I. Overview, classification and characteristics of hot spring holiday projects

Hot spring resort originated in the Roman Empire, and/kloc-0 officially appeared in the European market in 326. From a single medical function to the characteristics and functions of modern tourist resorts: leisure, entertainment, social and recreational activities are readily available, and the living functions such as hotels, private villas and tents are becoming more and more perfect. From the simple hot spring bathroom with health care function in the past, it has developed into a tourist resort integrating hot spring bathroom, tourist bath, gym and social activities. At the same time, it triggered the birth of comfortable and multifunctional high-class hotels.

(1) Overview of hot spring holiday projects

Hot spring holiday project is a compound real estate developed by relying on hot spring resources. Because of the dual attributes of scarce resources and noble supporting facilities, hot spring resources can be truly integrated with the concept of large supporting facilities as supporting content, which is convenient for the integration and improvement of resources with hot springs as the core, and is convenient for the concept packaging, brand building and marketing promotion of later project themes.

The key of hot spring holiday project is brand and matching. Through matching, the relegation zone will be reshaped and the brand will be built, so as to complete the transformation of customers' tourism to leisure and vacation, and finally form a compound real estate with tourism, leisure, vacation and residence as its main functions.

(B) the classification of hot spring holiday projects

1, divided by landscape combination

Landscape combination development model. Experts such as Bao Jigang and Wang Guanxian divide the resource (landscape) development modes of hot spring tourist destinations into four types: natural landscape combination development mode, artificial landscape combination development mode, comprehensive development mode and small-scale family development mode from the perspective of landscape combination, taking Guangdong Province as an example.

2. Divide by capital.

From the perspective of capital development, hot spring development models can be divided into two types: hot spring land dominated by foreign capital and hot spring land dominated by local capital. Hot springs in China are mainly developed by foreign capital (gold), such as Tanggangzi Hot Spring and Baiyangdian Hot Spring City.

3. From the point of view of location

Specifically, it includes: suburban leisure and holiday development, suburban conservation and holiday development, urban sightseeing and holiday development, and "secret soup" development in remote areas. The appearance of this model is closely related to the development order of urban tourism, that is, the development of urban tourism is also a gradual transition development model according to the urban center belt, suburbs, outer suburbs, intercity and remote areas, or from urban internal space to urban peripheral areas.

(C) the characteristics of hot spring holiday projects

Resource dependence

As the basic attribute of the project, it has a strong dependence on hot spring resources in the scarcity and completeness of supporting facilities, and exists as the core competitiveness of the project.

First support

Due to the geographical factors of the project, there is a general lack of supporting facilities in tourism real estate project area. Perfecting supporting facilities is a prerequisite for attracting tourists. As an important part of supporting facilities, the development of hot spring supporting facilities directly affects the operation of the project and the development of real estate projects.

change

Judging from the development of domestic hot spring holiday projects, the scale of the projects is gradually changing from small-scale singleness to large-scale diversification, that is, from "small but refined" to "large and comprehensive". Reflected in three aspects:

(1) product diversification

With the expansion of development and the diversification of customer needs, the corresponding products have also developed from tourism and holiday products to diversified products such as health care, business meetings, holiday travel and residence.

(2) Functional diversification

Due to the consideration of anti-risk and the objective growth of business and health care demand, the functions of hot spring holiday projects are increasingly rich, and some projects have been separated from the main body of hot springs, adding high-end consumption functions such as golf and yacht docks, perfecting the educational and cultural functions and further enriching the connotation of hot spring holiday real estate.

(3) diversification of resources

On the one hand, some hot spring resources are closely related to other existing natural resources, such as Lushan Xihai International Hot Spring Resort; On the other hand, developers think that hot spring resources are too single, and deliberately combine hot spring resources with other resources, such as sea view hot springs, lake view hot springs, mountain hot springs and other compound products.

Two, the development of hot spring holiday project related factors system

internal factor

1, comprehensive quality of hot spring resources

Hot spring resources are the main material basis for the development of hot spring tourism destinations, one of the main factors to attract tourists, and an objective and necessary condition to determine the location of hot spring tourism development. The development value of hot spring tourism resources can be evaluated from geological and geomorphological background, water quality, temperature and flow.

Specifically, the geological and geomorphological background determines the stability of hot springs, the landscape characteristics of hot springs and the conditions for developing land; Water quality determines the therapeutic function of hot springs; Temperature and flow determine the reserves of hot springs, and then affect the capacity scale of hot spring tourism development and the sustainable development capacity of tourist destinations. Among them, the temperature, flow and therapeutic function of hot springs have the greatest influence on the development of hot spring tourism and become the main factors to attract tourists. Taking several large hot spring tourist destinations in Guangdong Province as examples, the hot springs in Qingxin, Enping, Zhongshan and Doumen all have the characteristics of high temperature, large flow, colorless and tasteless, containing various trace elements and being able to cure many diseases. A sample survey of tourists in Qingxin Hot Springs shows that 32.8% of tourists think that the therapeutic function of hot springs is the third attraction of hot springs.

2. Rich natural and cultural tourism resources.

If a hot spring resort only relies on a simple hot spring bath, it is often difficult to ensure a large number of tourists all year round (Abdulrahimsam Sudinetal, 1997: 283). The characteristics of hot spring tourism market also show that its monthly change has a strong negative correlation with climate. Taking anning hot spring Tourist Resort as an example, the correlation coefficient between the monthly average tourist volume and the monthly average temperature is R=-0.6 (significant level is 0.05), that is, the cold season is the peak season for hot spring tourism, and the hot season is the off season for hot spring tourism. Therefore, the difference between off-season and peak season of hot spring tourism has become an unavoidable problem in the development of hot spring tourism, and comprehensive tourism development is the key to solve this problem. The rich natural and cultural landscape around hot springs has become a key factor to determine the success or failure of comprehensive development of hot spring tourism. Generally speaking, the more kinds of natural and cultural landscapes and the higher the level of resources, the greater the overall tourist attraction.

3. Cultural characteristics of hot spring tourism.

Tourism economy is characteristic economy, characteristic is the soul of tourism, and culture is the foundation of characteristic. Hot spring tourism is essentially tourists' experience of bath culture in hot spring tourist destinations, and the development of hot spring tourism is the shaping of hot spring bath culture. In China, hot spring tourism resources are everywhere. With the emergence of a large number of hot spring tourist resorts, tourists not only meet the needs of hot spring treatment, but also pursue the comprehensive cultural experience of hot spring tourist destinations. The cultural characteristics of hot spring tourism have become the key factor to determine the competitiveness of hot spring tourism destinations. A good hot spring needs to shape the cultural characteristics of hot spring tourism, improve the physical enjoyment of a single hydrotherapy therapy to the level of cultural spirit in line with modern consumption, and develop into a leisure and holiday tourism with the theme of healthy culture, and successfully shape this theme from the aspects of natural landscape, architectural style, garden design and service mode. To create a brand that embodies the characteristics of traditional bathing culture in China.

external factor

1, tourism market

Generally speaking, large-scale hot spring tourist destinations need an ideal urban cluster as a support, otherwise it is difficult to reach or exceed the threshold of the number of tourists needed to maintain business. A sample survey of tourists shows that the tourist market of hot spring tourist destinations is mainly domestic, and 80% of tourists are concentrated in surrounding towns within a four-hour traffic radius. This requires that the hot spring tourist destination must be located in the surrounding areas of cities or megacities with developed economy and large population to ensure good tourism market conditions.

Several well-developed hot springs in Fujian province have good tourism market conditions, and these hot spring tourist destinations take the coastal areas with developed economy and large population as the first-class tourism market; Similarly, in the first-tier cities of Shenyang-Dalian in Liaoning Province, due to the developed economy and large population, the potential market for hot spring tourism is huge, and many large hot spring tourist destinations along the route, such as Anbo, Qianshan and Tang Han, have been well developed. In Xizang Autonomous Region and Yunnan provinces, which are rich in geothermal hot spring resources in China, except some hot springs in Yunnan Province, such as anning hot spring and Maitreya, which are close to Kunming, which is rich in tourism market, they have developed into hot spring resorts for urban residents to spend their weekends sightseeing and holidays. In addition, many hot spring resorts in the west are mostly located in areas with underdeveloped economy and less urban population, and the transportation is inconvenient, resulting in a lack of tourist market. Few hot spring resorts have been successfully developed, and most of them are simply developed.

2. Traffic conditions

Hot springs are often distributed in remote mountainous areas. The development of hot spring tourism not only has a good source market support, but also must have high-grade highways and other internal and external traffic links with city easy, that is, the access conditions of tourist destinations are good. Take Banglazhang Hot Spring Resort in Longling, Baoshan, Yunnan as an example. Before the opening of Baolong Expressway, Banglazhang Hot Springs had good resource conditions. However, due to poor accessibility, the development of hot springs still stayed on the simple utilization of resources, and tourists were limited to surrounding residents. The completion of Baolong expressway and the Western Line of the Trans-Asian Railway has greatly improved the accessibility of tourist destinations, enabling tourists to arrive in Yunnan within a traffic radius of 3-5 hours. Superior traffic conditions will bring a large number of tourists.

3, the level of regional economic development

Hot spring tourist resort is different from the general resource-based tourist destination, and it is a high-input tourism project to redevelop hot spring resources. The development scale and consumption level of hot spring tourist destinations largely depend on the level of regional economic development. Similar to theme parks, the development of large-scale hot spring tourist destinations, as an enterprise behavior, has large-scale investment capacity only in areas with relatively developed regional economy. Otherwise, foreign capital can only be introduced, or government actions can replace corporate actions, and limited local fiscal revenue can be concentrated on investment. The development stage and spatial distribution of hot spring resorts in China show that in the early days of reform and opening up, hot spring resorts in China were mainly concentrated in areas with developed heavy industries such as Liaoshen, Beijing, Tianjin and Tangshan in the north, and small hot spring sanatoriums were mainly built, such as Xiaotangshan hot spring sanatorium in Beijing, Tanggangzi in Liaoning, Xiong Yue and Qianshan hot spring sanatoriums. Since 1990s, China's economic center of gravity has tilted to the coastal areas, and the economy in the south, especially in Guangdong Province, is a developed area in China. Large-scale, high-investment hot spring tourist resorts characterized by the construction of high-grade villas and large-scale open-air hot springs have sprung up in large numbers. For example, the four hot spring tourist destinations in Guangdong have mostly invested hundreds of millions of yuan, and the development scale is mostly hundreds of hectares. The source of funds is mainly Hong Kong capital, supplemented by local governments. The above facts show that the investment and development scale of hot spring tourist destinations are greatly influenced by the level of regional economic development.

The influence of regional economic development level on hot spring tourist destinations is also manifested in the consumption ability of hot spring tourists. Generally speaking, the high investment of large-scale hot spring tourism projects depends on high consumption and high tickets to ensure their survival and development. Taking the four hot spring tourist destinations in Guangdong as an example, the ticket price is the highest 128 yuan and the lowest in 90 yuan, while the accommodation price and catering price are much higher than the average level of general tourist destinations. Therefore, only high-income residents in economically developed areas have such tourism consumption capacity. The sampling survey of fresh and warm mineral spring tourists also shows that nearly 80% of tourists are concentrated in the Pearl River Delta region with developed economy and high income level, and 57.7% of tourists earn more than 2,000 yuan per month.

4. Spatial agglomeration and competition

Due to the geological conditions of hot springs, there are often many hot springs in the same area, which leads to the gathering of many hot spring tourist destinations in the same area, thus resulting in the spatial competition of hot spring tourist destinations. Besides some factors in demand and supply, the factors that affect the spatial competition of hot spring tourist destinations are mainly determined by the characteristics and scale of hot springs. In addition, micro-location conditions are also very important.

The characteristics of hot springs are reflected by the way of hot spring bathing, which often refers to the characteristics of open-air hot springs in hot spring tourist destinations. The survey shows that the characteristics of open-air hot springs are one of the three main factors to attract tourists. Hot spring scale refers to the hot spring flow, investment and land occupation scale, but more importantly, it refers to the expected tourist stay time and the actual tourist stay time. Due to the interaction of hot spring characteristics and hot spring scale, hot spring tourist destinations are often divided into different grades.

At present, China's hot spring tourism is still in the sightseeing stage, so the spatial competition of hot spring tourism destinations is influenced by the spatial behavior law of tourists. When there are many hot spring tourist destinations with high investment and high tickets in the same area at the same time, large-scale tourists often only choose hot spring tourist destinations with high status and high visibility, and give up hot spring tourist destinations with low status and low visibility.

5, decision-makers behavior

(1) Decision-making behavior of investors: determining the location selection, investment scale and development direction of the project.

The decision-making behavior of investors is first of all the choice of hot spring tourism location. How investors master and use the information related to the development of hot spring tourism directly determines the location of hot spring tourism, and then affects the development of hot spring tourism. Secondly, the behavior of investors determines the investment scale of hot spring tourist destinations. Generally speaking, large-scale hot spring resorts not only require high-quality environment, but also need to build high-standard hot spring bathing, accommodation, catering, entertainment and other tourist facilities, so they need huge financial support, such as fresh and warm mineral spring tourist resorts; However, small hot spring resorts, such as family-run hot springs in northern Guangdong, need much less money. In other words, the level and scale of hot spring tourism development largely depends on the investment of investors. Third, the behavior of investors determines the development direction of hot spring tourist destinations. The development direction is related to individual factors such as investors' experience, intelligence, preference, desire and attitude. For example, some investors choose the development direction of comprehensive hot spring tourism, and some choose the development direction of theme hot spring tourism.

(2) Government decision-making behavior

At present, there are three main modes of hot spring tourism development in China: ① government investment and development; (2) the development of foreign investment and individual investment; (3) Cooperation between government and foreign capital. For the first development mode, the government decides the location choice, investment scale and development direction of hot spring tourism development; For the second development mode, the government affects the development of hot spring tourist destinations in terms of decision-making, investment attraction, policy support and infrastructure. For the third development mode, the government should not only attract investment, make decision, provide preferential policies and build supporting infrastructure for hot spring tourism projects, but also participate in the decision-making of site selection, development and implementation, operation and management of hot spring tourism destinations.

Third, the development direction of hot spring holiday projects

(1) Attracting guests with "real hot springs" and retaining guests with "living hot springs".

The problems of "true hot springs" mainly refer to the mixed water of hot springs, the circulating water of hot springs, the heating of hot springs, the chemicals contained in them, the freshness of the water quality of hot springs and the spring culture of hot springs. With the development of hot spring tourism, these problems are gradually concerned by hot spring tourism researchers. Therefore, we should make a fuss about "real hot springs" and increase the attraction of hot spring resources to tourists.

Because the hot springs in the outer suburbs are generally distributed in areas with underdeveloped economy and far away from cities, its special geographical location and traffic conditions determine its positioning as: to maintain the holiday tour in the outer suburbs and meet the hot spring holiday demand of urban residents for 1-2 days. Hot springs in the outer suburbs can be developed into a transitional hot spring tourism form between mass tourism and high-consumption tourism, and the concept of "real hot springs" can be established to attract and retain guests, so as to maximize its functions of "gathering and retaining guests".

(2) Building two series of tourism products, day and night, to enrich tourists' activities the next day.

It is very meaningful to design overnight hot spring tourism products from the perspective of tourism experience, and it is also a research direction that is rarely put forward at present. At present, the development of hot springs is mainly based on night tourism projects or all-weather projects, and the projects that can only be seen during the day are not highlighted. This led many guests to come and play on a whim. However, when they got up the next day, they felt a sense of loss and left in a hurry.

According to the actual situation, we can divide hot spring products into "pre-overnight project", "night project" and "post-overnight project" to simulate the process of tourism experience, and we can also strengthen the product development differences between overnight tour and day tour, thus highlighting the two core designs of hot spring tourism on 1-2: hot spring bathing+community sightseeing and natural sightseeing, and advocating the mode of "day sightseeing and night entertainment".

(three) to carry out eco-tourism and festival activities to improve the participation of tourists.

The eco-agricultural sightseeing tour that savors farm life and is close to nature is increasingly becoming a new selling point, and the hot springs in the outer suburbs can rely on the superior agricultural advantages around them to carry out agricultural tourism. Every year, in the season of transplanting rice seedlings in spring and harvesting in autumn, tourists can experience the life of farmers, and when they go to the fields at dawn, Dai Yue returns with the stars. In addition, you can also use projects such as "Apple Orchard", "Vineyard", "cherry orchard" and "Farm Tour" to pick, taste and outsource for tourists, so that tourists can experience the fun of picking. Festival activities mainly refer to cultural construction, that is, the development of rural markets. If tourists who soak in hot springs can be effectively guided to the market for consumption, the driving role of hot spring tourism will be greatly exerted, the income of local villagers will increase and the quality of life of local villagers will be improved.

(4) Strengthen functional zoning and build hot springs from the function of "residence".

The functional zoning of hot springs in the outer suburbs includes source area, T-shaped distribution along the road and road skin. Attention should be paid to the existence of directionality when zoning, that is, terrain directionality, road directionality and river directionality. The construction of hot spring accommodation facilities should change the rigid form of reinforced concrete buildings, and the living function should be reflected in rest.

If some simple buildings are built, the appearance should adapt to the quiet ecological environment around as much as possible and be in harmony with nature. You can also open up a unique "farmhouse", use existing rural villages, establish farmhouse hotels, and develop homestay tourism. In order to stimulate tourists' interest in the appreciation of the destination culture, and at the same time, tourists' interest in the lifestyle of local residents will make residents feel proud, thus protecting the local culture more consciously.

Four, some suggestions for the development of hot spring holiday projects

(A) establish brand awareness

Hot spring enterprises in China have gradually entered the era of brand competition. In the past ten years, brand export has proved to be an effective way of operation. Taking the early hot spring product Zhuhai Royal Hot Spring as an example, this paper not only puts forward the concept of hot spring tourism, but also creates brands represented by "Road to Imperial Hot Springs" and "Liu Futang N Power:". It takes the spoon as the leader, and the hotels and restaurants keep pace with each other. With its rich products and imperial service, it allows tourists to fully enjoy the happiness and health of soaking in water, enriching the connotation of the hot spring industry. Brand model itself is also a development model, which enables hot springs to break through geographical restrictions, expand their scale, realize multi-line operation, and finally reach a cross-regional hot spring product brand.

(B) to tap the cultural connotation

There are some hot spring resorts in Japan, which organize various hot spring festivals and carry out various cultural activities every year, so that hot springs are closely linked with local culture while being used for treatment and recuperation, forming a special hot spring culture. China has a splendid civilization of 5,000 years, and the history of hot spring development is extremely long. We should vigorously explore the cultural connotation and highlight the unique cultural taste.

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