Research On The Emotion Marketing Of Zhangjiajie Tourism Performing Industry

With the rapid development of tourism market and the enhancement of people’s entertainment consciousness, tourists are surging for the consumption demand of cultural tourism products, thus the industry which combines the performance with tourism comes into being. As a new kind of artistic forms, Chinese tourism performing industry has developed into a key factor of tourism destinations in the past three decades and captured a great many tourists. How to improve tourists’experience quality and avoid the repetition of performing products have become the problems that urgently need to be solved. According to the questionnaire survey in three performing places in Zhangjiajie, This paper is to analyze the tourists’perception of Zhangjiajie tourism performing industry and its influencing factors by using the experience marketing theory and emotion marketing value star model. Firstly, based on the literature at home and abroad, this thesis has established a theoretical framework and proposed three research hypotheses. Secondly, finished the investigation to obtain data from three Zhangjiajie performing place,"Tianmen Fox Fairy","Charming Xiangxi","Tima songs". Finally, through the SPSS17.0statistical analysis software, three hypotheses are verified by using the factor analysis, analysis of variance and regression analysis. Moreover, it sums up a certain factors that affect tourists’perception of emotion marketing on Zhangjiajie performing industry and the differences among those influencing factors; recommendation intention, revisit intention and the overall satisfaction are also affected by tourist’s perception of emotion marketing.This study provides three analysis conclusions:(1)the emotion marketing of tourism performing industry contains five factors based on the factor analysis, that is, story, regionalism, experience, creativity and value; furthermore, the story covers the most extensively among these factors.(2) different educational level, occupation, purpose of the travel, cause of their choice, and the frequency of watching the performance in Zhangjiajie exert different effect on tourists’perceptions of Zhangjiajie tourism performing industry.(3) there exists a linear relation between the totally evaluation project which contains recommendation intention, revisit intention, the overall satisfaction and tourism performing industry. According to the research conclusion, this paper, from five aspects (experience, story, regionalism, creativity and value), puts forward some corresponding suggestions to boost the development of Zhangjiajie tourism performing industry. With the lack of previous studies and the limitation of individual energy,there also exists some deficiencies of the study and needs further modification and improvement in the future.