客源市场结构变化是影响旅游地发展战略的主要因素。南京市入境旅游客源市场结构的偏离一份额分析结果表明，南京市入境旅游客源市场总体竞争力较弱，入境旅游总体发展速度低于全省平均水平，市场结构处于不利地位。亚洲市场是南京入境旅游客源的主体，韩国市场对南京入境旅游增长速度明显减缓，欧关旅游市场对南京入境旅游增长具有潜在贡献。南京市应培育多元化客源市场，更新旅游产品体系，加强宣传促销力度，提高旅游环境精致化水平。%The change in the market structure of tourist resources is a major influential factor in the making of the developing strategy of tourist destination. The shift-share analysis of the structure of Nanjing＇s inbound tourist source market shows that Nanjing has a relatively weak competitiveness in its inbound tourist source market, but the overall growth rate is below the average level of Jiangsu province and it is in the disadvantageous position in this market competition. Asian tourists account for most of Nanjing＇s inbound tourist source market, the increase of the South Korean tourists has slowed down noticeably, whereas European and American tourists make great contribution to Nanjing＇s inbound tourist source market. Nanjing city should diversify the market, update tourism products, strengthen the work of advertisement and sale and improve tourist services.
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