Research On The Optimizations For The Night-Time Market Marketing Strategies Of Chengdu Dreamland T

Since the outbreak of the COVID-19,the tourism industry has been hit hard,and considerable amount of theme parks have encountered an existential crisis.To overcome the predicament,some theme parks have begun developing night economy projects,by extending the time to make up for the limitation of their operating space,so as to compensate for the reduction of operating hours during the epidemic and the load of space equipment after the epidemic.Night economy includes two aspects,namely the night business activities of the supplier(enterprise)and the night consumption activities of the demander(customer).However,as for the night operation of tourism attractions(including theme parks),there is still a lack of effective and specific relevant researches in the academic community.At the same time,although the necessity of its implementation is generally recognized in the practical community,it shows that most operations failed,and the phenomenon of insufficient night consumption of earn hurrahs at a loss appears.Therefore,the problems of how to operate theme parks at night and the similarities and differences between day and night management strategies need to be followed up and discussed by effective research.Regional,single,small and medium-sized non-public theme parks account for more than 98% of the total domestic theme parks.Such theme parks are often born with real estate projects and lack facilities,equipment and space,resulting in less than 1% of their operating profits.Therefore,this study selects Chengdu Dreamland Theme Park as the research object,because it meets all the characteristics of the above-mentioned theme parks,and has been profitable,therefore it is typical and representative,and the research conclusions can be popularized and referred to.This study compares the differences in perceptions and consumption intentions of tourists between day and night in Chengdu Dreamland Theme Park,and then interprets them to provide optimization suggestions and decision-making references for specific marketing measures for its nighttime operations.This study is designed into six parts.It raises questions from the research background,defines and analyzes the literature from the questions,then constructs the research model,and then interpreting the relationship between variables through the data collection and analysis,so as to provide reference for the optimization of the final management decisions.Therefore,this study first uses the grounded theory,with the help of Python data collection software to capture the customer comments about Chengdu Dreamland Theme Park in Meituan app,and summarizes the high-frequency vocabulary into eight consumer perception elements.Subsequently,this study uses SOR model as the theoretical basis to explain the consumers’ behaviors of tourists from the perspective of individual internal cognition and emotion;Through the random sampling survey of the daytime and nighttime tourist perceptions and consumption intentions data of Chengdu Dreamland Theme Park to explore the influence mechanism and differential performance of perception factors(daytime vs nighttime)on consumption intentions.The contribution of this research lies in the construction of a scale of tourist perception factors for regional,small-scale and single private theme parks,such as Chengdu Dreamland Theme Park,which accompanies real estate projects,and draws the following conclusions:(1)tourist perception has a positive impact on satisfaction and consumption intentions;Satisfaction plays an mediating role;(2)There are day and night differences in the perceived factors that affect tourists’ willingness to consume,and these differences in the perceptions of park elements at night generally affect tourists’ consumption intentions more than during the day.Finally,combined with the 7P marketing strategies,this research innovates and upgrades the marketing strategy of the Chengdu Dreamland Theme Park and provides management suggestions to improve tourists’ satisfaction at night,thereby enhancing tourists’ consumption intentions and increase the income of night operations.