麦积山风景区体验营销研究-工商管理专业毕业论文.docxVIP

中文摘要经济的快速发展和现代科学技术的进步推动了新的经济形态的产生，体验经 中文摘要 经济的快速发展和现代科学技术的进步推动了新的经济形态的产生，体验经 济的到来促进了消费者的体验需求，作为与体验经济密切相关的旅游业因其所具 有的体验本质决定了体验营销能够在旅游业领域有效实施。对于传统风景区来 讲，由于在旅游资源方面具有的稀缺性、唯一性、垄断性等优势，使得资源导向 型观光旅游发展模式长期占据主导地位，使得这些风景区由于缺乏对消费者心里 需求的客观分析而无法提供能够满足游客深度旅游体验需求的产品，致使一些传 统风景区出现游客逗留时间短、旅游消费不足，旅游目的地对旅游者持续吸引力 下降及游客忠诚度降低等问题。本文通过选取麦积山风景区作为研究对象，试图 将体验营销应用到传统风景区中，以有效解决麦积山风景区因旅游产品单一而导 致旅游接待人数和收入增长缓慢的问题。 本文在查阅有关文献的基础上首先介绍了体验营销相关理论，并结合现代旅 游业发展特点及体验营销在当前旅游业中的应用，指出麦积山风景区实施体验营 销有其必要性；其次通过自编的《麦积山风景区游客满意度调查问卷》对麦积山 风景区存在的问题与市场进行客观分析，最后借鉴其它风景区的成功经验有针对 性的提出麦积山风景区体验营销策略。 关键词：麦积山风景区，体验营销，旅游体验，研究 ABSTRACTWith ABSTRACT With the rapid development of economy and the progress of modern science and technology, new economic pattern，expcTtence economy emerged,which promote the experienoe need of the customer．As the tourism industry related to the experience economy，with it’S own specific nature of expenence closely,determined that experience marketing could be applied effectively in the tourism industry．For the traditional scenic area,丽th advantages in term of tourism l@SOUlr．,es，such鹪∞arci饥uniquen销s and monopolization，the development model of resource--oriented sightseeing tour predominate the market for long time,there‰，the products，satisfying the need of the tourists’travel experience deeply,could not be provided without objective analysis of the psychology and need of the oustomer,which produced some problems in traditional beauty spots,such too short time of staying，insufficiency of tourism consuming，the declining attraction of tourism destination for the tourists and the lowering loyalty of the customer．啊他essay aims to choose Maiji mountain scenic the research object, trying to apply experience marketing in the traditional beauty spot to solve the problems of the slow increasing of the tourism number and income caused by unitary products． The essay fnstly introduced the relative theory of experience marketing observation of the relative documents the basis of the and combined the characteristics of mo