Strategy Research Of Ecological Sport Tourism Experience Marketing

Since twenty-first century,with the continuous improvement of people’s living standards,the improvement for the spiritual life of the demands is increasingly strong.Touristsm as a leisure way to relax and release the pressure to restore state,and become a keen choice for people to spend their leisure time.With the Experience Economy emerging and developing,having a great significance on economic patterns,industry structure,marketing strategy,and because of its natural tourism activities has experiential attributes such that the tourism industry has become the experiential marketing theory with specific industrial development plots.At the present stage,China’s sports industry is starting to Mass,leisure,ecological development.As with the tourism activities belong to the same way for people to spend leisure time,sports and tourism activities has become a necessity trend,and spawned a burgeoning eco-tourism industry of sports.Sports tourism is eco-tourism industry in the form of experience and constantly enrich the connotation of economic conditions in miniature.Ecological Sports Tourism combines sports,tourism,ecological environment three elements to the integration of tourism resources while meeting people for good health,close to nature,and release the pressure of a variety of travel demand as the goal,requiring the development of ecological tourism and sports marketing to be based on the traditional marketing model,from the consumer point of view to the introduction of experiential marketing model,in order to promote the emerging eco-sports tourism industry getting healthier,faster and more long-term development.This paper includes six parts: the first part introduces the research background,the research significance and purpose of this paper,and the research status of the thesis are summarized;the second part through literature data collection and analysis,introduces the model and concept,this paper related theory,the third part of the marketing;through the analysis of current situation of ecological sports tourism put forward the necessity and significance of ecological sports tourism by experiential marketing;the fourth part is the empirical analysis,the comprehensive evaluation of SWOT-AHP-QSPM model of the marketing strategy of the Xiasi Ecological Sport Park were carried out based on the decision in the analysis of ecological sport parks present the actual situation and the inside and outside Department of environment;the fifth part is the implementation of measures in the analysis of the target market and customers from the point of 4P group The marketing strategy is decomposed,and the specific marketing strategy is established.And established the related safeguard measure;finally to the full text has carried on the summary and to the ecology sports tourism industry development to make the forecast.In this paper,the development and operation of participation during the author internship at the Xiasi Ecological Sports Park as a starting point,a reasonable and practical research through the development of empirical analysis and marketing strategy of Ecological Sports Tourism Experiential Marketing strategies to ecological sports tourism development and the development of marketing strategies and similar resorts and projects to develop a positive reference.