| With the end of the epidemic,tourists’ confidence in tourism consumption is constantly rising,and their enthusiasm is gradually increasing.It is expected that the tourism market will usher in a good new situation this year.HGS scenic spot is located in Lianyungang City,Jiangsu Province,and is a national AAAAA-level scenic spot.HGS scenic spot is seizing of cultural tourism boom and ushering in new development opportunities.However,it is worth noting that the homogenization phenomenon among scenic spots in China is becoming more and more serious,and competition is becoming more and more intense.Therefore,the marketing of scenic spots has become a particularly critical link in the development of scenic spots.This paper first expounds the theoretical and practical significance of studying the marketing strategy of HGS scenic spot,and systematically sorts out the research directions of domestic and foreign tourism motivations and tourist scenic spot marketing strategies.Based on the PEST analysis method,the macro environment of the scenic spot is analyzed,and based on the Porter’s Five Forces model,the industry competitive environment of the scenic spot is analyzed.The current marketing strategy of the scenic spot,existing problems,and reasons are summarized.Secondly,HGS scenic spot tourists were sampled for a questionnaire survey.Using SPSS26.0 statistical analysis software,factor analysis used to study the motivations of HGS tourists.Four types of tourist motivations were identified,namely,knowledge development,emotional needs,sightseeing experience,and leisure relaxation.At the same time,the impact of demographic characteristics on these four types of tourist motivations was analyzed.Finally,using the STP theory,based on the market segmentation,target market selection,and market positioning of HGS scenic spot,marketing strategy improvement suggestions were proposed from the four aspects of product,price,marketing,and channel for different target market groups based on the 4P theory. |
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