Research On Tourism Commodity Marketing Model Of Xinjiang Based On Virtual Reality Technology

From the "The Belt and Road nineteen" to the relevant issues of tourism,Xinjiang,with its rich natural and cultural tourism resources,unique geographical advantage,but also because of the arrival of a new era in tourism and tourism consumption structure change,tourist experience marketing,swept the Xinjiang tourism commodity industry development process There are many challenges,such as lack of local characteristics,more homogeneous goods,relatively low value-added goods and imperfect service system,and the traditional marketing of tourism commodities has not followed the pace of the times and can not meet the needs of tourists.With the maturity of VR technology,the successful cases of related marketing at home and abroad are compared to comparison.The demand for tourism consumers is becoming more and more significant.It is particularly important to integrate this technology into the marketing of tourist commodities in Xinjiang.To a certain extent,it provides a new direction for the promotion of tourism commodities in Xinjiang.Based on this,this study conducted a questionnaire survey on the purchase behavior of tourist consumers in Xinjiang and the perception of Xinjiang tourist goods.First,SPSS20.0 was used to analyze the influence of price,convenience and product information on the consumer's purchase intention,and to establish and verify the Logistic analysis.The3 hypotheses of consumer buying behavior have concluded that 3 kinds of 5 variables,price(price acceptance range,travel cost ratio),commodity portability and product information acquisition,have significant influence on the purchase intention of tourist consumers.This study continues to select the importance of commodity,the inadequacies of the commodity,the quality satisfaction and other factors.By Logistic analysis,2hypotheses about consumer perception of goods are established and verified,and quality satisfaction and service importance can have a significant impact on the purchase intention of online consumers.Based on the above conclusions,this study takes the demand of travel consumers as the guidance to construct the VR experiential marketing model of Xinjiang tourist commodities(the difference in the ways of using story marketing,hot marketing and so on to solve the problem of the homogeneity,the quality experience of the sale of heavy commodities,and the better after-sales service." With the help of VR technology,the level of derivative services of tourism commodities in Xinjiang will be continuously improvedto ensure diversification of marketing channels.The specific countermeasures are as follows: And the suggestions are provided,and the following conclusions are drawn.(1)Through combing virtual reality technology and traditional tourism marketing status and combining the successful cases of virtual reality technology in the marketing of tourism goods at home and abroad,this paper analyzes the feasibility of virtual reality technology in the marketing of tourist goods in Xinjiang from the aspects of technical guarantee and consumer demand.(2)Through the analysis of the purchase behavior of tourist commodities and the perception of commodity,we can see that price,convenience,access to information,online quality satisfaction and the importance of service are the main factors which directly affect the willingness of tourists to buy tourist goods.The construction of marketing mode of real technology has guiding significance.(3)Initially established a marketing model of Xinjiang tourism commodities based on virtual reality technology and drew a relational structure diagram.(4)Introducing Internet technology,electronic commerce,Internet of things and so on,let the marketing platform of Xinjiang tourism commodity realize the comprehensive derivative service system,such as product quality experience service,product customization service,order management service and product distribution and after-sales service,plus diversified commodity experience and diversified sales.Channels make the marketing mode of Xinjiang tourism commodities under VR technology perfect.