Structural Analysis of Inbound Tourism Market of Shandong Province Based on SSM Model

Changes of the tourist market structure are the main factors affecting the formulation of tourism development strategy. The main overseas tourist sources in Shandong Province were chosen as the samples. The basic characteristics, geographic concentration trend and market structure of inbound tourists of Shandong Province were studied by using geographic concentration index and shift-share method, taking the statistics of inbound tourists in Shandong Province and China as basic data. The results showed that, during 2000-2015, the number of inbound tourists in Shandong Province increased significantly. The basic consumption of inbound tourists accounted for more than 60% of the total consumption structure. The main purpose of tourism was to engage in economic and commercial activities and tourism, the geographic concentration index of inbound tourism increased at first and then decreased. The highest structural status of tourist source country was South Korea, which had the strongest growth rate, structural contribution rate and competitiveness. Shandong Province’s inbound tourist source market had developed rapidly and had strong competitiveness, and its position in the country was on the rise. Finally, this paper presented some suggestions on targeted marketing and destination development.