Analysis of Tonglu Tourism Market Based on SPSS|

Abstract: Tonglu is rich in tourism resources and the tourism industry is developing rapidly. In order to better meet the market demand and increase the development of tourism, it is necessary to have a clear understanding of the tourism market. Based on the questionnaire survey and interviews with 3 111 tourists in Tonglu's main scenic spots, this paper analyzes the present situation and characteristics of Tonglu's tourism market by using spss software, and puts forward some corresponding countermeasures for speeding up the development of Tonglu's tourism industry.

Keywords: Tonglu; Tourism market; Development strategy

1. Current situation of Tonglu tourism market

Tonglu has superior geographical conditions and rich tourism resources, which attracts many tourists every year. At present, Tonglu's tourism market is mainly concentrated in the Yangtze River Delta region, and the convenience of transportation has brought more tourists to Tonglu's tourism market. In 2117, the county received 4.15 million tourists, an increase of 9.2% over the previous year. In 2118, the county received 4.495 million tourists, an increase of 8.3% over the previous year. In 2119, * * * received 4,771,911 tourists, an increase of 6.1% over the previous year. The data shows that the number of tourists in Tonglu is increasing year by year, but the growth rate is decreasing year by year. Under such a development situation, it is of practical significance to summarize the characteristics of Tonglu's existing tourism market and put forward the future development direction of Tonglu's tourism on this basis.

Second, the characteristics of Tonglu tourism market

The questionnaire was distributed in the main scenic spots in Tonglu, and 3 111 copies were distributed. 2 995 questionnaires were collected, and 2 989 questionnaires were valid, excluding those with serious missing questions and unreasonable structure. Then use spss software to analyze the data and summarize the characteristics of Tonglu tourism market.

1. The Yangtze River Delta is the main source market for tourists, and the proportion of tourists from Jiangsu has increased. According to the survey, tourists from Zhejiang account for the largest proportion, accounting for 48.9%; Followed by tourists from Jiangsu, with 24.1%; Once again, it is a tourist from Shanghai, accounting for 18.2%. Only 8.8% of tourists come from other provinces except Shanghai, Zhejiang and Jiangsu. The number of tourists from the province who come to Tonglu still accounts for the majority. When experts study the recreational preference of Hangzhou local residents around the city, they find that most residents like to enjoy recreation around the city [1]. Hangzhou has convenient transportation to Tonglu, forming a huge tourist market. The number of tourists in Jiangsu has increased, on the one hand, because tourists there are interested in landscape scenery; On the other hand, due to the prevalence of long-distance tourism, the number of tourists visiting neighboring provinces and cities has gradually increased.

2. Short stay, low average consumption, mostly for side trips. At present, most tourists come to Tonglu as a passing market, and their stay in Tonglu is relatively short. The number of people who choose to stay in Tonglu for less than two days accounts for the majority, reaching 54.1%, followed by tourists who choose to stay for three to four days, accounting for 27.9%, and those who choose seven days or more account for 6.9%. At present, Tonglu tourist market is roughly divided into three parts: (1) When visiting Hangzhou and Qiandao Lake, Tonglu is regarded as a passing tourist; (2) tourists from Jiangsu, Shanghai and other neighboring provinces and cities to Tonglu; (3) Local recreation market. At present, the first part of Tonglu tourist market accounts for a large proportion, and the reasons for the formation of Tonglu passing market are as follows: (1) There are a large number of tourists in scenic spots around Tonglu, such as West Lake. Tonglu is located in the middle of Hangzhou and Qiandao Lake, and there are many scenic spots in the county. Some tourists will choose to play in Tonglu on their way to visit the West Lake and Qiandao Lake. (2) Reduce travel costs. Accommodation provided by scenic spots such as Hangzhou and Qiandao Lake is relatively expensive, so tourists will choose suitable areas around them to replace them in consideration of cost. (3) In order to improve the competitiveness of tourism products, travel agencies choose to increase Tonglu scenic spots. Judging from the development of tourism in Tonglu, Tonglu's tourism market is still dominated by passing markets.

3. The proportion of outings organized by units is high, and cooperative projects are favored. In the survey, 29% chose the company organization, 19% chose to travel with travel agencies, 29% chose individuals or friends and relatives, and 14% chose go on road trip. Comparing the data of surrounding scenic spots, it is found that the number of people who choose the organizational form of units in Tonglu tourism market is higher than that in other scenic spots. Most of Tonglu tourists come from Zhejiang, among which Hangzhou tourists account for the vast majority. There are many enterprises in Hangzhou, and enterprises often organize outings to promote exchanges and cooperation among employees. The transportation from Hangzhou to Tonglu is convenient, and the one-day tour is compact and reasonable, which is suitable for the company to organize employee activities. At the same time, in the survey of tourists' preferences, it is found that the number of tourists who want to carry out outdoor sports in Tonglu is the highest, accounting for 21.68% of the sample, followed by cultural performances, accounting for 18.85% of the total, and choosing holiday projects accounts for 16.64% of the total. Combined with the characteristics of the organization mode of the local tourism market, it is found that outdoor sports and other projects with more exchanges and cooperation will be tourists' preference points, so some cooperative tourism projects are favored activities in this part of the tourist market.

3. Countermeasures for Tonglu's tourism development

(1) Expanding the radius of the tourism market and enhancing the tourist attraction

At present, Tonglu's tourist sources are concentrated in the Yangtze River Delta region, and the nationwide radiation radius is relatively short. Even in the Yangtze River Delta, there is a great market space. Different development strategies should be adopted according to different geographical market segments and their characteristics.

1. Enhance the tourist attraction of Tonglu and expand the scope of tourists in the Yangtze River Delta. The Yangtze River Delta is Tonglu's main tourist market, but the source areas are relatively concentrated. For example, Jiangsu tourists mainly come from Nanjing, Suzhou and Yangzhou; Zhejiang tourists mainly come from Hangzhou, Ningbo, Wenzhou and other regions. Generally speaking, Tonglu's tourism attraction in the Yangtze River Delta is not very strong, and there are not many tourists from Changzhou, Zhenjiang, Zhoushan and Taizhou. In view of this part of the tourist market, we should increase publicity, pay attention to the word-of-mouth effect of tourists and improve the competitiveness of tourism products in the Yangtze River Delta region.

2. relying on Fujian, Anhui and Jiangxi to expand Beijing, Tianjin and Hebei. As a geographical secondary market in Tonglu, the number of tourists coming to Zhejiang from neighboring provinces and cities such as Anhui and Jiangxi is not large, accounting for only 3.45% of the total. According to the law of tourist flow, the tourist flow direction is mainly short-distance tourism, and from near to far. In recent years, the development trend of tourism shows that more and more tourists are beginning to flow to distant scenic spots. Tonglu is rich in tourism resources, which is attractive to neighboring provinces and cities. With the strengthening of regional tourism cooperation and the increase of tourism radiation radius in Tonglu, the number of tourists from these provinces will surely increase and form a certain influence. Beijing, Tianjin and Hebei are close to Anhui and Jiangxi, and they are easy to get local tourism information, and their economic level is higher than that of neighboring provinces and cities, so they have the objective conditions for long-distance travel. Tonglu's tourism development should focus on expanding the radius of the tourism market so as to obtain a variety of tourists.

3. relying on Fuchun mountain residence, expand the market in Taiwan Province, Japan and Korea. Japan and South Korea have a large number of tourists visiting China. Since 1985, Japan has been the largest tourist source country in China. At the same time, since the establishment of diplomatic relations between China and South Korea in 1992, the number of Korean tourists to China has also increased from the initial 111,111 to 2.85 million in 2114, an increase of 18 times in just 13 [2]. In 2115, South Korea replaced Japan as the largest tourist source country in China. South Korea and Japan have great potential in tourism market, which is an opportunity market for Tonglu tourist market. Relying on the opportunity of Fuchun Shan Jutu to open the international market will bring another opportunity for Tonglu's tourism development.

(2) Enriching tourism forms and prolonging the stay

An obvious feature of Tonglu tourism market is that tourists' stay in the area is short and their travel expenses are low. In order to make its stay in Tonglu longer, it is necessary to enrich tourism forms and provide various tourism activities. Combined with the tourism resources in Tonglu and the current tourism development situation, three directions are put forward.

1. Expand the landscape recreation market. A landscape city is an ideal city with the spiritual connotation of landscape culture and high ecological environment with China characteristics. Because of the beautiful natural landscape and rich historical and cultural accumulation, the mountain-water city has the resource base of recreation development [3]. Tonglu is rich in tourism resources and has a certain concentration in geographical distribution: it is mainly concentrated in towns such as Tonglu Town, Fuchunjiang Town and Yaolin Town along the Fuchunjiang River and Tianmuxi River. Each of them has its own characteristics, which is conducive to the optimal allocation of resources and the formation of a unified tourism development system [4]. From the composition of Tonglu's tourism resources, there are many landscapes, and it has a rich foundation of recreational development resources. Expanding the landscape recreation market, strengthening the cooperation of scenic spots and forming a certain scale of recreation market will prolong the stay time of tourists and increase the average consumption, thus accelerating the development of Tonglu tourism.

2. Be a fine rural holiday market. With the intensification of industrialization and urbanization, the boring living environment makes urban residents need to get rid of the model life and seek rural scenery. The improvement of disposable income of urban households in China and the implementation of the new national holiday system have also ensured this demand in economy and time [5]. The rural holiday market is huge and the competition is fierce. The development of rural holiday products should pay attention to the linkage between urban and rural areas. If you want to attract tourists to Tonglu for sightseeing experience, you must have unique rural products.

3. Be a specialized business and leisure market. It is predicted that China will surpass the United States and become the world's largest business travel destination in 2121, and China is becoming one of the important markets for global business travel consumption [6]. There are many gold business cards in Tonglu, and tourists who come to Tonglu for business activities account for a large part every year. In the business and leisure market, Tonglu should attach importance to the conference tourism market. The off-peak season for conference tourists is not obvious, and there is huge room for development. At present, there are not many scenic spots in Tonglu that receive the business conference travel market. In order to occupy a larger market share, we must pay attention to professional services for business meetings, widen the gap with other competitors, and thus gain more market customers.

(3) Optimize the structure of tourism industry elements and strengthen infrastructure construction

Tourism mainly has three pillar industries: one is travel agency, the other is hotel industry, and the third is transportation industry, which mainly meet the needs of tourists in food, housing, transportation, travel, entertainment and shopping, so as to provide convenient services for travelers to obtain income [7]. When tourists travel to a certain city, they must not only contact various departments of the tourism industry, visit tourist attractions and participate in tourism activities, but also see all aspects of the city [8]. The questionnaire shows that tourists are not satisfied with the catering service in Tonglu. Among the 2 989 valid samples, 1 251 people choose to improve the catering service, accounting for 21.17% of the total. The catering service in Tonglu needs to be improved to match the development of tourism. From the traffic point of view, the contrast between the road conditions and traffic conditions in the new area of Tonglu County and the old area is obvious. The level of road facilities in the old area is relatively low, but a large number of cars and people are concentrated, and the traffic is slightly crowded. The roads in the new area are wide and tidy, but there are few vehicles and road resources are not fully utilized. Moreover, it is understood that in recent years, the number of motor vehicles in Tonglu County has been increasing year by year, and the number of cars has increased but the number of berths has not increased accordingly, and the phenomenon of occupying roads for parking is common. There is a large part of go on road trip market in Tonglu's tourism market. Therefore, the construction of traffic roads and some highway supporting facilities should keep up with the needs of tourism development.

iv. Conclusion

At present, the obvious phenomenon of Tonglu's tourism development is that it exists as a passing market. From a long-term perspective, a region must become a destination market if it wants to develop tourism well. A strategic guiding ideology of Tonglu tourism is to transform from a passing market to a destination market. Therefore, we should first make clear the target layer of Tonglu tourist market and carry out targeted publicity, on this basis, enrich the form of tourism industry, innovate and develop, improve its attractiveness, so as to realize the transformation of market positioning as soon as possible.

References:

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