论文总字数：15440字

摘 要

旅游服务贸易隶属于国际服务贸易，指的是一个地区的旅游从业人员利用可控制的旅游资源向来自其他国家或者其他地区的旅游服务消费者提供旅游服务并且借此来获得利润的行为。旅游服务贸易一般分为两种。第一种为国外旅游者入我国境内进行旅游服务活动，又称为国际收入游，其第二种就是我国旅游者前往境外开展旅游活动，又被叫做国际支出游。随着国民收入人均GDP的不断提高，我国旅游业也在稳定逐年上涨，再加上我国政府政策的大力扶持，旅游服务贸易也不断扩大版图，从沿海和发达城市不断向内陆延展，旅游服务贸易已经覆盖全国，旅游经济在国民经济中占有十分重要的战略性地位。就整体而言，江苏入境旅游市场近几年发展势头较好，从近十年的旅游数据来看，2001-2010十年间，江苏省旅游入境人数从183万人次增长迅速，达到636万人次，平均每年增长率超过11%。旅游外汇收入翻了3.5倍，增长速度较快。目前江苏省旅游外汇在全国众多省市中排名第四位，居于广东，上海，北京之后。根据2019年统计局数据分析，江苏省入境游发展迅速，据中商情报报道：2018年1月-6月江苏省总接待游客人数达到202万人次，同比去年增长约为17.1%。因此，在此背景下，对江苏省旅游服务贸易进出口的现状和制约因素进行调查，剖析江苏旅游服务贸易发展面临的挑战，针对这一调查结果进行分析，具有深远的意义，可以提出进一步发展江苏省旅游服务贸易出口的对策。本文通过借鉴其他学者理论成果和实践经验，浅析了江苏省旅游服务贸易现状，并且指出江苏省旅游服务贸易中所出现的几种问题，例如旅游服务贸易纠纷，旅游产业发展失衡，旅游产品缺乏竞争力缺乏品牌效应，旅游资源得不到科学开发等。最后提出自己的观点，认为江苏省旅游服务贸易想要持续增长，必须要科学开发旅游资源，大力开发新的旅游产业产品，优化产业结构，提高品种数量及质量，与此同时从根本上解决导游回扣现象，解决旅游服务人员的后顾之忧，希望以上措施可以促进江苏省旅游服务贸易健康发展，提高江苏省旅游服务贸易的市场竞争力。

关键词：服务服务；旅游产业；导游回扣

Abstract

Tourism service trade is a kind of international service trade. It refers to the behavior that a country or region's tourism practitioners use controllable tourism resources to provide tourism services to other countries or regions'tourism service consumers and get remuneration. Tourism service trade can be roughly divided into two categories. First, it refers to the inbound tourism of foreign tourists, i.e. international income tourism, and secondly, it includes outbound tourism of tourists, i.e. international expenditure tourism. With the continuous improvement of per capital GDP of national income, China's tourism industry is also steadily rising year by year. With the vigorous support of our government policy, tourism service trade has been expanding from coastal and developed cities to inland areas. Tourism service trade has covered the whole country, and tourism economy plays a very important strategic role in the national economy. On the whole, the inbound tourism market in Jiangsu has developed well in recent years. According to the tourism data of the past ten years, the number of inbound tourists in Jiangsu Province increased rapidly from 1.83 million to 6.36 million in 2001-2010, with an average annual growth rate of more than 11%. Tourism foreign exchange revenue has increased by 3.5 times, with a rapid growth rate. At present, Jiangsu's Tourism Foreign Exchange ranks fourth among many provinces and cities in the country, behind Guangdong, Shanghai and Beijing. According to this year's overall data, Jiangsu's inbound tourism has developed rapidly. China Business Intelligence Network News: In the first half of 2018, Jiangsu Province received 201.05 million tourists, an increase of 16.8% over the same period last year. Therefore, in this context, it is of far-reaching significance to investigate the current situation and restrictive factors of the import and export of tourism services trade in Jiangsu Province, to analyze the challenges faced by the development of tourism services trade in Jiangsu Province, and to analyze the results of this survey, so as to put forward countermeasures for further developing the export of tourism services trade in Jiangsu Province. Based on the theoretical achievements and practical experience of other scholars, this paper analyses the current situation of tourism service trade in Jiangsu Province, and points out several problems in tourism service trade in Jiangsu Province, such as disputes in tourism service trade, imbalance in tourism industry development, lack of competitiveness of tourism products, lack of brand effect, and lack of scientific development of tourism resources. Finally, the author puts forward his own viewpoint that in order to maintain the growth of tourism service trade in Jiangsu Province, we must develop tourism resources scientifically, vigorously develop new tourism industry products, optimize industrial structure, improve the quantity and quality of varieties, and at the same time fundamentally solve the phenomenon of tour guide rebates, and solve the worries of tourism service personnel. It is hoped that this will improve the competitiveness of tourism service trade in Jiangsu Province.

Key words: service; tourism industry; tour guide rebate

目录

摘要......................................................................................................................................................................Ⅰ

Abstract................................................................................................................................................................Ⅱ

第一章 绪论 1

1.1 研究背景和意义 1

1.2 研究目的和内容 1

1.3 研究方法和思路 1

1.4 主要概念的界定 1

第二章 理论与文献回顾 2

第三章 江苏省旅游服务贸易现状 3

3.1入境游占据较大市场，创收能力日益提高 3

3.2 入境旅游客源市场比较集中 4

3.3 江苏省出境游市场迅猛发展 5

第四章 江苏省旅游服务贸易存在的问题 6

4.1 江苏省内旅游产业发展水平不均衡 6

4.2旅游资源没有得到科学开发 7

4.3 缺乏国际化标准的旅游服务 7

4.4旅游服务贸易纠纷日渐增多 8

第五章 江苏省旅游服务贸易发展对策 8

5.1大力开发新的旅游产业产品，优化产业结构，提高品种数量及质量 8

5.2提高江苏省旅游服务贸易的技术水平 9

5.3实现旅游产品品牌化，加大海外市场促销力度 9

5.4充分发挥政府在江苏省旅游产业服务贸易中的宏观调控作用 9

5.5解决旅游服务人员的后顾之忧 10

致谢 12

参考文献 13

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