Practice And Application Of Experiential Marketing In Tourism Island Project

With the gradual development of society and economy,people's living standards have been greatly improved.Tourism has become a common way of life,and the habits of tourism have also been updated and iterated.Twenty-first Century is the era of experience economy,and experience economy represents the trend and trend of economic development.In the era of experience economy,tourists' tourism consumption demand has changed a lot,the proportion of personalized and emotional demand has risen,and the experiential demand has gradually become the mainstream of tourism demand.Tourism is essentially an activity in which people leave their usual surroundings and seek other experiences,so tourism itself is a kind of experience,and tourism is a kind of natural experience economy.First of all,this paper expounds the purpose,significance,research ideas and methods of SYD experiential marketing under the background of the experience economy.Then,it summarizes the theory of experiential marketing,such as production and development,experiential marketing and so on,which lays a theoretical foundation for subsequent research.SYD is a location for international tourism and leisure resort destination of the artificial island,this paper takes SYD as the research object,using the PEST analysis method,SYD analysis of external environment and micro environment,and to study the current situation of experience marketing,analyzes the existing problems and shortcomings,give full play to the function of experience marketing,operation the experience marketing theory,put forward SYD experiential marketing and strategy is proposed,which is the experience marketing theory in the SYD experience a new attempt in marketing,also has certain reference value for related island tourism marketing.