Research On Off-season's Marketing Strategy Based On Hainan Thematic Tourism Product

The seasonality of tourism is an important restriction factor for the development of tourism.Because of the small changes in the annual temperature,the off-season in tourism of Hainan appears to be long time.The off-season of tourism not only causes the waste of resources such as human resources and material resources,but also causes the social problems such as excessive expansion of tourist destination,labor employment insecurity and so on.In recent years,the government of Hainan has actively promoted the development of off-season tourism in Hainan,and has achieved some achievements.However,there are still some problems.Moreover,with the development of the times,the demand of people for tourism is changing.Travelers don't like a sightseeing tour anymore,they prefer a tour product that takes a theme and leads to a unique experience.Additionally,the theme tourism products are less affected by the seasonality.So taking the theme tourism product development as a breakthrough point,this paper discusses the countermeasures for off-season tourism in Hainan.Based on the existing relevant research,and the development status of theme tourism products in the off-season of Hainan,this paper construct the index system of influence factors of Hainan tourism will off-season from three aspects,including tourist characteristics,tourism resource characteristics and tourism product features,a total of 18 selected variables.Through the questionnaire survey on the tourists,off-season tourism intention at home and abroad,the detailed first-hand information has been obtained.Regression analysis using Logistic model,and 12 variables were finally passed the test of saliency.Among them,the variable of gender,age,culture degree has negative influence on the willingness of the off-season tourism,while other variables including tourism cognition,the abundance of natural tourism resources,abundance of cultural tourism resources,tourism resource attraction,off-season climate comfort conditions,the theme of tourism products,service level of tourism practitioners,government off-season tourism guide,off-season tourism product promotion has a positive impact on the willingness of off-season tourism.Using sub samples for regression,the results of the regression were relatively robust.Based on the results,this paper uses the classical 4P theory,puts forwards marketing strategies.The product strategies based on cultural tourism products,include emphasis on the theme refining,strengthen the integration of tourism resources,and adjust the structure of product design.The pricing strategies include implicit price,dynamic price,incremental price and bundled price.The channel strategies should cover online and offline channel.The promotion strategies are surrounded by event marketing,including advertising marketing and word-of-mouth marketing.Through the above all strategies,this paper build a full marketing system of thematic tourism products during the off-season of Hainan.This paper contributes to promote the development of off-season tourism in Hainan,and has certain guiding significance for the formation of the sustainable development of the tourism environment.