Hot spring resources have long been a tourism resource to meet people's health care and leisure needs. In the era of mass leisure vacation, hot spring tourism is not only a tourism activity with hot spring resources as the core carrier, but also a beautiful natural environment, rich humanistic customs, characteristic historical culture, bath culture and high-quality services, with the purpose of experiencing hot springs, feeling culture, health and wellness, leisure and vacation. More importantly, hot spring tourism, as a product of the combination of hot springs and tourism, has become a fashion industry of experience economy, leisure economy and health care, with the characteristics of cultural experience, health and wellness, fashion consumption, etc., containing high commercial value, broad market prospects and excellent investment potential, and has become another emerging tourism boom after landscape sightseeing, large playgrounds, resorts and theme parks in the mainland.
According to preliminary statistics, there are more than 3,000 hot springs planned for development in the country, and the popularity of hot spring tourism has not only become the focus of many tourism real estate investors, but also become the golden signboard of the local government of the hot spring to attract investment and develop the tourism economy. However, in terms of hot spring development, the vast majority of hot spring products bathe the public, which further aggravates the homogenization of hot spring tourism, and also causes a great waste of hot spring resources. On the basis of summarizing the experience of previous generations, the author has made useful explorations on the innovative development of tourism real estate based on hot spring resources, and formed a hot spring development model with its own characteristics.
First, the high-end boutique hot spring mode
Different from the previous public hot spring bath development method, although the hot spring water is still the main core attraction resource, but the creation of high-end boutique hot springs gives more connotation to the hot spring vacation, high-end service, exquisite design, superior environment, transcendent enjoyment, health, vacation, cultural experience and other ways of experience and hot spring integration has become an important consumption concept of hot spring tourism at this stage, its biggest feature is the close combination of hot spring and SPA, cultural connotation, providing high-grade, professional service projects, Operating in a "refined, miniaturized, and private" way, tourists can achieve complete relaxation and enjoyment of the body and mind in the process of enjoying high-end hot spring resort products, and create a new hot spring leisure resort experience, that is, hot spring lifestyle, which has become a boom.
Kunming Bailian SPA is a representative of this model. Kunming Bailian SPA is located in Yangzonghai Provincial Resort, and most of the hot springs around Kunming public bathing products are different, Bailian SPA from the beginning of construction has been committed to the construction of high-end boutique hot springs and SPA, the oriental health culture, Buddhist Zen culture and hot springs, SPA combined, through the creation of Southeast Asian exotic atmosphere, originally created 26 comfortable, secret, elegant open-air garden hot spring bubble pool. At the same time, on the basis of the construction of characteristic water spa houses, lake view SPA houses and wetland spa houses, professional service personnel are equipped to provide truly high-end SPA experiences and yoga classes.
In 2005, for high-end vacation customers, Bailian SPA created a boutique villa resort hotel (VILLA Hotel) with more than 50 luxurious rooms, the hotel emphasizes small and exquisite, extraordinary personality of private space, exquisite decoration, the most advanced facilities and supplies, exquisite health food and high-end service level, all highlight the high-end taste of Bailian SPA, once launched by the market recognition. In 2008, Pak Lian SPA Premium Hotel officially became one of the members of the World's Small Classic Luxury Hotels (SLH). Following Kunming Bailian SPA, in 2006, Kunming Bailian Group promoted the high-end niche boutique hot spring model to Chongqing Beibei, invested 1.2 billion yuan to build Projects such as Chongqing Bailian SPA Hot Spring Resort, and then expanded its business to Pu'er Tea Estate, etc., realizing the comprehensive industrial layout of the enterprise.
Through more than ten years of hot spring development, Bailian Group has formed a complete set of perfect hot spring culture brand operation and management system, and its hot spring development concept advocates the health and leisure concept of "hot spring SPA + yoga + Pu'er tea", which perfectly combines hot spring experience, SPA, tea ceremony, yoga and boutique hotel, and becomes a perfect high-end and cannot be copied.
Summarizing the successful experience of Kunming Bailian SPA, first of all, the location of Bailian SPA is located in Yangzonghai Resort near Kunming, which has good traffic location conditions and natural scenic resource conditions, which provides basic conditions for the development of high-end hot spring tourism in Bailian. Secondly, the high-end resort facilities around Yangzonghai Resort, such as the famous Spring City Golf, have provided an important source of visitors for Bailian SPA, and today, Bailian SPA and other resort facilities in the resort area such as Spring City Golf have formed a cluster of resort facilities that attract each other. Finally, from the beginning of construction, Bailian SPA has adhered to the niche boutique hot spring route, through careful design to achieve the ultimate hot spring experience, the perfect combination of hot springs and SPA, tea culture, yoga, etc., coupled with the global small classic luxury resort VILLA hotel (SLH) vacation mode, the overall creation of the domestic leading high-quality hot spring vacation experience consumption.
Second, the brand output model
Tourism real estate, like other material consumption, has entered the era of brand consumption, and with the increasingly vigorous development of hot spring tourism in the mainland, the establishment and construction of brands has become more and more important in the development of hot spring tourism. The brand output model is also a development model that has emerged with the development of this trend. The characteristic of this model is that the enterprise forms a classic development case through the rational development of hot spring resources, and after forming a certain brand awareness and influence in the industry, it attracts other collaborators to carry out chain operation and management through brand franchise. This new development model enables hot springs to break through regional restrictions, realize "multi-spring management", and create cross-regional brands. In this mode, once the hot spring brand is formed, it can be promoted in the form of joining, which is limited by the region, and the investment in the construction of the later brand project is also small, and can be rapidly developed into a group, producing a scale effect and occupying the market. For the franchisees in the later stage of the brand, the brand itself is different from other tourism real estate projects, which can be distinguished from other real estate projects, and can also use the brand effect to occupy a larger market share and save investment, in addition, the franchise of the brand also reduces the risk of new investment in hot spring tourism real estate.
This model is represented by Lushan Tianmu Hot Spring. In 2002, in the white-hot stage of national hot spring tourism, Tianmu Group keenly seized market opportunities, transformed the "bathhouse-style" traditional hot spring development model, emphasized the harmony between man and nature, paid attention to "close to nature, enjoy nature", and highlighted the design concept of natural "true" landscape in planning and design, creating an ecological and natural green environment, so that tourists can get physical and mental relaxation in the state of "putting on the landscape and reaching the heavens and the earth". And for the first time, the way of health and health is integrated into it, and the unique bathing method of "nine parts and six methods" of Tianmu health bathing is extracted, which enriches the brand culture connotation of Tianmu Hot Spring and forms the unique brand personality of Tianmu Hot Spring.
Since the success of Lushan Tianmu Hot Spring, Tianmu Group has also invested in the establishment of 8 hot spring resorts such as Tianmu Jiangxi Mingyueshan Hot Spring Resort, Shandong Jiangbei Water City Hot Spring Resort, Shandong Weihai Hot Spring Resort, etc. Since then, Tianmu Group has established inner Mongolia Wuhai Junzheng (Tianmu) International Club by other investors through brand joining, Jiangxi Zixi Fashui (Tianmu) Hot Spring Resort, Hunan YelangWang (Tianmu) Hot Spring Resort, Tianjin Guanghegu (Tianmu) Hot Spring Resort and Xiamen Xingbo Bay (Tianmu) Hot Spring Resort. In less than 10 years, Tianmu Hot Spring has formed a national hot spring brand, the brand output distribution in Jiangxi, Jiangsu, Anhui, Shandong, Hubei, Liaoning six provinces, Tianmu Group has become the leader of China's hot spring resort tourism brand output development model.
The reason for the success of Tianmu Hot Spring is mainly that when the competition for hot spring tourism in the country is fierce, it keenly captures opportunities from market changes, pioneers Shanshui Hot Spring, integrates traditional and modern Chinese bathing culture, integrates health and health methods, successfully erects the Tianmu brand, and continuously expands and occupies the market in the form of brand output, so as to develop rapidly. In the location selection of Tianmu Hot Spring, it is basically based on the layout of mountainous areas or well-known scenic spots with convenient transportation and better environment, which is conducive to the creation of hot spring environment and the development of the market. In terms of market positioning, although the public mid-range hot spring bathing, the hot spring characteristics are outstanding, the management service is in place, and it can occupy an advantage in the competition with other mass hot spring baths. In terms of related business supporting, around the hot spring to do appropriate meetings, accommodation reception, according to the actual supporting water park, sports and leisure and other projects, further enrich the entertainment experience and vacation function of the hot spring, increase the stay time of tourists. In terms of construction scale, the area is small (mostly in 200-300 acres), and the investment is not high (more than 100-200 million), which effectively reduces the investment risk.
Third, the comprehensive hot spring tourism model
With the rapid heating up of hot spring tourism, people's demand for hot springs is far more than bathing, recreation and other hot spring products, but the pursuit of product diversification experience, especially in the natural resources of the general hot spring resort, only relying on a single hot spring resource development is not enough to support the effective development of the resort, the need for diversified products to enhance the attractiveness and competitiveness of hot springs, this status quo has promoted the emergence of a comprehensive hot spring development model. The comprehensive hot spring development model is based on the good hot spring water resources in the tourist area, using the beautiful natural environment around it, supplemented by artificial facilities, to develop multi-functional tourism products such as leisure vacation, health and fitness, sightseeing and entertainment, business meetings, etc., rather than just staying in the development of hot spring core products, in order to attract tourists with various needs, and its biggest feature is to adapt to all levels and types of tourism markets.