Research On Tourism Marketing Strategy Of Hengdian World Studios Based On Tourist Consumption Behavior

With the sustained and rapid development of domestic economy in recent years,the tourism industry is also undergoing rapid changes.Although it has been impacted by the "new crown" epidemic in the past two years,in the long run,tourism is still an industry with good development momentum and great potential.One of the most important factors to promote the development of tourism is the consumption of tourists.Hengdian world studios is the largest film and television theme park in China.Carrying out research on the consumption behavior of tourists in Hengdian world studios,finding out the law of tourists’ consumption behavior,and promoting the scenic spot to actively adjust its marketing strategy according to tourists’ consumption behavior can help the scenic spot obtain greater benefits,It can also provide a very good reference for domestic film and television theme parks and other types of theme parks to further explore the market and prolong the life cycle.Taking Hengdian world studios as an example,this paper makes a comprehensive investigation and Research on the consumption behavior of tourists in Hengdian world studios,and puts forward some suggestions to improve the marketing strategy.Taking Hengdian world studios as the "point" and "tourist consumption behavior" and "theme park tourist consumption behavior" as the "line",this paper combs the relevant research literature at home and abroad,and refers to Maslow’s demand level,tourism motivation,tourism consumer behavior,tourism consumption preference,tourism marketing and other theories.Based on the development status of each scenic spot of Hengdian world studios,we can fully understand the consumption ability,consumption perception,consumption preference,consumption decision-making impact and other conditions of Hengdian world studios tourists and the problems existing in the current overall marketing by issuing questionnaires and visiting relevant management and employees.Exploring and optimizing the marketing strategy of Hengdian world studios,starting with 22 measures such as "further doing a good job in market segmentation","flexibly adjusting ticket prices" and "enriching the types of tourism projects",we finally formed comprehensive improvement suggestions including improving the STP marketing strategy,improving the five dimensional marketing strategies of tickets,hotels,catering,commodities and tourism projects,strengthening marketing guarantee and innovating consumption leadership,Provide some thoughts for the next marketing and development of Hengdian world studios.