Research On Experiential Marketing Strategy Of R Glamping Campsite

Nowadays,with the improvement of people’s quality of life,leisure and vacation tourism has become one of the important links to improve the quality of life.In addition,due to the limitations of some social and environmental factors,short-distance outdoor travel and peripheral travel have gradually become the mainstream form of tourism.Driven by factors such as the rise of short-distance tourism,the rise of outdoor economy,the recovery of tourism economy,the trend of weekend economy and the fission of social circles,glamping,which focuses on short-distance wild luxury and outdoor nature,leisure interest and social experience,is sought after by the public as a representative of the new consumption direction,and the market attention continues to rise.In the era of experience economy,consumer demand tends to be emotional,experiential and personalized,and consumption patterns tend to be active and diversified,which makes many campsite enterprises have to re-examine their marketing model.Exquisite camping industry,as a new branch of the natural experiential economy-leisure tourism market,relies on consumers’ living habits and consumption demands,provides products and services that can arouse emotional resonance and conform to camping scenes,and formulates experiential marketing strategies to meet consumers’ material and spiritual needs.It has become an important means for relevant enterprises to enhance their core competitiveness and consolidate their development in the era of experience economy.This thesis takes R glamping camping as the research object,according to the principle of problem-oriented,adopts the methods of literature research,case analysis,questionnaire survey and field interview to optimize and formulate experiential marketing strategies suitable for its own situation.First of all,the R glamping campsite profile,organizational structure and human resources construction,operating income and other basic information are introduced,and the marketing status of the camp is described.Secondly,the results of field research and questionnaire survey are analyzed in depth,and the problems in marketing strategy are summarized and the causes are analyzed.After analysis,it is found that there are four major problems in R Glamping Campsite: first,the online marketing promotion is insufficient,and the convenience experience is not perfect;sec ond,the quality of campsite products is uneven,and the homogeneity of experience items is serious;third,the social attributes are weak,and the atmosphere experience is not strong;fourth,the service experience content is imperfect,and additional products and derivative business have not yet been reflected.Thirdly,combined with the analysis results of market research data,using experiential marketing,tourism experiential marketing and other related theories,this thesis studies the experience types suitable for R exquisite camping site,constructs the framework of its implementation of experiential marketing strategy,and optimizes the design of corresponding strategies to deal with existing marketing problems.Specifically,it includes two parts: the main strategy of entertainment experience marketing,action experience marketing and emotional experience marketing,and the supporting strategy of service experience marketing,atmosphere experience marketing and cultural experience marketing.Finally,reasonable suggestions are put forward for the implementation of the strategy in the camp.It is expected that after a certain implementation cycle,the optimized and innovative experiential marketing strategy can significantly improve consumer experienc e satisfaction while expanding the profit margin of the camp.Through the research on R glamping campsite,for one thing,it can enrich the current theory of experiential marketing and provide a reference for the future development of camping industry;for another,it can be used as a reference for other enterprises or entrepreneurs of the same type,and has a certain reference value for the formulation and implementation of experiential marketing strategies and the improvement of the overall marketing level of exquisite campsite enterprises.