Research On Tourism Destination Arketing Under Experience Economy Background

Tourism destination marketing is a new hot spot of theory research at home and aboard.Chinese and foreign scholars have made a large number of in-depth studies on the destinationimage, brand and marketing organization for a long time past. They have achieved fruitfulresults of the theory and practice，but the research about tourism destination marketing is stillat the exploratory stage. On the basis of referential review of domestic and foreign literature，this paper makes a thorough careful research on tourism destination marketing bycomprehensive usage of the experience economy，tourism destination marketing theory andother disciplines. Under the experience economy and the great development of China’stourism industry background，this paper describes the experience-oriented tourism destinationmarketing innovation，builds the evaluation system of tourism experiences and proposesevaluation method by taking Jixian tourism destination as an example.Firstly，we make retrospective analysis of experience economy and tourism destinationmarketing theory with the method of document research to identify the current domestictourism destination marketing’s deficiencies and development.Secondly，we analyze the changing of tourism demand，impact factors and processanalysis of tourism consumption decisions. Studies have shown that，in the experienceeconomy，consumer demand for tourist is to the development of personalized，high-level.Influencing factors on tourism consumption decisions tend to be diversified，experiencefactors are increasingly important.Again，the traditional tourism destination marketing has been analyzed. According to therole of government in the tourism destination marketing，tourism destination marketing willbe divided into Government-led model，Government-participation model andGovernment-assistant model. Studies have shown that each mode has its advantages anddisadvantages and applicability. In the experience economy，the experience-orientedmarketing model is more suitable for the current economic structure.Finally，that is a case study of Jixian tourism destination. We analyze and summarize theposition，the main characteristics and problems of Jixian tourism destination marketing. Tosolve these problems，we build Jixian tourism destination innovative marketing model basedon experience economy.