ANALYSIS OF CONSUMPTION STRUCTURE FEATURED BY INBOUND TOURISTS IN ZHEJIANG PROVINCE

Yu Tong

ABSTRACT: In accordance with the data related to the inbound tourism in Zhejiang province from 2006 to 2015, and based on the Excel software, the consumption structure of inbound tourists in Zhejiang province is analyzed. As, the result indicates, the average daily consumption per capita of inbound tourists in Zhejiang province is slightly higher than that of China, whereas this advantage is being declined progressively. Q, the consumption level index of inbound tourists in Zhejiang province, is lower than 1, indicating that the consumption level of inbound tourists in Zhejiang province lags behind the development of foreign exchange receipt from tourism in the increase, and the consumption of inbound tourism in Zhejiang province is deemed as the retarded type consumption. Under the structure of Zhejiang’s inbound tourism consumption, the basic consumption takes up over 60% of all years’ data, and the β, the advanced index of inbound tourism consumption, is valued less than 1 among all years’ data. Hence it is bespoken that the inbound tourism consumption in Zhejiang province is unreasonably structured and not coordinated with inbound tourism industry in Zhejiang province in development, and the inbound tourism supply shall be optimized in structure.

Keywords: Zhejiang province, inbound tourist, consumption structure.