Research On The Marketing Strategy Of A Tourism Product Of W Travel Agency

At present,great changes have taken place in the tourism market environment.The traditional way of market segmentation according to the consumer groups is no longer applicable.It is necessary to adjust the business strategy flexibly according to the new marketing environment,so as to better meet the personalized needs of the tourism market and realize its own development by providing customized services for tourists.This paper analyzes the experiential tourism marketing model and puts forward relevant marketing improvement countermeasures and suggestions combined with the internal and external business environment of W travel agency.In this paper,STP theory,4V theory and other theories are used,and questionnaire survey method,literature research method and other research methods are used to the analysis on A tourism product marketing of W travel agency.The study found that due to the inaccurate market segment selection and target market positioning,the lack of Internet platform construction and big data analysis ability,weak service marketing concept,the lack of tourism marketing professionals and other reasons,A tourism product has serious product homogeneity and difficulty in reflecting cultural added value,and weak consumer resonance.Through adequate market research and customer demand analysis,the goal of A tourism product market positioning and classification of customer groups has been precisely targeted,through which we determine to provide with Chinese local characteristics cultural tourism products and to develop high-end customized products with the core of experiencing diversified life and cultural differences,highlighting the added value of experience and culture,leading the value resonance and strengthening the level of marketing services.This article explores the experiential customization marketing of A travel product of W agency,which has played a role in attracting experiential customization marketing mode to the domestic small tourism industry,and is conducive to the transformation and development of the industry.At the same time,it will play a certain role in further standardizing and developing the experiential customization tourism marketing theory in the introduction and application of the travel market.This paper focuses on the general trend of customized and refined development of tourism industry,analyzes the opportunities and challenges brought by the rapid development of outbound tourism market and the upgrading of tourism industry,captures the deep unmet spiritual civilization needs of tourists,puts forward the urgency and feasibility of implementing experiential customization marketing strategy for travel agencies,uses big-data accurate analysis to develop marketing strategy for A tourism product of W travel agency.