Research On Market Development Strategy Of TS Company Hot Spring Resort Project

In recent years, tourist market structure of hotspring tourism has changed, and hotpring tourism has integrated with leisure, culture, entertainment, ecological sightseeing, health wellness and agriculture experience deeply. TS hotspring tourist resort, one of the earliest developed hotspring tourist resorts in east China, is facing marketing problems of hotspring tourism.This paper reviewed the relevant theoretical research at home and abroad about hotspring tourism and marketing development of hotsrping tourist resorts. Based on the need hierarchy theory, expectation confirmation theory and service marketing theory, it deeply analyses the macro-environment, industry conditions and SWOT of TS hotspring tourist resort. Through tourist satisfaction questionnaire investigation, this paper analysed core elements affecting the market development, such as traffic environment, cultural atmosphere, product attractiveness, product quality, service efficiency and service quality. But there are also some problems in marketing activities, such as lack of cultural experience atmesphere, simple product structure, unreasonable product pricing, insufficiency of marketing channel, simple promotion means, low service quality and low tourist satisfaction. Take market as guide, culture as soul, "hotspring health wellness, enjoy the nature" as core value, this paper proposed six strategies such as product customation, combination pricing strategy, channel integration strategy, internet marketing strategy, culture experience strategy and talent cultivation strategy. This paper studies the marketing strategy of TS hotspring tourist resort, it is of great reference significance to cultivate the core competition of enterprises, accelerate development of TS hotspring tourist resort and solve the marketing problem for the similar enterprises.