Study On The Experiential Marketing Strategy Of Forest Tourism

Since our country established the first forest park in 1982, the construction of forest park and forest tourism industry have gained considerable development. As the development and construction of our country's forest tourism deepened further, the market competition of forest tourism has been becoming fiercer continually, and the marketing tactics have already become the important component of seeking for development for forest park. What kinds of marketing tactics should be taken is one of the key factors which concern whether forest park could get success or not.The experience marketing is a bran-new marketing mode which generated following the arrival of the experience economy. It not only caters to people's demands to experience in the era of the experience economy, but it also gets the experience essence of traveling. This paper attempts to apply this new marketing mode to the marketing field of forest tourism and tries to solve a series of ubiquitous problems in the development course of our country's forest tourism industry which were resulted in because of the lacks of products' features and core competence, such as the low tourists' satisfaction degree, the lack of loyalty degree, malignant competition among forest parks and so on.The main body of this paper is composed of four parts. The first part describes the relevant theories of experience marketing and the concepts of forest tourism and experience of forest tourism. The second part analyses the necessity of leading the experience marketing into forest tourism and points out the meanings of implementing experience marketing for forest tourism. The third part expounds the core of experience marketing for forest tourism that is the design of forest experience and sets up the assembled model of experience marketing for forest tourism basing on market analysis. The fourth part carries on demonstration research aiming at the National Forest Park of Xiao Longshan Mountain and puts forward concrete tactics of experience marketing for forest tourism.