Research On Marketing Strategy Of YS Tent Campsite

The year 2020 has been called the first year of exquisite camping in China.Exquisite camping has become the premier fast-growing cultural tourism product due to the dual demands of consumers who longing and expect comfort camping.Not only have camprelated business registrations soared,but there have also been a number of fundraising events for camp businesses.Camping has not only become a new growth point for cultural tourism consumption,but also created vast numbers of employment opportunities.The combination of camping with sports and hands-on inquiry-based learning effectively promotes physical activity and cultural tourism-style parent-child content.The natural resources around Chengdu are rich and suitable for creating high-quality campsites.Chengdu Longquan Mountain Urban Forest Park Management Committee established the Longquan Mountain Urban Forest Park Master Programme(2016-2035),which outlines the main functions as ecological conservation,leisure and entertainment,sports and gymnastics,cultural exhibition,high-end services,and external communication,It also plans to build ten recreation service facilities based on the topography and environmental characteristics of each area,including the construction of campsites.It is in under this context that the YS Tent Campsite was successfully established in April 2022 in the scenic area on the slope of Wufengxi in Jintang,Longquan Mountain Forest Park,Chengdu.This thesis takes YS Tent Campsite as the research object,starting from an overview of the current situation of tourism destination marketing research and related theories,First,the macro environment of the YS Tent Campsite was analysed.through interviews with managers,the existing marketing strategy and current operations were analysed.It was found to have unsatisfactory profitability,difficulties in developing new customers and lower than expected customer satisfaction.The camp customers were then empirically studied using questionnaires and in-depth interviews to analyze the causes of the marketing problems.Finally,the 7Ps marketing strategy and SEMs theory are used to improve the marketing strategy.The improved marketing strategy in this study provides a systematic marketing plan for the start-up YS Tent Campssite.It aims to strengthen its competitive edge,develop its market and improve customer satisfaction and profitability.It is hoped to provide references and lessons for other campsites with similar marketing problems.