International Tourism Marketing: An Analysis on Xinjiang Uygur Autonomous Region (XUAR) of China

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1 IOSR Journl of Bune nd Mngement (IOSR-JBM) e-issn: X, p-issn: Volume 9, Iue. Ver. V (Jn. 07), PP Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of Chn Dlder Mult, İly Krdumn (Socl Scence Inttute, Itnbul Aydn Unverty, Turey) (Fculty of Economc nd Admntrtve Scence, Itnbul Aydn Unverty, Turey) Abtrct: A XUAR nterntonl tourm ndutry mprovng grdully, we hould ee there re tll erou problem n t ndutrl tructure performnce. Wth hft-hre method, Peron Correlton method nd Prncpl component method, bed on dt of XUAR nterntonl tourm foregn exchnge ncome from 006 to 05, th pper emprclly nlyze ech ector of XUAR nterntonl tourm nd t ndutrl tructure performnce, well problem n ector of trnportton, ghteeng, ccommodton, cter, commodty le nd entertnment. Menwhle th pper lo put forwrd oluton to ncree the beneft of XUAR nterntonl tourm ndutry. Keyword: Interntonl tourm, XUAR, Tourm Mretng I. Introducton Interntonl tourm n mportnt prt of tourm ndutry nd nterntonl ervce trde, whch ply more mportnt role n promotng globl economc development, o the development of nterntonl tourm h gned more ttenton round the world. Per the UNWTO Tourm Hghlght by Unted Nton World Tourm Orgnzton [], the number of nterntonl vtor n 05 ncreed by 4.6% to.86 bllon compred wth the number of 04. In 04, more thn 5 mllon tourt (overnght vtor) trveled brod. The totl revenue generted by nterntonl trveler for ccommodton, cterng, entertnment, hoppng nd other ervce n 05 w pproxmtely $.3 bllon, ncreng by 3.6% due to the foregn exchnge rte fluctuton nd nflton. Interntonl tourt rrvl ncreed by 4.4 % or.84 mllon n 05.In ddton to nterntonl tourm revenue (trvel expene of nterntonl blnce of pyment), nterntonl tourm lo generted $0 bllon n nterntonl export trnport ervce for non-redentl vtor, brngng tourm export revenue of $.4 trllon or n verge dly ncome of $4 bllon []. Unted Nton World Tourm Orgnzton h releed the UNWTO Tourm Hghlght [3], whch how World Tourm Orgnzton very concerned bout the emergng detnton, nd econome nd detnton re mentoned frequently. Chnee element contnue to be the focu of ttenton.per Annul Report on Chn ' Inbound Tourm Development 06 from Chn Tourm Reerch Inttute [4], n 05 Chn receved 3,38.04 mllon nbound tourt, n ncree of 4.4%. In 005, foregn exchnge revenue of nbound tourm reched $3.65 bllon, nd tourm ervce trde urplu reched $9.5 bllon. In 05, Chn receve bllon overnght vtor, n ncree of.30%.the gro mret ze rned fourth n the world, followng Frnce, Unted Stte nd Spn. A the concept of new Sl Rod h been propoed, XUAR h ten cton n ther own peclte - the ucce orgnzton of Interntonl Conference on Tourm Development on the Sl Rod, nd Urumq Declrton wth 4 other countre long the Sl Rod. XUAR h et up x overe le center n Kzhtn, Ru, Dub nd other countre. We hve cooperted cloely wth Kzhtn nd other neghborng countre for tourm exchnge nd more convenent v polcy -the polcy of v free for tourm tem of 3-50 peron wll oon be mplemented. However, compred wth the rpd development of the globl tourm ndutry, growth of XUAR nterntonl tourm ndutry left fr behnd. Therefore, now, t of gret gnfcnce to grp conumpton tructure of XUAR nterntonl mret, to etblh mretng trtegy nd to enhnce the nterntonl compettvene of XUAR. II. Anly On Conumpton Structure Of XUAR Interntonl Tourm Smply, tourm cn be defned the prctce of trvelng for recreton nd wth pont of mngement the defnton cn be uch the mngement proce of tourt nd tourm relted bunee [5]. In the lterture, tourm mretng h been reerched n detl from t pt to t preent nd future [6][7][8][9][0][][][3].Dwyer, et l. found tourm h been commonly recognzed tht t nether ngle ndutry nor ngle mret. In Tourm ocl ndutry wth trong ntegrty nd ntrnc relevnce whch compoed of element of ghteeng, cterng, ccommodton, entertnment nd Commodty le [4].An nly on conumpton tructure of nterntonl tourt mret ntructve nd menngful to te effectve meure to olve tough problem, optmze the tructure of the tourm ndutry nd mprove economc level of tourm ndutry. DOI: /487X Pge

2 Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of. Devton of Structurl Beneft of Interntonl Tourm Indutry Shft- Shre Anly Shft-hre nly reltvely mple nd wdely ued technque for decrbng regonl economc growth nd meurng polcy effect over tme [5].Accordng to nterntonl tourm ncome compoton of XUAR n the perod of (tble ), ung the hft hre nly of the nterntonl tourm ndutry (bed on fgure of 03). Trnportton, ghteeng, ccommodton, cterng, commodty le nd entertnment re condered the nfluencng fctor of foregn exchnge ernng of nterntonl tourm. [6] : Tble : The Compoton of XUAR Interntonl Tourm Revenue n the Perod of (%) Yer Trnportton Sghteeng Accommodton Cterng Commodty Sle Entertnment Accordng to the hft-hre method, the equton of XUAR tourm economc growth rte hown follow: Y o foregn exchnge ncome of XUAR tourm ndutry () n be-perod;y t foregn exchnge ncome of XUAR tourm ndutry () n certn perod (t); C o the cumultve foregn exchnge ernng of the whole tourm ndutry () from the be perod; C t foregn exchnge ncome of XUAR tourm ndutry () n perod (t);c o tourm foregn exchnge ernng of the entre Chnee tourm ndutry n be perod; C t foregn exchnge ncome of Chnee tourm ndutry n certn perod (t); o R,foregn exchnge ernng growth rte of XUAR tourm ndutry () hown follow: R =(Y t -Y o )/Y o =U +V +W U =(C t -C o )/C o *00% V =(C t /C o -C t /C o )/*00% W =(Y t /Y o -C t /C o )/*00% In thoe equton: U reflect the tourm ndutry growth rte; V reflect the effcency n the tourm ndutry (): when V >0, the tourm ndutry ector growng fter thn the verge growth rte of the whole Chnee tourm ndutry, nd the effcency of the ector dvntgeou; W the dvntge of XUAR tourm ndutry () compred wth the ector () ntonwde. When W >0, the greter the vlue of XUAR tourm ndutry the more dvntge t h; when W <0, the mller the vlue the le dvntge t h. Te yer 03 the be perod nd bed on Xnjng Stttcl Yerboo (03 nd 04), the vlue of U, V, W of the nterntonl tourm ndutry n 04 cn be clculted (tble ) [7]. Tble : Structurl Beneft Devton of Interntonl Tourm Indutry-- Shft-Shre Anly (Be Perod 03) Accordng to dt n tble, t cn be concluded tht n tourm ndutry of Chn, ector wth better revenue nclude cterng, ccommodton nd trnportton. However, there no dvntge of the tourm ector n XUAR compred wth the whole ndutry of Chn.. Peron Correlton Anly In order to evlute the rtonlty of the effect of ech ector to the nterntonl tourm foregn exchnge ncome, here we hve done the Peron correlton nly on nterntonl tourm ndutry nd ector tht ffect nterntonl tourm ndutry [8]. Ung Peron correlton nly method of SPSS, the reult re follow: DOI: /487X Pge

3 Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of Tble 3: Correlton Among Secton of Tourm Indutry Sector Peron Correlton Sg. (-tled) Trnportton.958** 0 Sghteeng.97** 0 Accommodton.955** 0 Cterng.937** 0 Commodty Sle Entertnment.748* 0.0 ** Correlton gnfcnt t the 0.0 level (-tled). * Correlton gnfcnt t the 0.05 level (-tled). Generlly, the four-level clfcton method ued for judgng the reltonhp between vrble: the bolute vlue of correlton below 0.3 men we correlton; men low lner correlton; men gnfcnt correlton; number more thn 0.8 men hgh correlton. It cn be een from tble 5 tht the coeffcent of trnportton nd nterntonl tourm ndutry 0.958, the coeffcent of ghteeng nd the nterntonl tourm ndutry 0.97, ccommodton 0.955, cterng 0.937, entertnment nd le of good 0.558, whch men tht ech ector h gnfcnt potve correlton wth the nterntonl tourm ndutry. The vlue of trnportton, ghteeng, ccommodton nd cterng re more thn 0.8, ndctng tht thee four fctor re the mot mportnt fctor n determnng the number of foregn exchnge ernng of nterntonl tourm..3 Prncpl Component Anly.3. Bc Prncple of Prncpl Component Anly Prncpl component nly (PCA) n lgorthm to mplfy the orgnl dt et by reducng the dmenon of dt et. The mn de of the lgorthm to repetedly oberve n object nd do comprehenve proce of everl correlted rndom vrble, nd then the obtned one or everl comprehenve ndexe cn replce the orgnl vrble. The ndexe cn repreent chrctertc of the object ndependently nd, t the me tme, cn retn the ntegrty of the orgnl nformton. And prncpl component nly clfed mong the decrptve method nlyzng nterdependence between vrble. Hence, there re no dependent vrble nd ndependent vrble, t o mportnt to combne the nterdependence between the vrble [9]. The fundmentl trnformton cn be hown follow: PC PC PC m m m m m p p mp p X p X mp X m p p weghted coeffcent mtrx, nd. PC men the the order of prncpl component of the orgnl egenvector. Accordng to equton (), the prncpl component mtrx lner combnton of orgnl feture vector. In ddton, prmeter n equton () hould tfy the followng condton: p,,,3,, m; () Cov( PC, PC j ) 0, j,, j,,, m, (b) Tht, prncpl component re orthogonl wth ech other..3. Clculton Step of PCA To clculte relton mtrx N p p p p pp () In equton (),(,j=,,,p) correlton ndex of orgnl vrble x nd x j, the equton follow: DOI: /487X Pge ()

4 Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of r j l m ( x x )( x l n ( x x ) m j ( x x ) j j x ) j (3) Becue R rel ymmetrc mtrx (.e. rj=r j ), o we only need to clculte t upper trngulr element or lower trngulr element. To clculte egenvlue nd egenvector To olve egenvlue equton I N 0 for egenvlue (=,,,p),nd put them n order of mgntude p 0 e ; nd then to get the egenvector (=,,,p)correpondng to the egenvlue. To clculte prncpl component contrbuton rte nd cumultve contrbuton rte Contrbuton rte of S prncpl component : r (,,3,, p) q (4) m q Cumultve contrbuton rte: (5) Generlly te egenvlue of mn component correpondng to the cumultve contrbuton rte between 85-95% nd put them n order - frt, econd,, m( To clculte prncpl component lod p(, x ) e (,,,, p) m p ). The prncpl component core cn be further clculted: S n n m m nm (7) Accordng to the prevou tndrdzed dt, we put fgure of ech mple nto the equton nd get new dt of prncpl component for ech mple repectvely, or o-clled prncpl component core. And then the prelmnry nly on nformton of orgnl vrble cn be obtned through the nly of the prncpl component core..3.3 Reult of Prncpl Component Anly When dong prncpl component nly, we mut frt crry out KMO tet nd Brtlett tet, whch the pplcble condton of the prncpl component nly. KMO the ndctor to chec the mple dequcy, whch hould be generlly greter thn 0.5. SPSS ued here for dt proceng, nd KMO nd Brtlett tet reult re hown n the followng tble. Tble 4 KMO nd Brtlett' Tet Ker-Meyer-Oln Meure of Smplng Adequcy Brtlett' Tet of Sphercty Approx. Ch-Squre df 5 Sg The phercl Brtlett tet to tet whether the correlton mtrx unt mtrx, whch ndcte whether the fctor model pproprte. Through the Brtlett tet, t howed tht Brtlett vlue nd P mller thn 0.000, whch men the correlton mtrx not unt mtrx, o fctor nly hould be condered. The vlue of KMO whch mller thn 0.5, ndctng tht fctor nly reult re cceptble bed on the tttcl tet.correlton coeffcent mtrx egenvlue nd vrnce contrbuton rte of ech fctor. To nput the dt nto SPSS, nd fter rotton, the fgure of fctor re follow: DOI: /487X Pge (6)

5 Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of Tble 5: Totl Vrnce Explned Component Intl Egenvlue Extrcton Sum of Squred Lodng Totl % of Vrnce Cumultve % Totl % of Vrnce Cumultve % Extrcton Method: Prncpl Component Anly. In Tble-5 cumultve contrbuton rte of the frt two common fctor h reched %, o t cn repreent the chnge of the correlton vrble of the whole mple, nd the cumultve contrbuton rte of the frt prncpl component h reched 80.6%. Tble 6: Communlte Intl Extrcton Trnportton Vtng 0.98 Accommodton Cterng Merchnde Sle Entertnment Extrcton Method: Prncpl Component Anly. Accordng to Tble-6, the common vrnce of ech ndex vrble greter thn 0.9, whch men tht thee two common fctor cn prctclly reflect the mot nformton of the orgnl ndex vrble. Tble 7: Component Mtrx Component Trnportton Vtng Accommodton Cterng Commodty Sle Entertnment Extrcton Method: Prncpl Component Anly. component extrcted. Fgure: Prncpl Component Plot DOI: /487X Pge

6 Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of Accordng to Tble-7 nd Fgure-, the frt prncpl component h greter potve lod n trffc, ghteeng, ccommodton, cterng nd entertnment, whch potvely correlted to the foregn exchnge ernng of nterntonl tourm ndutry. The econd prncpl component h greter potve lod n commodty le, mnly reflectng the condton of tourm conumpton.clculton of the core of ech prncpl component nd the comprehenve core. Ech prncpl component lner combnton of the orgnl ndex, o the core of the two prncpl component cn be clculted ccordng to ndex of ech orgnl coeffcent provded by coeffcent mtrx. Z nd Z repreent core of the two-prncpl component. Prncpl component weght: W. The reult of clculton hown n tble 8: Tble 8: Weght of Prncpl Fctor Prncpl fctor(z) Egenvlue Contrbuton Cumultve Weght of prncpl (λ) rte(%) contrbuton(%) fctor(w) Frt fctor Second fctor To clculte the comprehenve core of ech regon (Z) ccordng to the lner weghted ummton of weght of ech prncpl fctor: Z 0.88 Z 0.8 Z Tble 9: Evluton of foregn exchnge ncome of XUAR nterntonl tourm ndutry Sector The frt prncpl The econd prncpl Comprehenve Rnng component component reult Accommodton Trnportton Cterng Sghteeng Entertnment Commodty Sle Accordng to Tble-9, t cn be een tht durng the perod of ccommodton, trnportton, ghteeng nd cterng ccounted for lrger proporton n XUAR tourm foregn exchnge ernng whle entertnment nd merchnde le ccounted for reltvely mll proporton, whch how tht the tructure of locl tourm product ole wthout outtndng feture tht cn ttrct vtor to buy product. The whole product lne reltvely bcwrd whle the entertnment ndutry lg. To mprove the ervce nd qulty of thee two ector problem tht we mut py ttenton to. III. Reult, Concluon And Recommendton After ll th reerch nd nly, we hould optmze the ndutrl tructure nd mprove foregn exchnge ncome. Per the correlton between the vrou deprtment of the tourm ndutry nly, we cn conclude tht ccommodton > trffc > cterng> ghteeng > entertnment > hoppng, whch men we need to upport more for ector of ccommodton, trnportton, cterng nd ghteeng. However, entertnment nd hoppng doe not contrbute much to XUAR nterntonl tourm, ndctng tht thee deprtment hould be the future focue ndutry tructure djutment. Therefore, we hould focu product development on entertnment nd commodty hoppng to mprove the tourm mret tructure, o tht the tourm mret cn gn tremendou development. The ndutry cluter dtrct hould be bult n re wth rch culturl bcground of XUAR, uch culture of the Sl Rod nd ethnc mnorty group. Ech ector of tourm ndutry hould be developed eqully nd the domnnt ector uch trnportton, ccommodton, cterng nd ghteeng hould provde tmultng power to commodty le nd entertnment. Moreover, we hould buld cenc pot wth unque feture nd enhnce ttrctvene of them, nd therefore cenc pot wth rch culturl content, beutful cenery nd ntonwde fme wll be bult n ndutry cluter dtrct nd nfrtructure wll be mproved there to ttrct more tourt. The ey proftble detnton hould be bult n re wth good nfrtructure, unque feture nd reputton t home nd brod, uch Kn, Nlt grlnd nd old town of Khgr. We cn perform ntenve mngement to thee cenc pot nd nvet more n contructon to crete more tndrdzed nd complete tourm mngement mechnm, nd then expnd to the urroundng cluter of tourm reource to cheve the rdton effect nd eventully lrge-cle tourm ndutry re wll be bult. DOI: /487X Pge

7 Interntonl Tourm Mretng: An Anly on Xnjng Uygur Autonomou Regon (XUAR) of Me the bet of correlton effect mong ech ector of tourm to cheve the trnformton from tcet proft mode to comprehenve proft mode. The cler mjorty of XUAR tourm compne re mll bunee nd the mret relly mll wth low effcency nd nuffcent blte of product nnovton nd mret competton r retnce. Therefore, the mot urgent problem now how to chnge the development mode, encourge mll compne to perform jont mngement nd cheve tourm economy ncree wth government led. At the me tme, we lo need to me full ue of relted ndutre nd ntegrte tourm reource to chnge the trdtonl ncome mode of tcet ellng to comprehenve proft ytem of cterng, ccommodton, trnportton, ghteeng, commodty le nd entertnment. Wth the coordnted growth of ech ector, proftble ndutrl chn wll be formed eventully. Reference [] Unted Nton World Tourm Orgnzton 06, Tourm Hghlght 06 Edton [] Unted Nton World Tourm Orgnzton 06, World Tourm Brometer 06, Vol.4. [3] Unted Nton World Tourm Orgnzton 05, Tourm Hghlght 05 Edton [4] Chn Tourm Acdemy 06, Chn nbound tourm development nnul report 06. [5] Merrm Webter Dctonry, 07. [6] Towner, J., & Wll, G. (99). Htory nd tourm. Annl of Tourm Reerch, 8(), [7] Wlton, J. K. (009). Propect n tourm htory: Evoluton, tte of ply nd future development. Tourm Mngement, 30(6), [8] Cooper, C., & Hll, C. M. (008). Contemporry Tourm. Contemporry Tourm, [9] Dolncr, S., & Rng, A. (04). Tourm mretng reerch: Pt, preent nd future. Annl of Tourm Reerch, 47, [0] Volo, S. (04). Contemporry tourm n nterntonl pproch: nd Edn. Annl of Tourm Reerch, 45, [] Bttour, M., & Iml, M. N. (06). Hll tourm: Concept, prcte, chllenge nd future. Tourm Mngement Perpectve. [] Dwyer, L., Edwrd, D., Mtl, N., Romn, C., & Scott, N. (009). Detnton nd enterpre mngement for tourm future. Tourm Mngement, 30(), [3] Totou, R., & Rtten, V. (00). Future reerch drecton n tourm mretng. Mretng Intellgence & Plnnng, 8(4), [4] Dwyer, L., Foryth, P. & Dwyer, W. 00. Tourm Economc nd Polcy. Brtol: Chnnel Vew Publcton. [5] Sry,E.,Uyl,M.& Toepper,L.995.Meurng the performnce of South Croln` tourt ndutry from hft-hre nly: ce tudy,journl of trvel Reerch,Vol,No,pp [6] Stttc Bureu of Xnjng Uygur Autonomou Regon 006-5, Xnjng Stttcl Yerboo [7] Chn Ntonl Tourm Admntrton 006-5, The yer boo of Chn tourm tttc [8] John E.Hne &Den Wchern 04, Bune ForectngGret Brtn.Peron New Interntonl Edton. [9] Dv,J.C.003, Stttc nd Dt Anly n Geology,New Yor,John Wley nd Son. DOI: /487X Pge