Research On Experience Marketing In Maiji Mountain Scenic Area

With the rapid development of economy and the progress of modern science and technology,a new economic pattern, experience economy emerged, which promote the experience need of thecustomer. As the tourism industry related to the experience economy, with it's own specific natureof experience closely, determined that experience marketing could be applied effectively in thetourism industry. For the traditional scenic area, with some advantages in term of tourismresources, such as scarcity, uniqueness and monopolization, the development model ofresource—oriented sightseeing tour predominate the market for a long time, therefore, theproducts,satisfying the need of the tourists' travel experience deeply, could not be providedwithout objective analysis of the psychology and need of the customer, which produced someproblems in traditional beauty spots,such as too short time of staying, insufficiency of tourismconsuming, the declining attraction of tourism destination for the tourists and the lowering loyaltyof the customer. The essay aims to choose Maiji mountain scenic area as the research object,trying to apply experience marketing in the traditional beauty spot to solve the problems of theslow increasing of the tourism number and income caused by unitary products. The essay firstly introduced the relative theory of experience marketing observation of therelative documents on the basis of the o and combined the characteristics of modern tourismdevelopment and the application of the experience marketing in current tourism to point out thenecessity of application of the experience marketing in Maiji mountain scenic area. Secondly, Ianalyzed the marketing problems in Maiji mountain scenic area through self-made questionnaireof satisfaction of the tourism in Maiji mountain scenic area.In the end, put up with the tactics ofexperience marketing in Maiji mountain scenic area pointedly by using successful experiences inother beauty spot for reference.