Research on Inbound Tourism Source Markets of Hainan Province Based on the Preference Scale

Abstract

Using the model of preference scale, we can do empirical analysis for the change characteristics of inbound tourist source market of Hainan Province from 2005 to 2014. The results shows that the inbound tourism source markets of Hainan province mainly include Russia, Singapore, Germany and Malaysia. Preference scale is of great national differences and most countries’ trend is stable. According to the results of empirical analysis, we put forward the policy recommendations that taking measures to stabilize Southeast Asian market and doing more promotions aiming to Russia, Germany and other European countries.