CAJ | 학술논문

在旅游供给研究中，重视在线旅行社发展的同时，不应忽略传统旅行社在地理实体空间的布局特征及其变化趋势。目前，对中微观尺度的都市区传统旅行社的空间布局研究相对薄弱，实证研究尤为缺乏。文章以旅游百事通在重庆主城区的195家零售门店为例，从都市区的中微观空间尺度分析了旅行社零售门店的空间集聚和空间关联特征，比较了商圈、社区和临街等不同分布类型的门店销售等级差异。结果表明：（1）旅行社门店呈现出较明显向城市商圈、交通设施和大型社区集聚的特征；（2）在城市内部，旅行社与其他城市生活服务业呈现出消费者主导型、商品主导型、竞争性关联和互助性关联等多种类型的空间关联关系；（3）商圈与非商圈门店、临街与写字楼门店的销售等级存在显著差异；社区与非社区门店、干道与非干道门店的销售等级差异均不明显。
재여유공급연구중，중시재선여행사발전적동시，불응홀략전통여행사재지리실체공간적포국특정급기변화추세。목전，대중미관척도적도시구전통여행사적공간포국연구상대박약，실증연구우위결핍。문장이여유백사통재중경주성구적195가령수문점위례，종도시구적중미관공간척도분석료여행사령수문점적공간집취화공간관련특정，비교료상권、사구화림가등불동분포류형적문점소수등급차이。결과표명：（1）여행사문점정현출교명현향성시상권、교통설시화대형사구집취적특정；（2）재성시내부，여행사여기타성시생활복무업정현출소비자주도형、상품주도형、경쟁성관련화호조성관련등다충류형적공간관련관계；（3）상권여비상권문점、림가여사자루문점적소수등급존재현저차이；사구여비사구문점、간도여비간도문점적소수등급차이균불명현。
The spatial distribution of tourism supply is a major issue in the traditional agenda of tourism geography research. In association with the remarkable increase in the online tourism market in recent years, the development of online travel agencies is drawing increasing attention from international tourism academics. In the meantime, relatively little effort is being devoted to the exploration of the spatial distribution of traditional travel agencies and their evolution at different geographical scales. Empirical study at the scale of the metropolitan area is notably sparse, especially in China, where ＇travelling＇ is becoming increasingly integrated into the life of urban residents. Taking the 195 branch shops of Travelling Bestone, the biggest travel agency group in the southwestern Chinese city of Chongqing as a case study, this paper examines the spatial distribution of these branch shops in the metropolitan area of the city in terms of their spatial agglomeration, their spatial association, and the interrelationships between their location and their marketing performance. The study found that：（1） Branch shops tend to agglomerate in CBD areas and urban communities, adjacent to urban main roads. In particular, locating in urban communities indicates that travel agencies have now recognized the significance of the urban resident market, and therefore are endeavoring to provide convenience for this market in terms of travel consultation and reservation. （2） Branch shops share multiple types of spatial association such as customer-oriented, product- oriented, competition-based and mutual-benefit relationships with other urban life-service facilities in the metropolitan area. For the convenience of urban residents, the shops prefer to locate in supermarkets such as Wal-Mart, Carrefour and Lotus, showing a potentially customer-oriented association between daily consumption and travel consultation and reservation. In terms of product- oriented association, the branch shops present themselves as a necessary component of the urban commercial association system by their positioning in CBD shopping malls, business complexes and department stores. Moreover, the study shows that the positive effects of the spatial agglomeration gained by residing in the same business buildings in the CBDs are clearly acknowledged by the travel agencies. In addition, the advantage brought by the commercial connection between hotel operators and travel agencies is being increasingly taken up by their establishment in the lobbies of highly-rated hotels to cater to the need of business travelers. （3） With regard to marketing performance, first, the study reveals that the performance of CBD- located shops is statistically better than that of non-CCBD shops, and the CBD remains a most favored location for travel agency outlets. Second, the whole urban community area is increasingly becoming a prior location choice for travel agency shops, in recognition of the fact that travel is a necessary part of modem urban life. Third, shops on the ground floor directly facing main streets do not necessarily receive a competitive advantage from that location when compared with non-ground-floor shops. Fourth, the marketing performance of shops close to main roads is no better than of those far away from these locations, which means that the competitive advantage brought by transportation convenience should be more carefully considered.