Abstract
With the rise of leisure vacation in China, hot spring tourism labelled with health care and wellness has attracted much attention, and women have become the largest consumer group of hot spring services. Yunlanwan, a wellness hot spring project targeting women consumers, is now under pressure on two sides – the fierce competition with other homogenous hot spring projects externally and the products and services to be updated, which is a practical problem confronting Yunlanwan and a pandemic in other hot spring resorts in China. Therefore, improving Chinese women’s satisfaction and well-being with hot spring tourism has become the key to Yunlanwan’s success and sustainable development. The present research, to a certain extent, can provide reference for other hot spring resorts in China. From the perspectives of market supply and demand, the issue can be further broken down into several interconnected sub-problems: what are the characteristics of Chinese women’s consumer behaviors, what are Chinese women consumers’ motivations for hot spring tourism, what is Chinese women consumers’ satisfaction and well-being with hot spring tourism and what are the influencing factors.
Based on the problems above, the present research reviews related research achievements first, which is theoretical and practical foundation of the research. On the basis of the key features of the general population studied such as age and source of tourists, 20 women tourists have been chosen by means of purposive sampling for in-depth interview. A total of 19 valid interview materials are collected. On the basis of the PERMA Model, the author conducts word frequency analysis and subject analysis of the major research problems and outlines the characteristics of Chinese women’s consumer behaviors, the motivation for hot spring tourism, the satisfaction and well-being with hot spring tourism and the influencing factors. Next, it discusses the conclusions of the present research in the reference of existing research achievements. Finally, it proposes suggestions on improving Chinese women’s satisfaction and well-being with hot spring tourism in Yunlanwan. Meanwhile, it is expected to provide references for other hot spring resorts in China in terms of design of products and service.