工业旅游体验营销对游客认知度影响的实证研究

发布时间：2018-06-24 22:47

本文选题：工业旅游 + 体验营销　；参考：《软科学》2014年09期

【摘要】：针对目前我国工业旅游在产品开发和市场营销两个方面存在的问题,将体验经济与体验营销的理论引入到工业旅游研究中,构建了传播、视觉和语言标识、服务流程、人员、空间环境、联合等工业旅游体验营销组合和游客认知度关系的理论模型,通过天津市工业旅游示范点实证检验发现,广告和宣传品、事件营销、操作体验、主题口号、政府支持等因素对游客认知度具有较大程度的正向影响。
[Abstract]:In view of the problems existing in the product development and marketing of industrial tourism in our country at present, the theory of experience economy and experience marketing is introduced into the research of industrial tourism, and the communication, visual and linguistic identification, service flow and personnel are constructed. The theoretical model of the relationship between the spatial environment, the combination of industrial tourism experience marketing and tourists' cognition, through the empirical test of Tianjin industrial tourism demonstration site, it is found that, advertising and propaganda, event marketing, operation experience, theme slogan, Government support and other factors have a greater degree of positive impact on tourist recognition.
【作者单位】：天津财经大学商学院;天津财经大学珠江学院;
【基金】：天津社会科学规划项目(TJGL10-838) 天津财经大学科研发展基金预研性课题(Y1210)
【分类号】：F592;F274

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