Abstract:

Italy is one of China's most important tourist countries in South Europe. Based on official statistics and big data, this paper analyzes the characteristics of Italian visiting-China market in depth. The results show that: ①In terms of the inter-annual development stages, the Italian visiting-China market has gone through two main stages of volatile growth and steady development since 1980. ②In terms of demographic characteristics, Italian tourists are mostly male, youth, and business type. ③In terms of seasonal changes during the year, the peak seasons are mainly from March to May and July to November, the normal seasons are January and June, and the off-seasons are February and December. ④In terms of the spatial distribution of tourists, the regions most visited by Italian tourists are Shanghai, Zhejiang, Beijing, Shaanxi, Guangdong, Yunnan and some other provinces. ⑤In terms of air passenger behavior preference, inbound air passengers mainly book through retail travel agencies, mostly choose economy class, and stay in China for a long time. ⑥In terms of total per capita consumption and composition, tourists have strong spending power, and their consumption is based on basic consumption such as long-distance transportation, accommodation, catering, and scenic sightseeing.Finally, in order to provide theoretical guidance and practical enlightenment for the development of China's inbound tourism in the post-pandemic era, this paper puts forward market recovery suggestions in the fields of restarting the China-Italy culture and tourism year, business tourism market, improving the level of tourist facilitation, and deepening the inbound tourism industry chain.

Key words: visiting-China market, market recovery, inbound tourism, post-pandemic era, Italy

摘要：

意大利是我国入境旅游市场在南欧地区的重要客源国。本文以官方资料和大数据统计为基础，对意大利旅华客源市场特征进行了深入分析。结果表明：①在年际变化方面，意大利旅华客源市场自1980年以来历经波动增长和稳步发展两个主要阶段。②在人口统计学特征方面，意大利游客以男性、青年以及商务型居多。③在年内季节性变化方面，旺季主要为3—5月、7—11月，平季为1月、6月，淡季为2月、12月。④在游客在华空间分布方面，意大利游客到访最多的区域是上海、浙江、北京、陕西、广东、云南等省份。⑤在航空旅客行为偏好方面，入境航空旅客主要通过零售旅行社预定，多选择经济舱，在华停留时间较长。⑥在人均总消费及构成方面，游客消费能力强劲，多以长途交通、住宿、餐饮、景区游览等基本消费为主。最后从中意文化和旅游年、商务旅游市场、游客便利化水平、入境旅游产业链等方面提出市场恢复对策，以期为后疫情时代我国入境旅游的发展提供理论指导和实践启示。

关键词: 旅华客源市场, 市场恢复, 入境旅游, 后疫情时代, 意大利