|
The 21st century is the experience economy era, the experience economy has represented the economic development trend and fashion.In the experience economy era, tourists, many changes have taken place in tourist’s traveling consumer demand, which the proportion of personalized and emotional needs has raised, the experience demand has been gradually becoming the mainstream of traveling demand,and the experiential consumption has also gradually turned to the directions of normal,differentiated, variation, richness, user-friendly and so on. Experience becomes a new value providing materials to visitors and the main basis for visitors to buy or not. In essence,the traveling is an activity which people leave the usual environment to other places to seek some kind of experience,so, travel is an experience in itself, tourism is a natural experience-based economy.Facing the new era of Experience Economy for tourist spending, the tourism industry should actively adjust the marketing strategy, marketing ideas, marketing methods and other aspects of innovation in order to adapt to new economic era. However, due to various factors, the current tourism marketing has continued to use the marketing concept of industrial society, who thought that people’s demand for tourism products are not very different from general products, neglecting of the heart and soul --- experience,so hindered the sustainable development of tourism. Changes in travel demand, call for tourism marketing ideas, marketing ways change.In this context, this article summarizes through practice, concises marketing theory on travelling experience. Based on the the theoretical synthesis and environmental analysis, the author proposed travelling experience marketing theory, and then to explore the experience marketing strategy and its implementation, thus building a travelling experience marketing theory system.The author thought that the traveling experience marketing has catered to the experience demand of the peoples in experience economical time, simultaneously, it has captured the essence of travelling experience. The traveling experience marketing is a kind of marketing activities which tourism enterprises carried out in order to meet the needs of experience to visitors,is also a kind of marketing methods which created the value for tourists through providing experience,the core is to meet the high-level spiritual needs of visitors and implement the tourist satisfaction management. This theory has filled the current traveling marketing theory fault vacancy and further consummated the traveling marketing theory. This paper which attempts to explore the concept of the tourist experience and build travelling experience of marketing strategy, wants to provide a new perspective with those tourism enterprises growing into a highly competitive based on the concept of change, make it out of the trap of traditional marketing to better meet visitors high-level requirements, increase visitor satisfaction and loyalty, and then promote the sustainable development of tourism enterprises
|