Research on the Marketing Strategy of Turpan Grape Valley Scenic Area under the Integration of Experience Economy and E-Commerce
Year: 2025
Type: article
Abstract: 吐鲁番葡萄沟景区是吐鲁番旅游发展长期倚靠的几个重要旅游景点之一，也是吐鲁番旅游业重要的生产力要素及旅游创收创汇的重要来源。然而，长期以来吐鲁番葡萄沟景区存在着产品无特色、服务意识淡薄、经营理念落后、营销策略单一等一系列问题，它们严重影响景区进一步发展。从服务经济时代到体验经济时代，旅游业产生了很多全新的观念和变化，多样化、多层次个性化的产品和服务成为市场的大势所趋，吐鲁番葡萄景区的发展必须根据消费者需求的变化进入体验经济时代。因此，探索新的营销策略来指导吐鲁番葡萄沟景区旅游产品的市场行为，为景区提供理论指导很有必要。本篇论文在总结国内外研究成果的基础上，分析了体验经济时代下消费者的需求特点，总结了体验经济时代，旅游营销三大内核，运用文献分析法、实地调研法和问卷调查法对影响吐鲁番葡萄沟景区发展的因素进行了分析，在此基础上应用体验经济理论、市场营销理论、STP理论、PEST分析法，结合电子商务平台特性与用户数据驱动逻辑，基于AIDA模型为葡萄沟景区制定了可供参考的旅游营销策略，营销策略包括“引起注意”策略、“诱发兴趣”策略、“刺激欲望”策略、“促成购买”策略。Turpan Grape Valley Scenic Area is one of several important tourist attractions that Turpan tourism development has relied on for a long time, and it is also an important productivity factor of Turpan’s tourism industry and an important source of tourism income and foreign exchange earnings. However, for a long time, there have been a series of problems such as no distinctive products, weak service awareness, backward business philosophy, and single marketing strategy in Turpan Grape Valley Scenic Area, which seriously affects the further development of the scenic spot. From the era of service economy to the era of experience economy, the tourism industry has produced a lot of new concepts and changes, diversified, multi-level personalized products and services have become the general trend of the market, and the development of Turpan grape scenic spot must enter the era of experience economy according to the changes in consumer demand. Therefore, it is necessary to explore new marketing strategies to guide the market behavior of tourism products in Turpan Grape Valley Scenic Area and provide theoretical guidance for the scenic spots. On the basis of summarizing the research results at home and abroad, this paper analyzes the characteristics of consumer demand in the era of experience economy, summarizes the three cores of tourism marketing in the era of experience economy, and analyzes the factors affecting the development of Turpan Grape Valley Scenic Area by using literature analysis, field research, and questionnaire survey methods. Building on this, the paper applies the theory of experience economy, marketing theory, STP theory, and PEST analysis, in combination with the characteristics of e-commerce platforms and user data-driven logic, to develop a tourism marketing strategy for the Grape Valley Scenic Area based on the AIDA model. The strategy includes the following components: “attracting attention”, “inducing interest”, “stimulating desire” and “promoting purchase”.
Source: E-Commerce Letters
Author: 梦茹 苏
Institution: Guizhou University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4411735689