Factors Exploration Of Tourists Loyalty Under Experience Marketing

With the era of experience economy，tourism to the needs of customersincreasingly tend to interact，experience and personalized，and how to foster travel tocustomer loyalty has increasingly become the focus of attention of the tourismindustry. The reason to travel to customer loyalty at such a height，due to the loyaltyof the tourists not only to save marketing costs and increase the potential revenue，while host and guest to reduce friction （Joaquin A legre et al，2006）. Therefore，in this context，research how to successfully maintain the tourists，to improve therevisit rate，it is particulary necessary.Research on travel to customer loyalty，the key question two：（1）What are thedriving factors of travel to customer loyalty？（2）The drivers of how the impact ofcustomer loyalty？not yet formed the conducts，for example，for customer loyalty inthe context of tourism consumption is relatively small（Fu Cai huang，2007）. Ice andSnow Tourism—tourism products to tourists experience，research and even fewer.However，as pointed out by Buhalis，with the emergence of complex tourismproducts，travel to customer loyalty is more worthy of attention.This study in review the experience economy，the experience marketing，customer loyalty and related theory，and on the basis of quality，try to travel fromperceptive value，tourist motives，customer satisfaction four aspects of tourism toclarify the customer loyalty effect mechanism. At the same time in Urumqi ice-snowtourism as atypical example，through the descriptive analysis，cross analysis andreqression analysis method of measure such as to Urumqi ice-snow tourism forempirical research. The result shows：the value of tourism，tourist satisfaction，touristmotives and tourism quality all to the customer lovalty positive impact on the role，among which the tourists satisfaction and tourist motives to the customer loyaltyinfluence is relatively large. At the same time，the population of the national statisticalcharacteristics，occupation and education degree by all affect tourism customer loyalty.Based on the above conclusions，this research mainly from changing ideas，set upbrand and department cooperation Angle related Suggestions，dangling throughimproving consumption in the process of the experience of customer satisfaction，improve customer loyalty tourist destination，the goal of Urumqi and ice-snowtourism leapfrog development to provide valuable reference.