营口虹溪谷温泉度假景区旅游营销策略研究

Toursim Marketing Strategy for Hongxigu Hot Spring Resort in Yingkou

温泉旅游是一种以调养身心、休闲娱乐为主要内容,以体会温泉沐浴文化为追求目标,并已逐步成为人们度假和休闲首选的旅游项目之一。然而目前各城市的温泉旅游景区竞争激烈,如何通过有效的营销手段来吸引更多的旅游者,是值得企业管理者关注的问题。通过以营口市虹溪谷温泉度假景区为例,对其进行实地调研,分析了该区的旅游营销现状,并研究了该区营销过程中具体问题的表现形式和内在原因,针对这些问题提出重视品牌建设、多种宣传手段并用、打造差异化产品、加强营销人员素质培养的适合营口市虹溪谷温泉度假景区旅游营销提升的对策。

Hot spring tourism is a kind of tourism with physical and mental recuperation, leisure and recreation as the main content and with experiencing the hot spring bath culture as the pursuit goal, which has gradually become one of the primary ways for people to take vacations and leisure. However, at present, the hot spring tourist attractions in various cities are facing fierce competition.How to attract more tourists through effective marketing is a problem that deserves the attention of enterprise managers. This paper takes the hongxigu hot spring resort in Yingkou city as an example, makes a specific analysis of its tourism marketing status, and studies the forms and internal causes of specific problems in the marketing process through practical investigation and research.