Based on SPSS |'s Tonglu tourism market | Analysis

Abstract: Tonglu rich Tourism resources, Tourism has developed rapidly. In order to better meet market demand, increased Tourism Development efforts, need to have a clear understanding of the Tourism market by right Tonglu major tourist attractions in 000 questionnaires and interviews, Application spss software in-depth analysis of the Tonglu status and characteristics of the Tourism market, and accelerate the Development of the tourism industry made Tonglu countermeasures.

Keywords: Tonglu, tourism market Development Strategy

First, the status of the tourism market Tonglu
Tonglu has superior geographical conditions and rich tourism resources, attracting many visitors every year tour now, Tonglu tourism market, mainly in the Yangtze River Delta region, the convenience of traffic on the tourism market for the Tonglu bring more tourists. In 2007, the county received a total of 4.151 million tourists trips, up 9.2 percent over the previous year, 2008, the county received a total of 4.495 million tourists trips, up 8.3% over the previous year, 2009, 4,770,900 passengers were tourists, compared with annual growth of 6.1%. Tonglu data show the number of visitors increases every year, but the decreasing rate of growth in the Development of this situation, the existing tourism market characteristics Tonglu summary, in this based on the direction of future Development of tourism Tonglu practical significance.

Second, the characteristics of the tourism market Tonglu
The questionnaire focused on the main area Tonglu paid, a total of 3 000. 2 995 questionnaires were recovered, excluding serious leakage problems and the irrational structure of the questionnaire, a total of 2 989 copies of valid questionnaires after which the use of spss software for data analysis, summary Tonglu tourism market characteristics.

1. Yangtze River Delta region as major tourist source market for visitors has increased in Jiangsu Province, according to survey from the largest proportion of tourists, Zhejiang, 48.9%, followed by tourists from Jiangsu Province, with 24.1%, again for tourists in Shanghai , 18.2% in addition to Shanghai, Zhejiang, Jiangsu, tourists outside the other provinces only 8.8% in the province the number of tourists still travel to most of Tonglu about experts Hangzhou residents ReBAM preference studies found that most residents like in the urban areas around the recreation [1]. Hangzhou to Tonglu transportation, forming a huge tourist market of Jiangsu number of visitors increased, partly because of the interest to tourists on the landscapes, partly because the prevalence of long-distance travel, visitors to the surrounding provinces and gradually increasing number of tourists.

2. Stay a short time, the average consumption is low, mostly in passing tourist. Tonglu travel to most of the current Tonglu as crossing the market, a relatively short stay in Tonglu. Tonglu choice resides arrive within two days the number of days in the majority, reaching 54.1 %, followed by the number of days in the presence of 3-4 days of tourists, accounting for 27.9%, choose 7 days and over accounted for 6.9% of the number of people present Tonglu tourist market can be divided into three parts: (1 attractions when visiting Hangzhou and Thousand Island Lake will Tonglu attractions as tourists crossing, (2 from the Jiangsu, Shanghai and other nearby provinces to Tonglu tourists (3 local recreational markets now constitute Tonglu tourist market, the first part of the large proportion of visitors, the reasons for the formation of Tonglu crossing market the following points: (1) Tonglu surrounding area such as West Lake and other large number of tourists. Tonglu is located in Hangzhou, Thousand Island Lake intermediate location, the distribution of the county there are many attractions, some tourists visit the West Lake, Thousand Island Lake on the way will choose to play in Tonglu (2 to reduce travel costs and other scenic spots in Hangzhou and Thousand Island Lake to provide more expensive accommodation, tourists consider the cost, in the surrounding areas choose a suitable replacement (3 travel agencies in order to improve the competitiveness of tourism products, select Add Tonglu spots from Tonglu the Development of tourism, the current is crossing Tonglu tourism market is still dominated the market.

3 units of the organization a higher proportion of travel, cooperative projects acclaimed. Survey on the travel choice of organizational form, 29% selected units of the organization, 19% opted for travel with travel agents, 29% opted for an individual or family and friends together, and another 14% choose traveling by car. Comparative data found around the scenic tourist market Tonglu Select the number of units of organization higher than other area. Tonglu tourists mostly from Zhejiang Province, which occupies most of the tourist district of Hangzhou. Hangzhou there are many enterprises have settled down, business travel, often organized to promote exchange and cooperation between employees Hangzhou to Tonglu convenient, compact and reasonable day trips, suitable for a company's employees activities while in tourist preferences survey found that: After the tourists want to carry out Tonglu the highest number of outdoor sports, accounting for 21.68% of the number of samples, followed by to carry out cultural performances, accounting for 18.85% of total, selected holiday items accounted for 16.64% of the total. To the tourism market with the characteristics of organized outdoor sports such as those found in more exchanges and cooperation in the project will point visitors preferences, so some of the items involved in collaborative tourism source markets of this part of the popular activities.

Third, Tonglu Tourism Development Strategy
(An expansion of the tourism market radius, and enhance tourism appeal
Currently, Tonglu source concentrated in the Yangtze River Delta region tourists, the country's relatively short radius, even in the Yangtze River Delta, there are also a large market space. Should focus on different geographic market segments, according to their characteristics to different development strategies.

1. Tonglu tourist attraction to enhance and expand the scope of the Yangtze River Delta source. Tonglu the Yangtze River Delta is the major source markets, but the relative concentration distribution of the source region, such as, tourists mainly from Nanjing, Jiangsu, Suzhou, Yangzhou these areas, the main source of tourists, Zhejiang Hangzhou, Ningbo, Wenzhou and other areas. Overall, Tonglu currently in the Yangtze River is not a strong tourist attraction, like Changzhou, Zhenjiang, Taizhou, Zhoushan and the number of tourists in these areas to Tonglu not many. For this part of the tourist market, we should step up publicity efforts, focusing on word of mouth visitors effect, improve tourism products in the Yangtze River Delta region's competitiveness.

2 Relying on Fujian, Anhui, Jiangxi, expand Beijing, Tianjin and Hebei as Tonglu geographic secondary market, near the provinces of Anhui, Zhejiang and Jiangxi to not many tourists, accounting for only 3.45 per cent to the total, according to the law of tourist flows, Tourist flow to close travel mainly by the near and far in recent years, tourism development trend shows that more and more tourists began to flow to distant sites. Tonglu has rich tourism resources, a greater attraction for the surrounding provinces. With the strengthening of regional cooperation in tourism, travel Tonglu radius increase, the province, the number of visitors will increase Tonglu, a certain influence, Beijing, Tianjin, Hebei, from Anhui, Jiangxi, are close, easy access to local tourist information, and a higher economic level than the surrounding provinces, so long-distance travel with the objective conditions. Tonglu tourism development should focus on expanding the tour to get many tourists market radius.

3. Relying Fuchun, expand Taiwan, Japan, Korea, Japan and South Korea to China a number of tourist arrivals, since 1985, Japan has been China's largest tourist source country, while since 1992 China established diplomatic relations with South Korea After the Korean tour from the initial number of Chinese increased to more than ten million people in 2004 to 285 million, an increase of just 13 years to 18-fold [2]. 2005 to replace Japan as South Korea is China's largest tourist source country. South Korea and Japan there is great potential tourism market, this part of the market is the source markets Tonglu market relying on the Fuchun Mountains of opportunity, access to international markets, will bring another opportunity Tonglu tourism development.

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(B-rich forms of tourism, a longer stay
Tonglu a striking feature of the tourism market is tourists arrive at the short residence time, travel costs low in order to stay longer in Tonglu, the form must be rich in tourism, providing a variety of tourism activities. With Tonglu tourism resources and the current situation of tourism development, made in three directions.

1 big mountain recreation market. Urban landscape is a landscape and cultural spirit of the connotation and the Chinese characteristics of high ecological environment of the ideal city as landscape city has beautiful landscapes natural landscapes and rich historical and cultural heritage, which has a recreational development of the resource base [ 3]. Tonglu rich tourism resources, in the geographical distribution of a certain concentration: mainly in the Fuchun River, along the Tonglu Eye River town, Fuchun Town, Yao Lin, town and other towns and they own characteristics conducive to optimal allocation of resources to form a unified tourism development system [4]. Tonglu tourism resources in view from the main view of the landscape as much, has extensive recreational development of the resource base. big mountain recreation market, strengthen the cooperation area, formed a certain scale of the recreation market, visitors will be extended. length of stay, increase the average consumer, thereby accelerating the development of tourism Tonglu.

2. Doing fine countryside resort market. With industrialization, urbanization intensifies, dry living environment resulting from the model of urban life, to seek pastoral needs of urban residents' disposable incomes and the new national holiday implementation of the system, also makes this demand in the economy and guaranteed on time [5]. Countryside vacation a huge market, but competition is fierce. Development of products to focus on urban and rural rustic resort linkage, if you want to attract visitors to Tonglu sightseeing experience, must have a unique rustic products.

3. So special business and leisure market. It is predicted that China could surpass the U.S. in 2020 to become the world's largest business travel destination, China is becoming an important global business tourism consumption markets in the world [6]. Tonglu many gold card each year to carry out business activities Tonglu tourists account for a large part in the business and leisure market, Tonglu conference tourism market should value the conference was not obvious seasonal tourist travel, there is a huge space for development now host business meetings with tour Tonglu market attractions are not many. in order to occupy a larger market share for business meetings must pay attention to professional services, widen the gap with other competitors to gain more market source.

(C) the optimization of the structure elements of the tourism industry, strengthening infrastructure construction
There are three major pillar industries of tourism: First, travel agents, the second is the hotel industry and the third is transport, mainly through the three to meet the tourists' food, housing, transportation, travel, entertainment, shopping and other needs, as facilitate services for travelers to obtain revenue [7]. tourists to travel to a city, in addition to exposure to the tourism industry in all sectors, to visit tourist attractions, participation in tourism activities, but also bound to see every aspect of the city [8 ] in the questionnaire showed that visitors to Tonglu dining satisfaction is not high, a total of 2 989 copies of the valid samples, there are 1250 people choose food service needs improvement, accounting for 20.07%. Tonglu catering services need to be improved to cope with the situation of tourism development from a traffic point of view, Tonglu County District and the old town road conditions and traffic conditions, the more obvious contrasts, old area roads relatively low, but a large concentration of traffic and pedestrian flow , traffic seemed a little crowded, New wide roads and tidy, but few cars, roads, resources are not fully utilized. and, it is understood that in recent years Tonglu vehicle was growing year by year trend, but an increase in car parking spaces without a corresponding increase in lane Parking is widespread. Tonglu the tourism market in a large part of traveling by car market, so the roads and some highways construction of facilities to keep up with tourism development.

IV Conclusion
Currently, Tonglu obvious phenomenon is the development of tourism as a crossing market exists from long-term perspective: a region in order to develop the tourism industry, must become a destination market. Tonglu tourism a strategic guiding principle is from crossing to the destination market, market transformation, therefore, we must first clear layer Tonglu target source markets, and carry out publicity, on the basis of this rich form of the tourism industry, innovation and development, improve the attractiveness to the early realization of market positioning changes.

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