Product Optimization Of L Scenic Spot Based On Brand Experience

At present,the research and practical exploration of the Linpan tourism market is still in its infancy.There are few articles on how Linpan scenic spots can adapt to the market and build a relatively complete Linpan tourism product system,which provides some research space for this article.Through a survey of the current status of domestic and foreign Linpan tourism markets and products,this article finds that there is a lack of research results on the theories and methods of Linpan tourism,and the research subjects are not rich enough,with less attention to the actual development and management issues of scenic areas.As one of the first Linpan tourism construction scenic areas in Chengdu,L scenic area has a deep industrial foundation and historical heritage,strong comprehensive resources,diverse types,high accessibility,and a large forest coverage area.However,its development is still immature,and there is great development potential.Therefore,L scenic area,as the research subject of this article,has strong theoretical and practical significance.Since the implementation of the rural revitalization strategy,Chengdu has vigorously promoted the Linpan protection and restoration project,and the growth rate of Linpan scenic areas has been significant.However,with the intensification of market competition,the problem of single business formats and serious product homogenization among scenic areas has gradually emerged.At the end of 2019,the outbreak of the COVID-19 epidemic forced the entire tourism industry to undergo a reshuffle.Changes in consumer demand have led to new characteristics in the tourism market.At the same time,the concept of branding has been constantly evolving,and consumers not only focus on product functions and quality but also pay more attention to the entire consumption process.Facing the above reasons,the previous product system of L scenic area had many problems,such as a single source of income,outdated entertainment facilities,and weak service relevance.It is no longer able to meet the new demand of consumers for high-quality,differentiated,healthy,and in-depth leisure experiences in the normalization stage of the epidemic.How to use its own unique advantages to create a distinctive brand product and stand out among many homogeneous brands has become an urgent problem to be solved.In this regard,this article selects L scenic area as the research object and potential target customers as the research sample.First,the PEST tool is used to analyze the current business status of the scenic area.From the external environment,the country’s policies and the emergence of new tourism business formats provide sufficient development space for Linpan tourism in the future.From the perspective of market marketing environment,the scenic area’s ecological resources,primitive tribal culture,and site area have strong competitiveness in the market.Secondly,based on the scenic area’s resource endowment,the SWOT analysis method is used to explore the current predicament faced by the scenic area,which is attributed to inadequate brand building and the lack of differentiation in product creation,which weakens its unique competitiveness.Thirdly,based on the brand experience theory,starting from the five dimensions of sense,emotion,entertainment,behavior,and thinking in the model content,the article truly designs a full touchpoint consumption experience to optimize the scenic area product system from the perspective of tourists,thereby achieving marketing goals.Finally,in order to make the plan both scientific and adaptable to the market environment,the IPA model is used to verify the feasibility of the product optimization plan and provide constructive suggestions for the development of the scenic area,ultimately achieving the goal of using theoretical knowledge to guide the management and practical work of the scenic area.The research findings of this article demonstrate that L scenic area has a very rich experiential content,and the five-dimensional structure of the brand experiential model,including sensory,emotional,entertainment,behavioral,and cognitive dimensions,is applicable to product optimization solutions.In addition,through research on the target customer group,it can be seen that tourists have a good evaluation of the importance and satisfaction of experiential products.Therefore,by shaping a unique experiential feeling,it is possible to establish a relative competitive advantage for the scenic area,promote consumption behavior,and it is expected that the scenic area will achieve both revenue and reputation growth in the future.