ZHENG C X, ZHENG Y W.Research on influencing factors and countermeasures of inbound tourist market of world heritage sites based on the Gravity Model[J].Journal of Henan Polytechnic University(Natural Science) ,2023,42(6):96-102.

doi:10.16186/j.cnki.1673-9787.2022040051

Received:2022/04/12

Revised:2022/06/16

Published:2023/11/25

Research on influencing factors and countermeasures of inbound tourist market of world heritage sites based on the Gravity Model

ZHENG Chunxia1,2, ZHENG Yawen3

1.Institute of Commerce，Minnan Normal University，Zhangzhou  363000，Fujian，China;2.Key Laboratory of Business Big Data Analysis and Application in Fujian Provincial Universities，Minnan Normal University，Zhangzhou  363000，Fujian，China;3.School of Architecture and Planning，Jilin Jianzhu University，Changchun  130000，Jilin，China

Abstract:Abstract：In order to analyze the inbound tourist market of world heritage sites，Zhangzhou，which has the World Heritage Fujian Tulou，was taken as an example.Based on the modified Gravity Model，nine explanatory variables were introduced：GDP of tourist destination，GDP and total number of tourists in the source country，currency exchange rate，distance between the two places，total import and export trade，round-trip ticket price，visa exemption and cultural identity，to verify the feasibility of the market Gravity Model of inbound tourists.The research showed that five factors：the GDP of the source country，the total population of the source country，the distance between the two places，the total amount of import and export trade and the visa exemption had a certain influence on the number of inbound tourists.The conclusion was that there was a positive correlation between the GDP and total population of the source country and the inbound tourists flow；the distance between the two places was negatively correlated with inbound tourists  flow；the total amout of import and export trade between the two places and the visa exemption were positively related to the inbound tourists flow.The research results can provide guidance for the division of primary，secondary and opportunity markets and opportunity markets， and put forward corresponding development suggestions.

Key words:Gravity Model;world heritage site;inbound tourism;source market;influence factor

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