inbound tourism consumption structure,stimulating consumption and increasing the foreign exchanges.In the process of writing,based on The Year Book of China Tourism statistics,The tourism sample survey information,Statistical bulletin of Hunan’s national economic and social development and the data information from 2006 to 2015 of the NBS website,analyzing the inbound tourism consumption structure by introducing Index of tourism consumption structure,Information entropy and Location entropy to analyzing the tourism consumption structure of Hunan in structure sophistication,changes of the structure and specialization;analyzing the whole inbound tourism development and each department of Hunan Province with Dynamic Shift-Share Method to clearing development direction of the department;at last,analyzing the relevance of each tourism consumption department of Hunan Province by gray analysis method.The calculation results show that there are following problems: the attraction of the inbound tourism consumption declines fluctuating;the consumption of the senior departments in the inbound tourism needs to be improved;the structurebenefits of the leading department structure are in a vulnerable position;the characteristic of the inbound tourism needs to be strengthen;some departments have shortages.The article according to the actual situation of the inbound tourism development in Hunan Province,putting forward some corresponding countermeasures: improving the transport infrastructure and the competitiveness level;setting up the tourism brand image and enhancing the tourist attraction;strengthening the humanization construction of the hotel and meeting the needs of the travellers;making full use of the advantages of local dining industry and building a new travelling card;building characteristic shopping mode and realizing the sustainable development;stimulating the entertainment needs of the travlers and digging the travellers’ consumed potential;increasing related security measures,making efforts to adjust the consumption structure and promoting consumption.