Research On The Improvement Strategy Of Experiential Tourism About YH International Travel Agency

After more than a century of development,tourism has become one of the most important pillar industries in the world,supporting the development of the world’s social economy.With the economic globalization and the increasing living standard,the enthusiasm of residents to travel is getting higher and higher,and the travel distance is getting longer and longer,so the outbound tourism market is also rising.Based on this,the development of YH International Travel Agency has a good market opportunity.The company was founded in 2007 and has been growing.In terms of the market for Chinese group tours to Europe,YH International’s outbound business cooperates with 90% of the group tours to Europe.However,due to the fact that the external environment of the outbound tourism industry and the company’s internal itinerary cannot meet the tourists’ personalized needs,and the reason for the tourists’ sense of experience is ignored,the overall competitiveness of YH International Travel Agency in the industry has gradually declined,and the leading edge of European destination management experts has been threatened.Therefore,it is urgent to study and formulate innovative strategies for YH International Travel Agency’s experiential tourism to help the company improve its product sense of experience,increase customer satisfaction,maintain the company’s leading edge,and provide possibilities for the longterm development of the company after the COVID-19 epidemic.Aiming at the problem of insufficient tourism experience of YH International Travel Agency,this paper studies the innovative strategy of the company’s tourism experience through literature and case studies and other methods,using the relevant theories and frameworks of experiential tourism.This paper analyzes the internal and external environment for the development of YH International Travel Agency by using PEST analysis method,Porter’s Five Forces Model and other tools,and finds that YH International Travel Agency faces many threats such as potential competitors and low company visibility,but also has obvious advantages such as large business volume and rich company background resources.Next,taking the Spanish route as an example,the author combed in detail the shortcomings of YH International Travel Agency’s experiential tourism,found that its itinerary is mainly sightseeing,the product homogeneity is serious,and the cities and scenic spots visited remain unchanged for a long time,and then put forward improvement strategies for its tourism experience innovation in combination with the framework of experiential tourism: Virtual Tourism Live Broadcast,We Media and other forms can be used to expand the company’s brand awareness in terms of publicity and marketing,In terms of product content,it enriches and expands tourism products and forms.At the same time,it strengthens the refined management of customers,vigorously develops customized tourism and subdivided tourism business,and finally constructs the implementation guarantee to enhance the company’s ability to resist risks,establish market research and talent incentive mechanisms,and increase the sensitivity of internal response mechanisms.The COVID-19 epidemic has a great impact on the outbound tourism industry.By taking advantage of the temporary suspension of outbound tourism during the epidemic period,YH international can find out the shortcomings of its own experience tourism in time and make rapid adjustments.Once outbound tourism resumes,YH international can quickly occupy and win the market,which is of long-term significance for the future development of YH international travel agency.