An empirical study on marketing strategy of Shenzhen coastal tourism resort based on SWOT and ROST CM6 text analysis

Abstract

This paper takes Shenzhen Luzui Resort as an example, using SWOT analysis by participatory observation in four months and text analysis methods by ROST CM6 to investigate and analyze the local development status of coastal tourism. Tourists' online reviews with a total of 1060 comments on OTA Meituan, Ctrip, Qunaer and Tongcheng are selected as data sources for network text analysis. By using the “functional analysis” of ROST CM6 software to conduct emotional analysis on tourists' reviews, the satisfaction, emotional state, and the evaluation of coastal tourists are obtained. This paper puts forward the marketing strategies from six aspects: movie marketing, product marketing, price marketing, network marketing, internal marketing and customer relationship marketing. It is expected to provide reference for the marketing strategies of other coastal resorts in Shenzhen and other comprehensive coastal resorts.