苏州古典园林旅游的体验营销策略研究工商管理专业.doc

苏州古典园林旅游的体验营销策略研究--工商管理专业 A study on experiential marketing strategy of Suzhou classical gardens’ tourism Abstract Tourism has become one of the world’s largest and fastest growing industries since 1990s. The classical gardens of Suzhou with distinctive features, rich culture, had become the backbone and pillar of the tourism industry, occupied the Suzhou tourism industry monopoly. “Gardens in the southern Yangtze River area are the finest under heaven. And among gardens in the southern Yangtze River area, gardens in Suzhou are the best.” As one of the world's cultural heritage, the artistic value of Suzhou classical gardens are recognized by the world approval, more and more tourists at home and abroad come to visit. The Suzhou classical gardens are facing with new opportunities and challenges in the rapid development of tourismWith the growth of the tourist’s number, the satisfaction and quality of tourism is on the decline, how to improve the tourism image of Suzhou classical gardens is a difficult problem. Now the market of Suzhou classical gardens’ tourism has great deficiency in marketing mode, marketing focus, marketing channel and product design. Expanding tourism scale has become the only way of economic interests, so the feelings of tourists and tourism quality are ignored. In order to make up for this deficiency, whether tourists or scenic spots needs a new marketing strategy with which can conform the market of Suzhou classical gardens’ tourism. For the purpose, this paper attempts to apply the experiential marketing to the Suzhou classical gardens’ tourism and think about the corresponding strategy. Different from the originally extensive marketing, the experiential marketing is based on the experience of tourists, not the growth numbers of tourists. So we can effectively improve the quality and image of Suzhou classical gardens’ tourism, and make the realization of the tourism's sustainable development by developing the experienti