Research On Experience Marketing Strategy Of Jilin Tongcheng International Travel Agency

The era of experience economy,tourists are looking for a new travel experience.In order to meet the tourists can mature for tourism demand,the tourism industry as an important pillar of the travel agencies need to adapt to the experience of economic development,continuous exploration and innovation of marketing strategy.The experience marketing is a popular marketing way in recent years,many online and line travel agencies are actively carry out experiential marketing,travel through the use of experiential marketing strategy can provide a more solid,more rich,more diverse,more personalized,more quality for the tourists,better experience tourism products and tourism service experience,so as to stimulate the tourists experience consumption.The innovation of travel agency experience marketing caters to the new development trend of tourism.More and more travel agencies begin to attach importance to the experience marketing innovation of travel agencies.When developing experience marketing,travel agencies need to meet the needs of tourists' tourism experience,and transform the relevant factors that can attract tourists into the experience content and experience environment in which tourists can interact and participate.According to the characteristics of tourists' experience demand and the characteristics of tourism products and services,travel agencies should make use of the advantages of travel agencies,target specific tourist groups,and innovate and design differentiated experience tourism products.Set reasonable experience price,develop unique experience marketing channel,plan experience promotion activities with specific theme and atmosphere,create impressive tangible exhibitionShow the experience,strengthen the whole staff to participate in the experience,pay attention to the experience process management,make the tourists get more satisfaction in the different experience,thus mold the good brand image of the travel agency in the tourists' mind,establish the brand loyalty,Then construct the competitive advantage of travel agency.Based on the experience marketing theory and 7Ps marketing theory,this paper takes Jilin City International Travel Service as the research object,from the product experience,the price experience,the channel experience,the promotion experience,the personnel experience,This paper analyzes the present situation and existing problems of the marketing strategy of Jilin City's international travel agency in the aspects of tangible display experience and service process experience.Through investigation,the author finds out the tourists' demand for tourism experience.By analyzing and studying the actual situation of Jilin City's international travel agency,this paper puts forward the product experience strategy,price experience strategy,channel experience strategy,promotion experience strategy,personnel experience strategy and tangible display experience strategy.At the same time,from the aspects of incentive mechanism,examination system,staff training,service consciousness,quality supervision and so on,this paper puts forward the guarantee measures for the implementation of experience marketing strategy of the same international travel agency in Jilin city.It is hoped that the research on the experience marketing strategy of Jilin city international travel agency can provide reference for the innovation and development of the travel agency.