Research on the Development Strategy of Zhanjiang Wellness Tourism

DOI: https://doi.org/10.62517/jtm.202613109

Author(s)

Ganrong Zhong, Rui Guo, Caixia Li, Haiyan Zhao*

Affiliation(s)

Business School, Lingnan Normal University, Zhanjiang, China *Corresponding Author

Abstract

This paper takes Zhanjiang's wellness tourism as the research object, analyzing its development in the context of the "Delicious Zhanjiang" cultural tourism brand. It examines the city's established four major health product systems: hot springs, coastal resources, ecology, and cuisine. However, it also points to problems such as superficial resource development, insufficient industrial integration, and a lack of professional supporting facilities. Based on this, starting from deepening the core value of "freshness and deliciousness," innovative strategies are proposed, including thematic product development, all-cycle package creation, and the integration of "tourism +" multiple industries. Additionally, a support system is constructed from aspects such as brand-integrated marketing, infrastructure improvement, and institutional mechanism innovation, aiming to promote the high-quality development of Zhanjiang's wellness tourism and provide a reference for similar coastal cities.

Keywords

Wellness Tourism; Delicious Zhanjiang; Industrial Integration; Brand Building

References

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