Research On The Development And Marketing Strategy Of Tourism Products In Haikou

As the provincial capital of Hainan, Haikou has various, affluent and excellent tourism resources and ascendant political and economical advantages. However, the tourism of Haikou doesn’t develop well, it plays a awkward role in the market. The expanding and marketing problems leads to this situation. First, this paper based on the tourism needs of the tourists, analyzes the data about the tourism products developing and the demands of market which were collected from the questionnaires designed according to the tourists’ preferences, experiences and demands, investigations, the interviews, the files. Second, this paper analyzes the advantages, disadvantages, opportunities and risks of Haikou tourism products and the demands of market, provides the Haikou tourism products should be the ecological coastal tourism including geological and geomorphic parks, rare animals and plants, the source of local culture, the golf and other sports facilities. Third, this paper focuses on the specialty and innovation of Haikou tourism products, through the providing of special and tourist experiencing products and the all-around one-stop tourism services to meet the various needs of market and to popularize effectively. Finally, this paper applies the 4P marketing strategy, advises the collected marketing with the government, the tourism guild, the tourism enterprises and the related industries from the products, prices, sales promotions, sale channels, advises to utilize the marketing experience and interactivity by internet, advise to cooperate with the competent operators to enlarge the market, to promote the Haikou tourism marketing to the all-around tourism destination.