中国是澳大利亚入境旅游发展最快的客源国，中澳两国政府在推动该旅游市场的发展中均发挥了积极作用。文章从中国赴澳旅游市场发展、旅游市场行为表现、旅游时间特征3个方面详细分析了该市场特征，并对与此市场特征对应的澳大利亚入境旅游市场营销行为进行了分析。研究发现：中国赴澳旅游已经进入深层次旅游发展状态，表现出具有时代需求的休闲特征、购物特征、全年性特征。该市场变化主要缘于旅游自组织和促销作用的发挥，反映出的本质内涵是旅游发展类型的转变，及新时代旅游产业发展方向的转变。%China is the fastest - growing inbound tourism source countries to Australia, and the governments of China and Australia play a positive role in promoting the development of the tourism market. There has a detailed analysis of market charac- teristics of Chinese mainland tourists to Australia from three aspects. Market development, tourism market behavior, travel time characteristics, and Australian inbound tourism marketing behavior are analyzed correspondently. It is found that the market of Chinese tourists to Australia has entered a deep state of tourism development, which presents leisure, shopping and year - round features with times demands. The change of the market is mainly due to tourism self - organization and the marketing promotion; it reflects the essence of the type of changes in tourism development, and the change of the new era of tourism industry development.
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