I
摘 要
随着我国经济持续增长和人民生活水平的不断提高，外出旅游已经成为国人休闲
放松的重要方式。人们的旅游消费观念开始由传统的、单一的观光旅游模式向多元化、
综合性的观光度假型转变。以健康、休闲为目的的度假旅游需求呈上升趋势，已成为
国民经济增长的重要组成部分。酒店是旅游业的重要载体，特别是旅游景区度假型酒
店，随着人们追求休闲、健康文化生活应运而生，但在数量猛增、价格虚高、同质化
严重的大市场背景下，想要在激烈的竞争中处于不败之地，就必须解决好酒店的营销
问题。

本文首先对旅游景区度假型酒店进行概述，介绍了旅游景区度假型酒店的概念、
发展状况和趋势，之后对酒店的市场营销理论进行综述，然后以 JX 温泉酒店作为案例，
对酒店的内外部营销环境、市场竞争力、消费者及目标市场进行详细的分析，并重点
研究了 JX 温泉酒店的营销策略，分析其营销策略存在的问题及问题产生的原因，进而
分析旅游景区度假型酒店营销普遍存在的问题。最后借鉴国内外旅游景区度假型酒店
的成功经验，提出优化旅游景区度假型酒店营销的策略。

关键词：旅游景区度假型酒店；JX 温泉酒店；营销策略；优化策略II
ABSTRACT
With sustained economic growth and living standards improve, travel has become an
important way to relax modern. People began to shift from the traditional travel tourism as
tourist resort, tourist shift from single mode to diversified and integrated development model.
Health holiday travel demand will show a rising trend and has become an important part of
economic growth. The hotel is an important carrier of tourism, especially in tourist areas
resort hotel, with people seeking leisure, health and cultural life emerged. However, in the
number soared, prices were inflated, the homogenization of serious large market context,
hotels want to be in an invincible position in the fierce competition, they must solve the
problem of hotel marketing.
Firstly, the tourism area resort hotel overview, introduces the concept and development
status and trends of tourist attractions resort hotel after the hotel's marketing theory are
reviewed. Then JX Spa Hotel as a case, the internal and external marketing environment
from the hotel, market competitiveness, consumers and a detailed analysis of the target
market, and focus on the JX spa hotel marketing strategy, analyze their marketing strategy
problems and produce the reason, then analyzes tourist attractions resort hotel marketing
widespread problem. After the draw domestic and foreign tourist attractions resort hotel shop
business successful experience in marketing, optimization tourist attractions proposed resort
hotel marketing strategies.
Key words：Tourist attractions resort hotel; JX Spa Hotel; Marketing Strategy; Optimization
Strategies