An Empirical Study Of The Impact Of Customer Experience Based On Industrial Tourism On Corporate Customer Loyalty

The era of experience economy has come.Modern consumers not only pay attention to the quality and price of products,but also favor a unique and personalized consumer experience.More and more companies use the new experience-based marketing strategy of industrial tourism to maintain the relationship between the company and its customers.As a result of the integration of manufacturing and tourism industries,industrial tourism can more effectively enhance customer experience,increase company awareness,and spread corporate culture.Based on this,the paper explores the impact of customer experience generated by the new type of experience marketing model of industrial tourism on corporate customer loyalty,and builds four dimensions of customer experience based on industrial tourism(sense experience,feel experience,think experience,act experience)The model of influence on customer loyalty two dimensions(attitude loyalty and behavioral loyalty),using literature review method to summarize the research works of predecessors scholars,as a theoretical support,select China's first batch of industrial tourism demonstration sites--Tsingtao Brewery Industrial Tourism Base,as the main research object,went to the site for investigation and research,conducted empirical research through questionnaire survey and empirical analysis,and used SPSS20.0 software to conduct descriptive statistical analysis,reliability analysis,and validity analysis of the survey data.Factor analysis,correlation analysis,regression analysis,and analysis of variance were used to study the relationship and influence between industrial travel customer experience and customer loyalty.Finally concluded:(1)The customer experience based on industrial tourism has a significant positive impact on customer loyalty.(2)The thinking experience influences customer loyalty to the greatest extent,followed by sensory experience,emotional experience and action experience.(3)The customer experience and customer loyalty that the customer participates in the industrial tourism of the company will not be significantly different due to the difference in the customer's gender and income level;the customer experience and customer loyalty that the customer participates in the industrial tourism of the company There are significant differences due to differences in customer age,education,and occupation.(4)Enterprises adopt the experiential marketing strategy of industrial tourism to create a unique customer experience thatcan enhance customer loyalty to the company.High-quality industrial tourism activities can bring direct benefits to businesses,such as ticket sales,souvenir sales revenue,and indirect benefits,such as the relationship between old customers,marketing,creating new potential customers,improving corporate reputation,and spreading a good corporate culture.Based on the above conclusions,the writer tries to provide a new strategy of promoting customer loyalty based on the new experiential marketing of industrial tourism.