Liu, P. and Sun, J., 2020. Marketing strategy of marine resort: An exploratory study. In: Gong, D.; Zhang, M., and Liu, R. (eds.), Advances in Coastal Research: Engineering, Industry, Economy, and Sustainable Development. Journal of Coastal Research, Special Issue No. 106, pp. 42–44. Coconut Creek (Florida), ISSN 0749-0208.

An ocean resort is a tourism cultural environment that stimulates the holiday consumption motivation of tourism consumers. By catering to the aesthetic concept of tourists, the marine resort sets unique characteristics according to its local culture and marine natural landscape, such as the business model integrating leisure and health preservation, spa, catering and entertainment, performances, and conference accommodations. The fast-food marine holiday culture is an integral part of the contemporary Chinese marine culture, which is a world-wide culture. Western countries have several natural, excellent harbors, and they continue to develop these perfect marine cultures, which makes their marine resorts a typical international representative. The essence of Chinese culture is the foundation of Chinese marine culture. By absorbing nutrients from the world's marine holiday culture, a modern Chinese marine culture is formed. Through the rich marketing theory of tourist attractions, this paper proposes a marketing mode of a marine resort, which can improve the overall competitiveness of the resort. By enriching the marketing mode, we can promote the stable development of enterprise sales, which provides ideas for the marketing programs of other marine scenic spots.

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