Study On Inbound Tourist Market In Shantou

As a coastal city,Shantou City enjoys unique conditions for tourism development.At the same time,the Maritime Silk Road proposes to strengthen the port construction of Shantou Port.The policy advantages and resource advantages are both in line.The Shantou City inbound tourist source market will have very Broad development space and beautiful development prospects.This research,based on the collection of the number of inbound tourists in Shantou City in the past ten years,draws an evolutionary trend map of the inbound source market of Shantou City and calculates the preference scale of different tourist source countries in Shantou City.Apart from that,this study constructs a deviation-share(SSM)analysis model to compare Shantou City wife other inbound source markets in Guangdong Province and even the whole country.Through it,Shantou's current development status,different characteristics from other cities and its future development trend are obtained.According to time evolution,there are no significant differences between Guangdong Province and the whole country in the evolution trend of the inbound source market.But the situation of Shantou City is far from above two,mainly in the entry market in Thailand,Hong Kong,Korea,Japan,Singapore,and etc.From the evolution tendency of the preference scale,Shantou City's pro-study index from 2006 to 2015 shows two trends that one is in linear growth and another is in linear decline.The main inbound source market of Shantou City has been devided into four stages,namely the opportunity phase,the growth phase,the stagnation phase and the recession stage according to the main characteristic components of SSM after analysizing the background of the whole country.The three main components of SSM are the share component,the structural deviation component and the competitive deviation component.According to the above analysis,combined with the development characteristics of different inbound source markets in Shantou City,this paper proposes targeted market development strategies for the source countries at different stages,mainly in the following aspects:1)development strategies in the opportunity phase:accurate positioning in the Indonesian source market by inceasing marketing efforts;improving the supporting facilities and management elements of the scenic spots and improving the level of tourism services;2)developing countermeasures in the growth stage:building tourism brands through enriching product structures to shape the image of tourism destinations;further promoting the joint development and marketing of multiple sites in this region by strengthening contacts,communication and cooperation;flying more charter flights and running extra trains to Shantou City;3)development strategies for stagnation:launching properly marketing campaign,and laying emphasis on creating themed cultural heritage projects;improving tourist experience's quality and developing more tourism products with local characters;gradually entering the inbound tourism market from easiness to difficulty;reinforcing the inbound policy-oriented measures to attract more tourists;4)development measures in the recession stage:sparing no efforts to accelerate the development of tourism resources integration and the anovation and upgrading of scenic spots;strengthening regional tourism cooperation;establishing a local tourism brand as the home town for overseas Chinese.