江垭温泉度假村旅游产品再开发策略分析

The Re-exploitation Stragegies of Tourism Products for Jiangya Hot Spring Holiday Village

近几年来,温泉旅游在国内迅速发展,然而,温泉旅游产品开发效仿现象也日益严重。以张家界市慈利江垭温泉度假村为例,在介绍江垭温泉度假村概况及游客问卷调查的基础上,提出江垭温泉度假村旅游产品重新定位、设计宣传口号、引入土家民俗文化、借名牌发展的四大开发策略。

Recent years wimessed a rapid development of hot spring travel at home, However, the existing imitation phenomenon of hot spring product is becoming increasingly serious. The article takes Jiangya Hot Spring Holiday Village of Cili in Zhangjiajie City for example and proposes four strategies of re - orientation, designing propaganda slogan, melting the folk custom culture of Tuehia nationality into the product as well as resorting to brand for development based on an general introduction to Jiangya Hot Spring Holiday Village and a tourist questionnaire survey.