What are the characteristics of tourism experience marketing?

The essence of tourism is a kind of travel experience and experience. Experiential marketing is a new marketing method accompanied by experience economy, which is vividly sales feeling and experience. With the development of experience economy and the arrival of leisure tourism era, the marketing model has undergone fundamental changes. As an experience-driven marketing and management model, experiential marketing will soon replace the traditional marketing and management methods and formally enter the historical stage. The typical "experiential" characteristics of tourism determine that experiential marketing is not only needed in tourism activities, but also superior to other marketing methods and methods. Designing differentiated experience tourism products for specific consumer groups and making use of the advantages of enterprises to create unique products have become the new direction of today's tourism market. Zhi Ming tourism planning believes that tourism experience marketing mainly has the following characteristics.

(A) experience as a selling point to attract tourists

Customer experience comes from the touch of consumer experience on feelings, hearts and thoughts, which links enterprises, brands and customers' lifestyles. Therefore, for tourism enterprises, marketing activities should focus on the depth of tourists' travel experience, so as to attract consumers better. What tourism experience marketing really cares about is what kind of experience tourists expect, what impact tourism products have on tourists' lifestyle, and how tourists feel about this impact. For example, when rural tourists travel to the countryside, they hope to feel the simple local flavor, eat two meals of farmhouse meals cooked by earthen stoves, take a walk on the soft and fragrant soil, look at the endless fields, chat with local old farmers, and truly experience the quiet life in the countryside far from the hustle and bustle of the city. This is the selling point that experience marketers should consider deeply, instead of taking tourists to the countryside or simply experiencing "daily family life in the city" in the country guest house.

(B) emphasize the theme of the tourism scene

From the process of experience, the theme is the basis of experience, and any experience activities are carried out around an experience theme. Experience marketing should first set a "theme", that is, experience marketing should start from a theme, and all products and services should revolve around this theme, or at least have a "theme scene" (such as some theme museums, theme parks, amusement areas, or an activity oriented to a certain theme, etc. ). And these "themes" did not appear at random, but were carefully designed by experience marketers. For example, Guang Zhi Travel Agency once organized a "sunset love trip", which is a tourism product designed to build a magpie bridge for single elderly people.

(3) Product design is experience-oriented.

Experience marketing must create customer experience and leave unforgettable events and touching moments for customers. Therefore, when designing, manufacturing and selling products and services, enterprises must be guided by customer experience, and any product, product production process or pre-sale, sale and after-sale activities should leave a deep impression on customers. This is especially true for tourism enterprises. When promoting and introducing products, enterprises should give tourists a beautiful daydream space, so as to yearn for real experience. For example, Shangri-La's service slogan "Hospitality, friendliness, and Asian feelings" easily reminds people of a warm, comfortable and considerate hotel service, and then yearns for it. When actually providing services, it is necessary to ensure the quality of experience of tourists in all aspects. Experience determines tourists' satisfaction with tourism products and brand loyalty.

(4) Marketing activities are centered on tourists.

First of all, experience marketers really guide the marketing activities of enterprises with the needs of tourists as the center. For example, elderly tourists like to travel with slow pace, beautiful scenery and leisure, so some travel agencies break through the traditional Hainan several-day tour and launch a January tour of Sanya specially designed for the elderly. Secondly, experiential marketing is really customer-centered and communicates between enterprises and customers. For example, Shanghai Old Town God Temple Travel Agency, which specializes in elderly tourism, established an elderly club, which greatly strengthened the information and emotional exchange between it and tourists, thus being able to update and upgrade tourism products and services in time, effectively increasing the experience of tourists and enabling tourists to obtain both material and spiritual satisfaction.