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偏离——份额分析法(简称SSM)是考察区域经济结构极其重要的一种方法。客源市场结构变化是旅游目的地发展战略制定的主要影响因素。通过SSM法对2001年至2008年桂林市入境旅游人数的分析,发现桂林入境客源市场中,东南亚市场增长较快,份额呈上升趋势;港澳和欧美市场结构份额比较稳定;中国台湾、日韩等市场的结构呈弱化的趋势。总体看来,虽然桂林市入境旅游客源市场基础较好,但竞争能力较差,整体呈下降趋势。建议从市场营销、提升市场占有率和旅游产品质量三个方面进行改进。
Deviation - share analysis (referred to as SSM) is an extremely important way to study the regional economic structure. The change of customer market structure is the main influence factor of the development strategy of tourist destination. By SSM analysis of the number of inbound tourists from 2001 to 2008 in Guilin, it was found that among the tourist arrivals market in Guilin, the market in Southeast Asia grew rapidly with a rising share; the share of market structure in Hong Kong, Macao, Europe and the United States was relatively stable; and that of Taiwan, Japan, Korea The market structure is weaker. Overall, although the inbound tourist source market in Guilin has a good market base, its competitiveness is rather poor, with an overall downward trend. Proposed from the marketing, improve market share and tourism product quality improvements in three areas.