Research On The Relationship Between The Business Situation And Cooperative Marketing Of Hainan High Star-rated Tourist Hotels Under The Background Of Region Based Tourism

The definition of region based tourism indicated that tourism should play the leading role on improving regional development.As one of the provincial demonstrative region,Hainan Tourism industry should build a strong-to-strong and strong-carry-weak alliance at the microscopic practice level,so to avoid homogeneous competition and waste of resources;marketing subjects should together develop the co-marketing strategy to promote the grand image of Hainan Tourism effectively.Hotel industry is one of the traditional three pillar industries of tourism.Regarding to effectivelydevelopco-marketing strategic for the hotel industry has become a quite valuable project both theoretically and practically.This article is on the basis of practical observation and investigation experience of Hainan tourism industry,to study how business operation of star-hotels impact on co-marketing under the background of region based tourism,to analysis the regular patterns between marketing subjects upon co-marketing in Hainan tourism market,to provide decision-making references for referred market subjects and government administrative departments upon promoting co-marketing among Hainan hotel industry.First of all,this article systematically reviews and summarizes the concept of region based tourism and the referred researching findings upon co-marking,then combines the researcher's findings&the realities of the star hotels including the connections between business operation.cooperation capability?cooperation desire?levels of trust and cooperation behavior,defines the relationship between variables then followed by the corresponding assumptions.Then,uses descriptive statistical analysis?the credibility and validity analysis and regression analysis to test the hypothesis,and in the end based on the data,the following conclusions are drawn:(1)Excellent business operation will stimulate the cooperative marketing behavior of the hotel;(2)Cooperation capability plays mediating role in the relation between business operation and co-marketing,that means excellent business operation will enhance the cooperation ability of the hotel,to partially stimulate the co-marketing behavior;(3)Cooperation desire is not able to play mediating role in the relation between business operation and co-marking behavior.The major cause is excellent hotel business is not cable of enhance the cooperation desire.That is to say,co-marketing can not be stimulated by improving hotel business operation.(4)The level of trust will partially play the mediating roll in the relation between business operation and co-marking.That is to say excellent business operation will bring up the level of trust form co-marketing partner then will stimulating the co-marketing behavior.The study reveals the regular patterns through the quantitative analysis in the conclusion of this article and gives some specific marketing suggestions upon co-marketing projects for the hotels?government and referred associations.