The Research On Promoting Strategy Of Craft Shopping Tourism Experience Based On The Analysis Of ASEB Grid

Craft shopping tourism is an important part of the modern tourism economy, the research of the shopping tourism domestic and abroad has been wide, but the research of the craft shopping tourism in China especially the research of tourism experience is lacking, and lagging in development mode. The research takes Putian Craft and Arts City as an typical example, study the promoting strategy of craft shopping tourism experience, and it will be certain practical significance to promote the development and transformation of craft shopping tourism.First elaborating the research background and significance, reviewing the domestic and abroad research of the shopping tourism, tourism experience and craft shopping tourism, determining the research methods and technical route. Secondly, introducing the economic and social development, geographical and climatic situation of Putian City, describing the general environment of craft shopping tourism of Putian from tourism, arts and craft industry, summarizing the construction, location and shopping tourism development of the Putian Craft and Arts City. Third, introducing the concept of ASEB and its application in tourist experience research, determining the questionnaire design and survey methods, analysing the questionnaire results through SPSS, obtains the questionnaire analysis conclusion. Fourth, in accordance with the results of the questionnaire, using ASEB to analyse the strengths, weaknesses, opportunities and threats in activity, setting, experience and benefit of the craft shopping tourism experience in Putian Craft and Arts City. Finally, on the basis of the ASEB analysis conclusion, proposing a strategy to enhance the tourism shopping experience of Putian Craft and Arts City from the concept of operations, supporting facility, line development, experience promotion, marketing promotion and other aspects, in order to give some references of the shopping tourism development for some craft shopping scenic and specialized marcket in Putian and even other domestic cities.