The Gamification Design Of Cultural Tourism Based On Experience Marketing

The "14th Five-Year" outline plan clearly proposes to promote the integration of culture and tourism,to develop smart tourism in depth,and to improve the tourism consumption experience.Through the integration of cultural and tourism,allowing people to experience the excellent historical culture and value beliefs of the Chinese nation has become an important way to enhance self-confidence and strengthen the sense of belonging to the national culture.From the social background,cultural tourism has gradually become the preferred type of mass tourism in recent years.According to survey statistics,in 2019,scenic spots where the public will choose the types of cultural landscapes include ethnic/ancient town customs and historical relics,accounting for41.8% and 35.1%,respectively,and the demand for cultural tourism is prominent.Studies have shown that tourists’ knowledge background,aesthetic tastes,and cultural valueshave significantly affected their cultural cognition during the travel process.The "homogenization" of tourism consumption space in scenic spots,lack of participating and experienced tourism activities and high-quality cultural interpretation methods,causes the interaction between tourists and tourist attractions to stay more on the visual level,"walking horses and flowers" The style of tourism has not shortened the distance between tourists and culture.In order to strengthen the interactive experience of tourists and the people and things in the tourist destination and the perception of the culture of the tourist destination during the tourism process,this paper proposes to take the research of gaming experience marketing as the entry point of design practice,and analyze the tourism in the process of cultural tourism.Consumers’ types,motivations,behaviors,behavioral stages,goals,and related theories of gamification,propose strategies to involve gamification experience marketing in cultural tourism,and apply them in the process of cultural tourism consumption.It aims to provide a relaxed and interesting form for tourists’ cultural interpretation and cultural representation of scenic spots,and improve the quality of tourists’ travel experience and satisfaction with scenic spots.The research focuses on the application of gamified experiential marketing in cultural tourism,searches for related books and literature,and summarizes the concepts of tourism consumer behavior,cultural tourism experience,gamification design,and experiential marketing.The main characteristics and motivations,the main influencing factors of cultural tourism experience,and three types of tourism consumers.Clarify the relationship between tourism consumer behavior motivation and the core driving force in gamification design in the process of cultural tourism,and propose the feasibility of gamification intervention in cultural tourism consumption.And export gamification as a way of experiential marketing,which can promote the motivation of tourism consumers,thereby influencing the concept of tourism consumer behavior.Through interviews with people,summarize the design goals for tourist consumers and through literature research,summarize the design goals for scenic spots and shops in the scenic spots.Then put forward the three levels that designers need to consider when mining and sorting out the culture and the guiding principles for the construction of cultural symbols,and formulate the gamification experience marketing strategy in the cultural travel experience to guide how to integrate game elements into the gamification framework.So as to concretely construct and represent cultural symbols.Finally,the steps and specific content of the model building of gamification experience marketing intervention in cultural tourism are formed.In order to verify the validity of the model,the Taizhou Fucheng Cultural Tourism Zone will be taken as an example to carry out design practice,and the model will be verified and adjusted according to the feedback results of tourists.In this article,we summarize the design process of introducing gamified experience marketing into cultural tourism consumption,strengthen the cultural display and experience of scenic spots,and provide a reference for solving the problem of poor cultural interpretation of tourist attractions.opinion.I hope to expand ideas for designers and provide effective and professional design solutions for cultural tourism experience.