Influence Of Destination Sensory Impressions On Tourist Loyalty

Thailand's rich tourism resources and a long history of tourism have also become one of the first choice for most Chinese tourists.But is also increasingly fierce competition of tourism,tourism in Thailand is facing a very big challenge,quest of the tourist demand,development of new marketing strategy has become a very urgent problem.The government of Thailand needs to properly manage the tourism industry and fully utilize the external environment to explore the advantages of Thailand's own tourism resources,highlight the characteristics of Thailand's tourism industry and improve its competitiveness.Sensory marketing is originally intended to convey an experience or atmosphere in the process of consumer product consumption,thus achieving the goal of attracting consumers.Current sensory marketing is finding wider and wider application scope,it includes the person's vision,hearing,taste,smell and touch the five senses experience,and through the senses to influence the perception,judgment and behavior of objects.The tourism experience is closely related to the five sensory experiences of tourists,and the rational use of sensory marketing will greatly promote the development of tourism.In order to make use of the sensory marketing to analyze the loyalty of Chinese tourists to Thailand and make specific Suggestions for the development of Thailand's tourism industry,this paper conducted two surveys on Chinese tourists to Thailand.The first was in Thailand,and the second was a return visit to the former tourists six months later.The first was in Thailand,and the second was a return visit to the former tourists six months later.The main purpose is to analyze the relationship between sensory perception and tourist loyalty on the premise of time intervention.For Chinese tourists,this paper research on its input the sensory experience in Thailand,found that after long-term memory effect,tourists believe that the five senses experience to obtain positive no change to the importance of the tourism experience,research the tourists think twice visual sense is the most important role on tourism experience.At the same time,after a period of time in China,there was no significant decrease in the number and variety of sensory impressions in Thailand,and even the sensory perception associated with visual perception increased.Secondly,by analyzing the questionnaire data found that sensory impressions and tourist destination loyalty has a significant positive correlation,and sensory impression is rich,the higher the tourist loyalty to Thailand.The article also found that after long-term memory,the effect of sensory perception on the loyalty of tourists will increase.Finally,according to the research conclusion,put forward some Suggestions on the development of tourism in Thailand,to the destination environment planning,make it easier for visitors to remember unforgettable travel experience,thus improve the tourist destination loyalty.