Digital Technology Empowers Guxiang Hot Spring Resort: Strategies to Enhance Innovation and Competitive Advantage

Facing the digitalization trend of the industry, Guxiang Hot Spring Resort, relying on its unique resource advantages, urgently needs to break through bottlenecks such as weak digital marketing, insufficient intelligent services, and lagging data applications. The study proposes to upgrade the efficiency of tourist routes and the depth of experience through technologies such as smart scenic spot construction (smart guide/ticketing system), big data accurate recommendation, and VR immersive experience; combine social media matrix, live broadcast marketing, and private domain traffic operations to build a full-domain digital marketing system to achieve traffic conversion and brand value-added. With "technology-enabled experience and data-driven decision-making" as the core, this framework provides a lightweight digital transformation path for traditional hot spring tourism companies, helping them optimize operational efficiency, enhance customer stickiness, and expand differentiated competitive advantages, which has practical reference value for industry upgrades.