基于游客满意度的温泉旅游营销策略探析——以郴州龙女温泉为例  

Hot Spring Tourism Marketing Strategies Based on Tourists Satisfaction——A Case Study of Chenzhou Longnv Hotspring Resort

作　　者：潘东燕[1] 

机构地区：[1]上海师范大学旅游学院,上海200234

出　　处：《湘南学院学报》2015年第4期1-3,34,共4页Journal of Xiangnan University

基　　金：国家自然科学基金项目(No.41271148)

摘　　要：温泉旅游作为郴州发展休闲旅游的支撑,其市场开拓和营销尤其重要。基于游客满意度,通过问卷调查、文献查阅等方法获得龙女温泉旅游市场的相关数据,并运用描述统计分析方法对其进行处理。研究结果证实,游客的属性不同,每个衡量指标对满意度均有差异,从而为郴州龙女温泉景区提出了一系列可行的营销策略,以期实现景区的长远发展。Hot spring is the support of leisure tourism development in Chenzhou. The market exploitation and marketing are very important. Based on tourists satisfaction, questionnaire, and literature consult, etc. Some corresponding data of Longnv Hot Spring is gained and process them according to descriptive statistic analysis. The results prove that tourists different properties （gender, income, education） lead to different satisfaction for each measurable indicators. The paper puts forward some feasible marketing strategies for Chenzhou Longnv Hot Spring Resort in order to help the scenic resort grows better in the long run.

关 键 词：郴州龙女温泉 温泉旅游 游客满意度 营销策略 

分 类 号：F592.7[经济管理—旅游管理]