Impact Of Industrial Tourism Experience Marketing On Corporate Brand Cognition

In recent years,as China's "Tourism +" strategy continues to advance,the new model of "industrial + tourism" integration and development has been gradually recognized.This not only becomes a new idea for the transformation and upgrading of old industrial bases and resource-exhausted cities,but also a modern industrial enterprise Enhance the brand image of the new way.After decades of development,industrial tourism has undergone tremendous changes in the way of experience.Affected by occasional food safety incidents and negative online public opinion,the overall confidence of Chinese consumers in China's food enterprises suffered a serious setback and the recovery process was relatively slow.The lack of consumer confidence can reflect the following questions: First,consumer disappointment and misunderstanding of the quality and safety of the various links in the food supply chain;Second,the public opinion of the network seriously misleading consumer awareness,many food safety incidents by the network of fermentation and dissemination Already depart from the fact itself.Therefore,seeking new marketing methods for “Made in China” has become an important issue for both theoretical and practical fields.Based on this,this study starts from the reality of the industrial travel of Chinese enterprises and combines the new marketing mode of experience marketing in the experience economy era.Taking the food industry as an example,this paper studies the impact of industrial tourism experience marketing on corporate brand awareness.Through the redistribution of the dimensions of experience in the experiential marketing of industrial tourism,the effects of various dimensions(education experience,entertainment experience,aesthetic experience,and technology innovation experience)on corporate brand cognition are explored,and then the confidence perception of tourists is examined between the two.Mediating Role.The research results of this paper show that: Firstly,the dimensions of industrial tourism experience marketing are constructed through exploratory factor analysis,including education experience,entertainment experience,aesthetic experience and technology innovation experience;secondly,education experience,entertainment experience,aesthetic experience and technology innovation experience are significant.Positively affect corporate brand perception,in which education experience and technology innovation experience have a greater impact on corporate brand perception than entertainment experience and aesthetic experience.Third,the impact of tourist trust perception on corporate brand experience in all dimensions of industrial tourism experience marketing Play a partial intermediary role.Finally,this paper proposes the measures to improve the experience of the marketing of the food industry and the feasibility of improving the perception of the trust of the tourists.It also provides industrial tourism for the food companies,strengthens the brand cognition of the consumers,and provides theoretical support and practical guidance.