Research On T Company's Customized Products Of Cultural Tourism Based On Customer Experience Theories

As the mass consumption upgrades,the tourism industry gradually develops and has become an important pillar in the service sector,emerging new formats such as cultural tourism and customized tourism.They will become the blue ocean market which brings new competition.Compared with traditional tour products,some enterprises have high costs and non-standard procedures,when they design cultural customized tourism products.Based on customer experience,customer participation,cultural tourism and other related theories,this paper takes T company as a case to explore new methods.These solutions and schemes are provided for various tourism enterprises to design their products.The paper studies the cultural tourism customized products through literature research,case analysis,questionnaire survey and other methods.It firstly reviews theories of customer experience,customer participation,cultural tourism and product customization theories,and determine the main problems to be solved.Secondly,it uses tools to analyze domestic cultural tourism industry and related market segments,taking an example of T company to analyze the current situation and problems in the company and its competitors.Then based on theories,design the customized product of cultural tourism,meeting customers' personalized needs.Finally,based on the experience quality theory,design two questionnaires to compare the same destination with the group cultural tour and customized cultural tour products,assessing their experience perception and profits.Through cases and data,the paper concludes that customized cultural tourism products have better experience and higher participation,compared with cultural group tour products.Methods and tools used in product design in this paper are instructive to practice.Firstly it designs the service flow and methods for customized cultural tourism products,which can be used by other tourism enterprises.Secondly,it establishes the customer experience and effect evaluation system for cultural tourism products,which can provide reference value for similar enterprises.