Transition of Travel Destinations of Japanese Package Tours to China by Newspaper Advertisements

摘要

It is thought that China will have huge influence power to the international tourism market of the world in the near future. Through analyzing the travel products published in newspaper advertisements from 1980 to 2004, we try to elucidate the historical transition of travel destinations and its primary factors in the present study. With the average and change rate of the appearance rates, we divided the 103 destinations into 13 patterns, among which Beijing and Shanghai were always important destinations. From 1980 to 1994, destinations were limited to famous and familiar tourism spots. In 2004, with the development of infrastructure and popularity of China travel, original as well as newly discovered destinations became much more populated. Hong Kong played the role of gateway or relay city in the age when the infrastructure in China was insufficiently established. Change of tourism policy of Chinese government also played critical role in destinations change. The registration of World Heritage influenced destination selection of China travel. The tourism promotion activities by Chinese government as well as mass communication media in sending country Japan contribute to the destinations change.