Research On Ski Tourism Marketing Strategy Based On Tourist Experience

As getting the hosting rights of 2022 Winter Olympics,Chongli district Zhangjiakou city has been being a famous skiing resort in the world.Meanwhile,with the rapid development of the skiing tourism in China,more and more skiing tourists are attracted,developers and tourism related personnel begin to pay more attention to it.The need of the visitors is also valued.But the skiing companies in Chongli are still very young,and have certain distance from international level.So we need study the marketing to optimize the ski resort before and after the Winter Olympics.Based on the theory of tourist experience,the thesis studies the marketing of Chongli ski resorts systematically.On the basis of the domestic and foreign literature,the experience of the ski tourists in Chongli are investigated in the form of questionnaire.And then the author analyzes the tourists' general information,tourism behavior by excel,and do the factor analysis to all the elements of tourist experience by SPSS,which is to test the scientific nature of the Chongli tourists' ski experience factors.According to the analysis,the factors are divided into five aspects,consisting of the cost-performance ratio experience,product experience,facilities experience,participant service experience and the process management experience.The next step is to analyze the significant differences among the tourists'general information,tourism behavior,and the factors of the tourist experience by variance.The conclusion is that marriage,sex,education background,occupation and monthly income impact the tourist experience more or less,and the type of the skiing ticket,selecting channel and the travel form also have significant effect on tourist experience.Based on these analysis,from the aspects of product,price,place,promotion,physical evidence,participant and process management,the thesis gives the countermeasures and suggestions,such as designing personalized skiing products,setting a good price,expanding distribution places,strengthening different promotion methods,distinguishing the facilities typically,and improving the service and management of the participants,so as to offer some theoretical basis and development advice to the marketing of skiing tourism in Chongli.