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苏州古典园林旅游的体验营销策略研究--工商管理专业
A study on experiential marketing strategy of Suzhou
classical gardens’ tourism
Abstract
Tourism has become one of the world’s largest and fastest growing industries since
1990s. The classical gardens of Suzhou with distinctive features, rich culture, had become
the backbone and pillar of the tourism industry, occupied the Suzhou tourism industry
monopoly. “Gardens in the southern Yangtze River area are the finest under heaven. And
among gardens in the southern Yangtze River area, gardens in Suzhou are the best.” As
one of the world's cultural heritage, the artistic value of Suzhou classical gardens are
recognized by the world approval, more and more tourists at home and abroad come to
visit. The Suzhou classical gardens are facing with new opportunities and challenges in the
rapid development of tourismWith the growth of the tourist’s number, the satisfaction and quality of tourism is on
the decline, how to improve the tourism image of Suzhou classical gardens is a difficult
problem. Now the market of Suzhou classical gardens’ tourism has great deficiency in
marketing mode, marketing focus, marketing channel and product design. Expanding
tourism scale has become the only way of economic interests, so the feelings of tourists
and tourism quality are ignored. In order to make up for this deficiency, whether tourists or
scenic spots needs a new marketing strategy with which can conform the market of Suzhou
classical gardens’ tourism. For the purpose, this paper attempts to apply the experiential
marketing to the Suzhou classical gardens’ tourism and think about the corresponding
strategy. Different from the originally extensive marketing, the experiential marketing is
based on the experience of tourists, not the growth numbers of tourists. So we can
effectively improve the quality and image of Suzhou classical gardens’ tourism, and make
the realization of the tourism's sustainable development by developing the experienti
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