三亚潜水旅游女性消费心理特征及营销策略

Psychological characteristics and marketing strategies of female consumption in diving tourism in Sanya

海南省是中国最具发展潜水旅游条件的胜地,三亚市旅游业把潜水旅游作为重点发展项目,但潜水旅游的女性旅游市场发展还处于初级阶段.旅游从业人员应从女性消费者角度出发,设计出符合女性消费群体需要的潜水旅游产品和服务.文章在阐述三亚潜水旅游发展现状和潜水旅游女性消费心理特点的基础上,采用问卷调查法分析影响三亚潜水旅游女性消费心理因子,并从大力优化潜水体验、运用价格的心理功能、提供优质服务等三个方面提出相应的营销策略,以促进三亚市潜水旅游项目的发展.

Hainan Province is the most developed diving tourism conditions of the resort in China.Sanya tourism takes diving tourism as a key development project,but the development of female diving tourism market is still in the initial stage.From the perspective of female consumers,tourism practitioners should design diving tourism products and services that meet the needs of female consumer groups.On the basis of elaborating the current situation of the development of diving tourism in Sanya and the characteristics of diving tourism female consumer psychology,this paper analyzes the factors affecting the consumer psychology of diving tourism women in Sanya by means of questionnaire survey,and puts forward corresponding marketing strategies from three aspects:vigorously optimizing diving experience,using the psychological function of price,providing quality services,so as to promote the development of diving tourism projects in Sanya City.