Product Innovation Research Of Nanning Fantawild Asian Legend Theme Park

The national "14th Five-Year Plan" of culture and tourism development have proposed to promote the integrated development of culture and tourism,and provide more high-quality and rich cultural tourism products to solve the problem of incomplete matching of supply and demand.In recent years,to meet people’s needs for better life,Guangxi has practiced the new development concept,accelerated the development of high-end cultural tourism industry chain,and introduced a number of major cultural tourism projects,of which Nanning fantawild asian legend Theme Park is one of the typical representatives.Nanning fantawild asian legend Theme Park is the first park in China with the integration of Chinese-ASEAN culture and High-tech means.This paper focuses on the product innovation of the legend.Firstly,it extensively searched and consulted relevant theories such as theme parks,tourism products and experience economy,sorted out the current research status.Adopted tools of PEST,SWOT,STP to analyze the external environment,existing resources,advantages and disadvantages of the legend;and introduce its product status,market targeting,market positioning and market segmenting.Then Adopted methods of literature review,questionnaire surveys,interviews and web searching to obtain tourist evaluation data of the legend,so as to discover the existing problems of its products.This thesis explores the legend how to innovate and optimize its products continually,in the context of market transformation and consumption upgrading,in order to meet the increasingly personalized,diverse,and profound experience needs of tourists,and then enhance their attraction to tourists.The conclusion of this thesis is: To achieve continuous product innovation,it is necessary to revitalize the IP image,enhance interactive experience,enrich activities categories,focus on service details,flexible pricing and marketing strategies for the legend;and ensuring investment in technology research and development,talent cultivation and reserve,service brand cultivation,innovation incentive mechanism,cooperation and coordination mechanism,and other factors.