体验营销在邮轮旅游销售中的应用研究

A Research on the Application of Experiential Marketing in Cruise Tourism Sales

随着我国经济的迅速发展和居民生活水平的提高,我国居民的旅游度假意识逐渐形成,对邮轮等高端旅游产品的需求也日益增加。近几年,我国邮轮旅游发展迅速,蕴含巨大的市场潜力,如何培育和开发邮轮旅游市场是目前的当务之急。本文从体验营销的角度探讨邮轮旅游营销问题,首先分析邮轮旅游体验式营销的战略基础,然后提出邮轮旅游实施体验营销的具体策略。

With the rapid development of China＇s economy and people＇s increasing living standard,our residents＇ awareness of vacation gradually formed and they increased their demand for high-end tourism products such as cruise.In recent years,cruise tourism has quickly developed and still has huge market potentials,so the current priority is how to cultivate and develop cruise tourism market.This thesis talked about the cruise tourism marketing from the perspective of experiential marketing,which contains the analysis of the strategic foundation of cruise experiential marketing sales and the specific strategies for the implication of experiential marketing in cruise tourism.