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海南是中国唯一的热带海岛旅游度假胜地,具有得天独厚的自然资源和文化优势,但长期以来,海南旅行社靠同一环岛游线路主打市场,争抢同一层面的观光客源市场,单一、老化的旅游产品无法满足市场的需求,无法以价格体现价值。旅游消费从本质上就是为了追求经历和体验,旅游业的产品设计与服务配置从根本上是为游客塑造独特旅游体验。因此,海南省旅游资源的开发就要通过细分市场、分析多层次游客需求,逐步改造现有观光旅游产品,开发参与性、娱乐性、多元化、个性化的旅游精品。
Hainan is China’s only tropical island tourist resort, with unique natural resources and cultural advantages, but for a long time, Hainan travel agencies rely on the same island tour line main market, competing for the same level of tourist market, single, aging tourism products Can not meet the needs of the market, can not reflect the value of the price. Tourism consumption is essentially the pursuit of experience and experience, tourism product design and service configuration is fundamentally for visitors to create a unique travel experience. Therefore, the development of tourism resources in Hainan Province needs to analyze the needs of multi-level tourists through the market segmentation, and gradually transform existing tourism and tourism products to develop participatory, entertaining, diversified and personalized tourism products.