Research On Differentiation Marketing Strategies Of Tourism Products Based On Customer Participation—A Perspective Of Conflict Between Expected Goal And Decision Behavior

Consumers have differentiated perceptions of service experience goals and service experience engagement levels.Consumer perception of the service experience is a perceptual emotional experience,while perception of service experience engagement is a rational participatory process.Before making a purchase,consumers will have an impact on decision making due to this psychological cognitive conflict.Service experience participation brings two aspects of perception to consumers.First,because of the increased participation,the consumer's experience is stronger,but the perceived effort will be higher.Second,the participation is low,consumers pay less,and it is easier in the service experience process,but the perceived service experience is weaker.This has led to a situation where consumers have multiple conflicts of goals,requiring deep experience or an easy experience with low participation.The travel service industry is a typical example,and consumers have a dual conflict of objectives for the travel service experience.Consumers' goal of the travel service experience is first reflected in the peak experience of tourism attractions,and also has high requirements for some matters that support the peak experience.That is to say,consumers want to have a deeper peak experience,but they have to pay more attention to support the experience.On the other hand,consumers want a more relaxed travel support experience,but weaken the peak experience due to low participation.In response to this situation,travel companies provide targeted tourism products to consumers.One is a free-travel service that emphasizes the participation of consumers,and the other is a travel service that emphasizes low participation of the group.The free-travel meets the goal of the consumer's in-depth travel experience,while the company also solves part of the travel business.However,in the process of travel,it is still a kind of tourism service product that consumers are more involved in decision-making.With the relaxed travel experience of the consumers who are satisfied with the group tour,the company solves all the affairs in the travel process,the consumer participation is low,but the travel experience is not strong.Then,for two kinds of tourism products that are different from the target,how should the company advertise more to attract the attention of consumers? The first thing to be clear is whether consumers' perceptions of the travel service experience conflict between goals and decision-making behaviors.How do consumers choose when there is a conflict? And what is the consumer's decision-making thinking when making decisions? When these issues are clarified,corporate advertising can be more targeted,which will attract more attention,generate good advertising attitudes,and even purchase intentions.In response to these problems,this paper has carried out two studies based on the tourism service industry.Study 1 mainly discusses whether consumers have conflicts of goals and how to weigh or choose? What is the decision-making mode of thinking? On the basis of Study 1,Study 2 explores what strategies companies adopt for advertising?Study the internal mechanism of conflict-based service consumption based on consumer participation.The study found that,first,consumers have experience-seeking behavioral conflicts in the experience of travel services.Consumers believe that free-travel has gained a deeper experience,but they have to pay more attention;they have gained a relaxed travel business with the group tour,but the travel experience is not deep.Secondly,in response to this conflict,according to the motivation of the starting target and the frame effect of loss aversion,consumers are more concerned about the deep experience of traveling freely,and the travel consumers who are traveling with group tours mainly care about the relaxed travel experience.Third,according to the dual processing theory model,it is more emotional for the free-line consumer psychological process,and more rational for the psychological process of the group tour.Therefore,when making decisions,consumers are dominant in the choice of free-travel products,while the rational thinking of the group tour products dominates?Study 2,consumer conflict-type service consumer enterprise coping strategies and mechanisms.According to the principle of information matching in dual processing systems,the research found that,firstly,the matching effect of the type of tourism products and the type of advertising information appeals.When consumers use emotional information for advertising on free-travel products,consumers show better advertising attitudes than ads that use rational information promotion;consumers use rational information for advertising with group travel products.At the time,consumers showed better advertising attitudes than advertisements using emotional information;second,the matching effect of tourism product types and destination types.According to previous studies,tourist destinations are divided into two categories: utilitarian and hedonic.This study finds that when consumers are interested in the destination of free-travel products,they show a better advertising attitude than the destinations for utilitarian purposes;when consumers are interested in the destination of group travel products,they are utilitarian.It shows a better advertising attitude than a tourist destination for a hedonic type.Third,the matching effect of the type of tourism products,the type of advertising information appeal and the type of tourism destination.For free-travel products,compared to other combinations,the combination of free-emotional-emotional-hidden travel destinations can lead to better advertising attitudes and willingness to purchase;for group travel products,compared to other combinations,with group tour-rational information-the combination of utilitarian travel destinations can lead to better advertising attitudes and willingness to buy.Fourth,the intermediary mechanism of information fluency.This paper introduces the theory of information fluency,trying to explain the internal mechanism between the ad matching degree and the advertising attitude and the purchase intention relationship.The study found that the higher the degree of information fluency in the matching of advertisements and the types of tourism products perceived by consumers,the types of advertising information and the types of destinations,the higher the perceived fluency and the better the advertising.Attitude,and a stronger willingness to purchase tourism products?Finally,after completing the two main researches,this paper summarizes the theoretical and management practice significance of the service target products due to the different perceptions of participation and the inconsistency of decision-making behavior goals.And pointed out the research limitations of this paper and possible future research?...