雪虎长隆旅游景区度假型酒店营销策略研究
陈春琼
摘要:随着社会的发展和人们生活水平的提高。居民的闲暇时间增多,对文化精神需要增强,推进了社会旅游事业的发展。旅游事业的发展趋势渐渐由传统观光型向度假型旅游转变。这也直接导致了传统的旅游产业转型,旅游景区和度假型酒店的结合为人们提供了前所未有的服务创新。旅游业迎来了前所未有的蓬勃发展。现在旅游市场对于酒店特别是旅游景区度假型酒店的需求非常旺盛但同时也带来了很多经营存在的问题。企业也开始针对不同的问题开始制定合适自身的营销战略。本文对广州长隆旅游景区度假型酒店现状进行深入探索,指出其存在的问题提出解决的对策,促进中国旅游事业茁壮成长。
爱的供养新版
关键词:度假型酒店;旅游景区;营销策略;市场需求
Research on Marketing Strategy of Holiday Hotels in Changlong Tourism Area
By
Chen Chunqiong
March天官赐福名句,2020
Abstract: With the development of society and the improvement of people's living standards. The leisure time of residents has increased, the need for cultural spirit has increased, and the development of social tourism has been promoted. The development trend of tourism industry has gradually changed from traditional sightseeing to holiday tourism. This has also directly led to the transformation of the traditional tourism industry. The combination of tourist attractions and resort hotels has provided unprecedented service innovation. The tourism industry has ushered in an unprecedented boom. Nowadays, the demand for hotels, especially tourist resorts, is very strong, but it also brings a lot of problems in business. Companies are also beginning to develop their own marketing strategies for different issues. This paper deeply explores the current situation of the resort hotels in Guangzhou Changlong Tourism Scenic Spot, pointing out that the existing corporate marketing concepts are lagging behind, unable to meet the differences
in demand, single promotion channels, etc., and propose solutions to the corresponding problems, and promote the prosperity of China's tourism industry. growing up.
Keywords:面筋汤 resort hotel; tourist attraction; marketing strategy; market demand


1 绪论
1.1 研究的背景
为了释放生活、工作等事情带来的压力,居民有闲有钱的时候便会追求放松、愉快的生活方式,更加注重健康和享受的高质量的生活方式。因此旅游度假逐渐掩盖了传统的旅游观光的光芒。
上个世纪90年代初,我国旅游资源丰富。这些旅游资源为了更好被利用,我国旅游业将我国的旅游业进行转型。12个国家旅游度假区被建立在成熟的旅游景区,象征着我国度假型
旅游正式开始。旅游度假市场前景广阔,潜力无限。因此酒店业也随着我国旅游业迅猛发展起来。酒店数量迅速增长,但是在这种大环境下,酒店业的发展越来越成熟,人们对于酒店的选择也越来越多样化,更趋向于个性化、差异化。旅游景区的度假型酒店正是面临着巨大的市场份额挑战,并且市场机会也会被剥夺走。
1.2研究的意义
酒店必须清楚自身的市场定位,结合市场风向,积极想办法应对,重新审视自己市场地位、营销渠道也要相应地拓展开来,吸引新的消费体,制定有效且实际的营销策略。从而提高自身的营销能力。这样才能实现长久稳定发展的目标。本文已广州长隆旅游景区的度假型酒店为研究对象,结合已有的数据,对长隆旅游景区的度假型酒店进行分析,运用市场营销知识,提高酒店营收和客流量。同时协助酒店维持长久的竞争能力和领先能力。通过现在存在的问题针对相应的难题提出解决对策。使旅游景区度假型酒店在同行业同类型竞争中形成自身有的特,脱颖而出。[1]