Planning Research Of Experiential Tourism Product

Since the service economy has got more and more mature, experts begin to discuss the fourth economy and search for the fourth element with economic value. For this background the Experience Economy received concerns from the academic fields and became more and more popular. On the principle of the Experience Economy, the paper attempts to relate the further development of tourism product planning with it, and creates an innovative line of tourism product to broaden and deepen the current planning methods of tourism product.Firstly, the paper focuses on the research on the nature of Experience Economy, experience and tourism product planning and summaries the implied relationship among them. Based on this, the paper raises a brand-new concept: the experiential tourism product that refers to the products concerning the tourists' experiences and feelings in the very first.Secondly, the paper analyzes the tourist resources and the tourist market in China, which ensure the possibility to develop the experiential tourism product in China. China has so abundant tourist attractions with inclined culture meanings that tourists will have many things to experience. At the same time, the Chinese tourist market is getting more and more sophisticated. People concern more with the personal experience they can get from the trip other that just sightseeing. That also provides us the feasibility to carry out the experiential tourism product.Thirdly, the paper attempts to find out the general rules and methods to practice the experiential tourism product planning. The product will contain six elements named theme, plot, setting, role, performance and control. Each element requires certain planning principles and skills.Last but not the least, in terms of the study above, the paper summarizes the tactics of experiential tourism product marketing plan, and combined with the SWOT model, the paper analyses the evaluation system of experiential tourism product to see if they are practical in the tourism industry.Certainly, there remain lots of issues related to the experiential tourism product planning that can't be all covered by the paper. They need further considering and make the planning system more complete and integrated.