Study On The Destination Marketing Strategy Of Tianjin Dongli Lake Hot Spring Resort

With the development of social economy and the improvement of people’s livingstandard, more and more people began to embark on a trip. Tourism as a "smokeless""permanent" emerging industry, has become one of the most important sources of ournational economy. Tianjin Dongli Lake Hot Spring Resort located between TianjinBinhai New Area and the core area, with convenient traffic conditions. It also has thefamous "China town of hot springs," national water scenic area, national AAA levelscenic spots and tourist attractions. So the Dongli Lake Hot Spring Resort has beenConstructed to become Tianjin city tourism leading industries and key constructionprojects. However, the current Dongli Lake Hot Spring Resort’s tourism industry didnot expand on the expected development rapid, the fundamental reason is that thereare some problems, such as the outdated marketing concept, the lack of brand image,the low level of information management, in the tourism marketing process of DongliLake Hot Spring Resort. Thus reasons affect the creation of tourism image andproduct promotion propaganda of the Dongli Lake Hot Spring Resort.This paper studies the marketing status and the marketing strategy of DongliLake Hot Spring Resort by using the relevant theories and knowledge of marketing,tourism marketing and statistics, and through utilizing the method of combiningtheory and empirical analysis. Based on the research of marketing strategy of tourismdestination, the article uses the basic theory and method of tourism destinationmarketing to the marketing management of Dongli Lake Hot Spring Resort. Methodsused in this paper is mainly reflected in: the basic situation of Dongli Lake Hot SpringResort; the use of the PESTG and the Potter five forces models to analyze themarketing macro and micro environment of Dongli Lake Hot Spring Resort; the useof SWOT model to analyze the Dongli Lake Hot Spring Resort summary marketingadvantages and disadvantages, opportunities and threats; the use of the marketingstrategy of STP to analyze the target market and market positioning of destinationregion; the use of AHP to analyze the attract tourists degree of Dongli Lake HotSpring Resort’s8big tourism projects.Through the study, we found that: The Dongli lake resort’s domestic targetmarket is locked in the Beijing, Tianjin and surrounding areas, it’s foreign market is locked in HK, Macao, Taiwan and Japan, South Korea, Singapore, American,Malaysia; The tourism products are positioned in the characteristics of ecologicalleisure and green environmental protection; The travel form is positioned in theemerging way of travel, such as tourism in the individual tourism. Finally we draw theconclusion that: When Dongli Lake Hot Spring Resort is in the formulation andimplementation of marketing strategy, it should take different tourism projects intoconsideration, and make different marketing strategies for the different tourismprojects; And when it formulates the whole regional marketing, it should combinemany marketing mode, to promote the regional fame and to strive for greater marketspace.