Study On Tourism Marketing Strategy Of Luofu Mountain Hot Spring Tourism Resort Town

At present,a number of policies have been introduced from the national,provincial and municipal levels to promote the rapid development of tourism featured towns.Luofu mountain hot spring tourism resort town mainly consists of three main parts,namely Luofu mountain scenic spot,Luofu mountain spa resort and the Sangzao town area around Luofu mountain well as the rural tourism resources in Xiaoba tourist town.Hot spring tourism resort town takes the tourist attractions and spa resort as the core,the rural tourism resources in the small town are complementary to the hot spring tourist off-season.After it was built,the hot spring product of Luofu mountain tourism resort town has begun to take shape.The image of hot spring tourism town is located as “the ancient Hot Spring Bay,the cozy Luofu Mountain”,and it has become the preferred tourist destination for the local and surrounding tourists to experience the hot springs.Mianyang City proposed to take the construction of Luofu mountain Hot Spring Tourism resort town into key construction project,build a tourist industry cluster with a special feature of hot spring treatment and rural leisure,further create a national tourist resort,make it become the leader that develops region-based tourism in Anzhou district.Although the Luofu Mountain Hot Spring Tourism resort town has had a certain influence on the local and surrounding areas,there are still many problems in Luofu Mountain Hot Spring Tourism resort town,to some extent hindered its rapid development.How to improve the marketing level of hot springs tourism resort town is an urgent problem to be solved.Based on the modern marketing strategy theory and marketing combination theory,this paper analyzes the current situation of tourism development and the problems faced by Luofu mountain hot spring tourism resort town,and put forward the corresponding countermeasures and suggestions.Through investigating the Luofu mountain hot springs tourism resort town management institutions,Luofu Mountain Scenic Area Tourism Development Corporation,The Springs Hotel management,catering business and tourists and interviews,and delivering questionnaire with the help of scenic spot development enterprise,hot spring hotel and catering enterprise,the study has collected real and reliable material and data and improved the objectivity and effectiveness.Through in-depth analysis,it is found some problems that(1)Luofu mountain hot springs tourism resort town plan is at the preliminary stage at present,the time of its construction and development is not long,brand awareness is not high,about 90% of tourists come from Sichuan Province,including Chengdu,Deyang and Mianyang;(2)Tourists take the group and self-drive as the main way of traveling;(3)The characteristics of the off-season and the peak season are prominent;(4)Hotel and catering service staff are generally low education,mainly are high school education and below,and lack of talents in tourism major;(5)There are various channels for tourists to obtain tourist information about hot springs tourism resort town,but the propaganda strategy is not integrated,the effect of propaganda is not obvious,and the construction of Intelligent Tourism is lagging.On this basis,this paper puts forward some suggestions,for example,improve the industrial structure,cultivate innovative tourism,strengthen the construction of talent team,organization and management,activities planning,platform construction,and integrated publicity and so on.It is feasible countermeasures and measures to further development for Luofu mountain hot spring tourism resort town to create a tourist destination with the characteristic of the recovery and maintenance and the folk culture experience center.This paper takes Luofu mountain hot springs tourism resort town as a case study,not only can provide an intellectual basis for improvement the level of development,and pointed out the direction for the development and construction of Luofu mountain hot spring tourism town,but also conducive to integrating the tourism resources,has important practical significance to realize the sustainable development of Anzhou district.At the same time,it may also provide a certain reference for the construction,planning and marketing of special tourist towns and other hot spring tourism resort.