The Study On The Experience Marketing About Rural Tourism Based On Perceptive Value

In recent years, in the common drive of return to nature demand in tourism marketand seeking a new growth point in the rural economy, the rural tourism whose main formis "eat farmhouse meal, live peasant house, dry farmers live, purchasing peasant content,enjoy organic". Meanwhile the consumptive idea of rural tourism tourists also hasundergone earth-shaking changes, the traditional mode of mass tourism typically can’tmeet the demand of diversification, and tourist’s people pay more attention to the spiritualneeds and personalized deep psychological satisfaction. However, at present our countryrural tourism traditional marketing only focus on product function and characteristic,lacking of correct understanding about the psychological demand for tourists, emotionalsatisfaction and tourist motives. Tourists are difficult to really realize the customervalue.The contact point is not deep. It was difficult to achieve tourism the businessobjectives under traditional marketing, rural tourism experience marketing arises at thehistoric moment.The "experience" factor of experience marketing has become the most importantdriving factor achieving the customer value. The experience marketing is a kind of newmarketing mode driven by experience factor. By means of create a bright, memorablecustomer experience, customer’s spiritual requirements is satisfied. In this paper, on thebasis of predecessors’ research, through analyzing the tourists perceptive value andmarketing conception in experience economy times provide the new marketing conceptionto tourists enterprise. Meanwhile, in order to solve the rural tourism in the practice ofexperiential marketing, I put forward some strategies to promote the rapid development ofrural tourism and make better sense for the construction of the new socialist countryside.The main contents and research findings of this paper:Firstly, this paper enriches the connotation of experiential marketing and defines theconcept of rural tourism experience marketing. It analyzes the rural tourism experiencemarketing and traditional marketing distinction from three aspects which are the marketingidea, marketing value and the marketing process. It puts forward the necessity of theexperience marketing of rural tourism. Firstly, it would be helpful for our country ruraltourism brand; secondly, it would be helpful for rural tourism resources utilization; thirdly,it would be helpful for rural tourism culture protection and inheritance. Secondly, combining qualitative analysis with quantitative analysis method and incombination with the characteristics of rural tourism and customer experience theory, thispaper uses the way which combined theoretical analysis and empirical analysis to analyzepersonalized rural experience requirements. It was the first time to bring the perceptivevalue theory into rural tourism experience marketing. Using statistical analysis and SPSSsoftware, this paper summarizes and analyses the statistical characteristics of rural tourismtourists and visitors perceptive value the influencing factors and importance sequence.Thirdly, according to the importance of factors which influence rural tourism tourists’perceptive value, this paper put forward the corresponding rural tourism experiencemarketing strategy from the "pastoral scenery experience","entertainment projectexperience","education experience","emotional experience" and "production way of lifeexperience".