Research On The Brand Promotion Strategy Of Xiaoxigou Wenlv Town Based On The Experience Tourism Perspective

In the era of experience tourism,deepening the connotation construction of tourism destinations,creating immersive experience tourism products,and shaping tourism brands have become the consensus of the industry.As one of the projects of implementing the National Rural Revitalization Plan in Shanxi Province,"Xiaoxigou cultural and tourism characteristic town" has become a key link.Based on experience tourism,brand theory and 4P marketing theory,this paper analyzes the construction,development and brand status of Xiaoxigou cultural tourism characteristic town through literature research,field investigation,questionnaire survey and other research methods,summarizes Xiaoxigou’s own strengths and weaknesses,as well as opportunities and challenges in the external environment through SWOT analysis,and summarizes so,wo,st and WT strategies through SWOT analysis matrix.Taking the product,price,channel and promotion in 4P marketing theory as the breakthrough point,this paper proposes the brand promotion strategy of Xiaoxigou cultural and tourism town from the perspective of experience tourism.The main strategies are as follows: highlight the brand characteristics and dig deep into the experience value;Subdivide the target population and flexibly set the price;Optimize marketing channels and broaden the market;Strengthen brand planning and enhance brand image.The innovation of this paper is to study the "characteristic town",a relatively "niche" tourism destination from the new perspective of "experience tourism".In the research process,SWOT analysis and 4P marketing theory were combined,and the research conclusion was reached with the help of big data analysis tool SPSS.To a certain extent,it fills the gap in the research of related fields,and also has certain practical significance for the development of regional tourism and the industrial transformation and development of Shanxi Province.