Study On The Impact Of Experience Marketing On Brand Loyalty Of Pingyao Ancient City

At present, the rapid socio-economic development promote the deepening reform in various ffields.In the field of tourism, the tourists’ income is increasing, and there are more and more ways of getting information. In the process of selecting the destinations, tourists pay more attention to whether their spiritual needs can be met. At the same time, due to the similar resource endowment and the limited development technical, the homogeneity problem between the tourist attractions is more and more obvious. Following the problem is that the traditional marketing model has been difficult to adapt to the needs of the market. For the tourists, the purpose of traveling is to obtain a different and better experience. Therefore, tourist attractions need to mobilize various factors to implement experiential marketing strategy.Tourism experience marketing make visitors fully participate in all kinds of activities to get more psychological satisfaction and to enhance the loyalty of tourists.Taking Pingyao Ancient City as a case, this paper studies the effect of experience marketing to Pingyao Ancient City brand loyalty. First of all, on the basis of strategic experience modules put forward by Schmitt, this paper analyses the actual situation of PingYao Ancient City and refines six dimensions of experience marketing on PingYao Ancient City (sensory experience, thinking experience, related experience, functional experience, activities experiences and price experience). Secondly, this paper builds on the experience marketing role model influencing PingYao Ancient City brand loyalty. Through factor analysis, correlation analysis and regression analysis, the studies show that the six dimensions of experience marketing besides price experience have a positive impact on perceived value, satisfaction and PingYao Ancient City brand loyalty. Mediating variables-perceived value and tourists satisfaction have a positive impact on the PingYao Ancient City brand loyalty. On demographic characteristics of tourists, there are some different impacts for people of different age and occupation on experience marketing. Compared with the young and the old, the minors and middle-aged have a higher level of sensory experience. On the perception of experience marketing implemented by PingYao Ancient City, stable professional visitors have a higher degree than risk professional visitors. There is also the same case on tourists’perceived value and satisfaction. Finally, according to the research results, this paper puts forward the target-oriented proposals on destination marketing:(1)Make the tourist demand as the guidance, and vigorously implement the experience marketing strategy; (2)Plan and develop the ancient city to keep the characteristic of the ancient city for the visitor with good sense experience; (3)Use multiple forms of communication to convey the historical and cultural value of ancient city for the tourists with good thinking experience; (4)Regulate market order and guide tourists to participate in activities with good related experience and activities experience; (5)Improve tourist facilities and set the reasonable price for the tourists with good functional experience and price experience; (6)Carry out experiential marketing for a specific group of people to improve marketing performance.