Spa Tourism Marketing Strategy Research

The hot spring tour regards experiencing the culture of hot spring, realizing the spirit of hot spring as the theme, in the form of enjoying the health care of hot spring, lie fallow, spending holidays for the travel of the purposing. It rose in Europe, developed in North America, reached the great prosperity in Asia, especially Japan. Comparatively speaking, though the hot spring of our country has already utilized for thousands of years, it is only the course in decades to really develop the hot spring tour. As the travel industry of our country develops to vertical profound level, various kinds of travel resources are developed into the travel products in succession, the development of the travel resources of hot spring is paid much attention by the local government and tourist circle. Hot spring tour has already become another new developing travel theme in our country, after the mountains and rivers scene, large-scale amusement park, holiday village , theme park , city tour.Developing stage when the hot spring tour of our country has already stepped into mass tourism, the tourism development of hot spring will be not merely confined to the medical function of the hot spring, but develop to the multi-functional comprehensive tourism development of hot spring. So, it can be predicted that, building the environment for holidays of high quality, offering the diversification, high-grade health body travel products, possessing the comfortable and thoughtful travel service, and molding the distinct culture characteristic will become the new tendency of the development of hot spring tour.However, contrary to the flourishing development of hot spring tour, research work just starts in China, and it lacks corresponding theoretical direction, overall market analysis, systematic marketing tactics to study etc. Therefore, strengthening the research of the hot spring tour can help to solve the realistic problems that exist in the hot spring tour. At the same time, it hasimportant meanings for enriching travel geography, travel theory of planning etc. Because of this purpose, this paper carries on the research of the marketing tactics of the Beijing's hot spring travel, through relevant model analytical methods, such as data statistics and SWOT, STEP, VALS ,etc. The paper analyses the marketing environment, market segments, goal market of the hot spring tour market of Beijing, in order to confirm that the market orientation and marketing tactics of the hot spring tour of Beijing.