温泉旅游市场拓展策略研究——以贵阳市乌当区温泉城为例

Study on the strategy for expanding the hot spring tourism market ——A case study of the hot spring city in Wudang,Guiyang

温泉旅游产业已经成为中国休闲产业的龙头,一种全新的休闲度假方式——温泉生活方式已经形成。但从整体而言,中国温泉旅游仍处于发育期,其产品形态、市场形态和结构形态均不够成熟,存在诸多问题。从旅游者消费行为特征研究入手,以贵阳市乌当区温泉城为例,以分析旅游者的消费行为特征的角度,以营销4P理论为基础,从产品、市场渠道、促销等方面提出其旅游市场的拓展策略。

Hot spring tourism industry has become the leading leisure industry in China and a new leisure fashion - hot spring lifestyle. Generally speaking, however, the hot spring industry in China is still in its developmental stage, with many problems in the form of its products, market and structure. Starting from the characteristic of con- sumers＇behavior,and with the case of the Spring City in Wudang, Guiyang, the paper analyzes the feature of tourists consumption, while, with 4 p theory as the basis, it puts forward the strategies for expanding its tourism market.