Research On Experiential Marketing Strategy Of Rural B&B

With the implementation of the national rural revitalization strategy in recent years,rural infrastructure construction and overall appearance have been greatly upgraded,objectively providing favorable external conditions for the development of rural B&B industry.Taking agritainment as the prototype,which use own homes to provide accommodation and catering,rural B&Bs have developed to pay more attention to decoration styles,expand local special diets,create special tourist routes,carry out folk culture experience projects,and offer tourists increasingly rich services.As cross-border and cross-province travels are not as convenient as before after the outbreak of the COVID-19 epidemic,suburban and rural tourism has become a new choice for many tourists,which also brings new opportunities for the development of rural B&B industry.At the same time,the development of the country house industry is facing a bottleneck,which lies in the lack of strategic planning and jump on the bandwagon in construction.B&B operators generally follow the management of agritainment,focusing on the improvement of basic facilities,but ignore the exploration of the cultural connotation of the B&B.Besides,there still exist some shortcomings in B&B marketing.Incomplete marketing system,lack of marketing methods,deficiency of in-depth analysis of customers’ willingness to re-stay,lack of differentiated marketing strategies for different customer groups are all problems that urgently need to be solved.For rural B&B to gain momentum,it is necessary to be oriented by the visitor experience,so that visitors will be fully engaged before choosing to stay,have a good experience during the tour,and hold a willingness to share the experience after the tour.The experiential needs of tourists prompt rural B&B operators to pay high attention to experiential marketing.Starting from experiential needs of tourists,this thesis selects rural B&Bs in Jizhou District,a representative area in Tianjin,as the research object.Semi-structured interviews are conducted with senior insiders and questionnaires are administered to tourists to explore the relationship between rural B&Bs’ customer experiential marketing,customer experiential value and consumers’ willingness to re-stay,and to confirm it by relevant methods.Referring to Schmitt’s five modules of experiential marketing(SEMs),experience of sense,act,feel,think and relevance are regarded as five aspects of tourists’ perception of experiential marketing and become independent variables;the three experiential values of tourists become intermediary variables,and the dependent variable is consumers’ willingness to re-stay,including re-stay and recommendation.After in-depth analysis of the collected data with the help of SPSS statistical software,the following conclusions were drawn: enhancing the experiential marketing for tourists helps to improve tourists’ willingness to re-stay;enhancing the experiential marketing for tourists helps to improve their experiential values;the experiential value plays a mediating role in the experiential marketing and tourists’ willingness to re-stay.Finally,this study proposes feasible suggestions for rural B&B operators to improve their marketing techniques and methods from the perspective of tourists’ experience.