范文格式关于景区实施体验营销的探讨.docVIP

渤海大学学士学位论文 题 目：关于景区实施体验营销的探讨 姓 名： 专 业：旅游管理 系 别：…..学院 班 级：二OO二级一班 入学年度：二OO二年九月 完成时间：二OO六年五月二十日 指导教师： 关于景区实施体验营销的探讨 摘要：随着体验经济时代的到来，越来越多的消费者已经把目光从产品或服务的质量和价格转移到消费过程中的情感体验上来，为顺应这种消费行为的变化，体验营销随之而生。二十一世纪是体验经济时代，旅游业作为二十一世纪的主要产业，其发展的关键是创造并满足旅游者的旅游体验。 本文在前人研究的基础上，阐述了旅游景区体验营销的概念及实施体验营销的竞争优势，分析了目前景区进行体验营销存在的问题，提出了景区实施体验营销的有关对策。文章的第一部分说明体验经济、体验营销以及景区体验营销的关系，分析体验经济时代旅游消费者的特征以及景区实施体验营销的竞争优势，作为策略分析的前提；第二部分主要从景区角度分析了目前体验营销的实施现状，其中存在市场定位不明确，缺乏体验主题以及服务质量差等问题；第三部分作为重点提出在景区实施体验营销的有关对策。包括：为景区设计体验主题，并根据体验的四种主要形态设计营销重点，增加景区及其产品的体验内涵，从而吸引游客参与体验；利用广告宣传，品牌塑造等手段树立景区的公共形象，影响潜在旅游者；合理分配公共资源，保证旅游者的体验经历完整以及如何采用人性化的服务弥补硬件设施的不足，为游客塑造完整而难忘的体验记忆。 关键词：旅游景区 体验经济 体验营销 体验主题 The Study on Experience Marketing of Scenic Spot Abstract: Along with the experience economy ages, more and more consumers have transferred their attentions from the quality and price of product or service to the emotion experience during the consuming process. Conforming with the change of this behavior ,experience marketing is coming .The 21st century is the time of experience economy. As the main industry of the 21st century , tourism is experience in essence. So how to face experience economy is an important problem to tourism. This article analyzes the changes of tourism consume and the strongness of experience marketing in scenic spot as the basis of the following suggestions. On the foundation of the problems in experience marketing of scenic spot’s analysis, the article talks about how to design experience for tourists, in order to satisfy their individualistic demands. Theme is the most important point which should be found and designed. Scenic spot managers should analyze the public resources of their scenic spot and how to satisfy every tourist who comes there. Service of humanity is also the main method of enhancing tourists experience quality and making unforggetble experience for them.Keywords: scenic spot experience economy experience marketing experience theme目 录 引言 1 一、旅游景区体验营销 1 （一）体验