Traditional Culture Encyclopedia - Tourist attractions - The Development and Necessity of Tourism Experience Marketing
The Development and Necessity of Tourism Experience Marketing
(1) The change of tourism consumption demand calls for experiential marketing.
The production and consumption of tourism products are carried out simultaneously, which means that tourists must participate in the production process of tourism products, which coincides with the characteristics of experiential marketing and consumer interaction. The essence of tourism is a kind of experience in different places, and it is a complete experience combined by one or more experiences of tourists in the process of tourism. These experiences include entertainment experience, aesthetic experience, educational experience and escapism experience. The development of tourism activities itself is the process of interaction between tourism resources, tourism staff (also marketers) and tourists. Tourism enterprises should make good use of this interaction, so that tourists can fully participate in it and enjoy the fun of tourism experience.
(2) It is conducive to improving tourists' satisfaction and bringing customer loyalty.
Generally speaking, consumers mainly pursue the practical utility and psychological value of products or services in the process of consumption. Satisfying customers mainly depends on the actual utility of products or services, but to give customers a higher level of satisfaction or even surprise, we must consider how to improve the psychological value of products or services. The psychological value of tourism products is closely related to experience. Tourism experience comes from the inner thoughts touched by tourism activities, and its sensory, emotional and cultural values will constitute tourism value together with tourism products and services.
The invisibility of tourism products determines that it is difficult for tourists to compare the cost performance of tourism products and understand their consumption before buying. Most tourists can only choose tourism products according to their own perceptual judgment, which makes experiential marketing which pays attention to customers' perceptual consumption play a role. At a reasonable price level, enterprises that can better meet the needs of tourists' experience will win the favor of customers. Smart tourism consumers will continue to buy once they find out which tourism enterprise can provide the required experience, thus saving the cost and risk of finding a new tourism enterprise. This simplification of purchasing activities reduces the transaction cost of tourism consumers and makes both supply and demand achieve a win-win situation.
(3) It is beneficial for tourism enterprises to identify the product positioning and conduct differentiated operations.
Tourism products in the era of mass tourism often have the characteristics of homogenization, standardization and easy imitation. The lack of core competitiveness leads to fierce market competition characterized by price reduction. However, unlike industrial products, the consequences of cost control by tourism enterprises often lead to a faster decline in product quality. This is why more and more individual self-help tours in the tourism market are, to some extent, a rebellion against the disadvantages of mass tourism. The types of products and services provided by travel agencies must meet the consumption needs of different consumer groups. Experience marketing aims at different consumer groups and different levels of consumer demand, combines the natural and humanistic characteristics of tourist attractions, carries out differentiated and personalized design, creates unique experiences for customers and enhances their core competitiveness.
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