温泉旅游产品营销策略分析——三亚某温泉旅游度假区为例

随着旅游业的不断发展,旅游市场竞争日趋激烈,旅游营销在旅游企业发展中所占的地位越来越突出。本文结合国内外温泉旅游的相关研究,升华对温泉旅游营销相关理论的理解。针对三亚某温泉度假区的实际情况,通过宏观和微观营销环境分析,指出它存在的问题,依据6PS制定相应营销对策,为该度假区可持续发展提供参考。

Hot Spring Tourism Products Marketing Strategy Analysis

With the continuous development of the tourism industry, tourism market competition is intense; tourism marketing becomes more and more important. This Article studies the domestic and foreign Hot spring tourism theory, It is aimed at the actual condition of Sanya Hot spring Resort, resort macro environment and micro marketing environment, pointed out that the resort has the problem, according to the 6PS marketing strategy marketing strategy accordingly. It provides some advices for the resort area better development.