Research On Experiential Marketing Strategy Of Tourism Performing Arts Project Of A

Tourism marketing is a brand new experiential marketing which defines marketing from five levels of sense,feeling,thinking,action and relationship.This kind of marketing idea focuses on consumers’ experience before,during and after consumption.It is believed that the key to marketing is to build enterprise products and brand around customers’ experience so as to trigger consumption.The tourism performing market has been developing rapidly in China in recent years,and creating tourism performing project products with local characteristics has become an important way to promote the development of urban tourism and cultural industry.With the rapid development of China’s economy and culture,consumers’ demands for tourism have not only been satisfied with scenic sightseeing,cultural exploration,leisure vacation,etc.,but also the demands for tourism schedule and the requirements for tourism quality have been gradually improved.Represented by subject-live performance of tourism performing project in our country,the performing innovation in the form of tourism performing project brings out the fast growth.Looking from the marketing situation of the national tourism performing market,however,most of the performing project products present a “failed to sell” marketing because of the short of tourists consumer expectations.Therefore,there is still uncertainty about the future direction of domestic tourism performance market development.It is of great practical significance for the development and operation of tourism performing projects to meet the increasing demand of tourists for the performance of tourism performing projects,and then to formulate marketing strategies suitable for the development of the market and the operation of the projects.Based on the project management theory and experiential marketing theory,this study makes an in-depth analysis of Project A and discusses the marketing strategies of local performing projects.First of all,a large number of relevant literature has been accumulated through database retrieval and system collection.It provides a relatively comprehensive theoretical basis for the development and promotion of this research by reading,learning,reorganizing and sorting out well-known research results and research status at home and abroad.Secondly,it analyzes the basic situation of project A,including project content,project characteristics,project management planning,etc.,and makes a comparative analysis with typical domestic projects of the same type to specifically study the four key elements of experiential marketing application in research projects.Thirdly,through the analysis of the four key elements and combining with the core strategy of experiential marketing,the specific application of experiential marketing strategy in the research project is formulated.Finally,suggestions are put forward to ensure the practical implementation of experiential marketing strategy.