The Research On The Experiential Marketing Strategy Of Tourism In Nanxiang Ancient Town,Shanghai

In the era of experience economy,great changes have taken place in people’s consumption concepts and methods.The traditional sightseeing tourism mode has long been unable to meet the needs of modern tourists.The demand for immersive experiences and deep tourism experiences is rising day by day.In this context,the development direction of ancient town tourism experience product and experience marketing has also become important.Scenic spots should enhance the experience perception and satisfaction in tourism consumption through a series of thematic experience scene settings and diversified experience activities.It can also increase the willingness and level of tourists’ consumption,and then improve the tourism experience value and attraction of ancient towns.According to the above research background and objectives,this paper analyzes the tourism development,resource characteristics and marketing status of Nanxiang Ancient Town first.Secondly,this paper analyzes the main problems existing in the experience perception and marketing of tourists in Nanxiang Ancient Town from three aspects when tourists visiting: experience cognition,experience emotion and overall experience.Then it combines the experience marketing theory with the actual situation of Nanxiang Ancient Town tourism,uses the combination of experience marketing 4P + 6E to design the experience marketing strategy of Nanxiang Ancient Town tourism,and make the corresponding experience marketing activities.Through the introduction of experiential marketing,the optimization of tourism experience scenes,the improvement of the product experience and activities attraction,the satisfaction and consumption intention of tourists’ experience have been improved.Ancient town tourism has further developed its own brand and popularity.The experiential marketing of ancient town tourism is a process of continuous renewal and optimization,which needs to be combined and optimized from the aspects of tourism environment,scenic spot operation mode and merchant investment management.This paper only puts forward the path and strategy of experiential marketing,which needs to be deepened combined with specific strategies in the process of implementation.