Study On Special Tourism Resources And Marketing Strategy Of West Lake

Hangzhou is known as the “paradise on earth” in the south of the Yangtze River.The West Lake scenic spot is already became a business card for “paradise on earth”.Hangzhou is known throughout the country because of the West Lake and has developed into a more sophisticated and developed tourist area.However,in recent years,with the continuous development of new tourist attractions and the continuous innovation of tourism models and products,the traditional tourism model has gradually failed to meet the growing demand of the public for tourism.Characteristic tourism has become an increasingly popular choice..In recent years,the biggest issue faced by West Lake development is how to maintain sustainable tourism growth.Therefore,it is particularly important to look for characteristic highlights in the tourist resources of the West Lake Scenic Spot and formulate corresponding marketing strategies according to the needs of the tourism market.This study takes West Lake Scenic Spot in Hangzhou as an example to analyze the characteristics of tourism resources and its marketing strategies.The main part of the paper covers the following three aspects:First,through the methods of data collection and site visits,and with reference to the theoretical knowledge of domestic and foreign tourism resources and characteristic tourism resources,the West Lake and other lake-type scenic spots in the country are compared and analyzed to extract the urban landscape.The close integration of natural landscapes,the supplement of the Imperial City's history and lakes,the display of the characteristics of humanities and traditional folks,and the integration of wisdom and innovation into the international cultural heritage area are highlights of West Lake's unique tourism resources.Secondly,through the SWOT analysis method,the advantages,disadvantages,opportunities and threats of characteristic tourism in West Lake Scenic Spot were analyzed in detail.Discover the disadvantages and threats of West Lake's unique tourism problems,and combine the existing location advantages,resource advantages,policy advantages,technological advantages,and opportunities for internationalization and industrial transformation to summarize the corresponding strategies.The WO,ST,and WT response methods lay the foundation for the subsequent development of marketing strategies.Thirdly,according to the classification characteristics of tourist groups,the type of tourism resources in West Lake scenic spot,the survey of tourists' preferences and the different preferences of Hume's design,the survey of tourists in West Lake Scenic Area was conducted.The software such as SPSS and EXCEL was used to verify the validity,reliability and relevance.Based on the analysis,it is concluded that there are problems such as the lack of prominent characteristics of the West Lake scenic spot,over-traditional tourism routes,and the need for public services to be improved.Finally,based on the questionnaire analysis results and the solutions proposed by SWOT analysis,we propose a marketing strategy to strengthen the brand of international cultural scenic spots,develop new tourism product lines,combine marketing with various modes,enhance smart services,and improve public services.