体验营销视角下体育旅游产品的开发策略

Exploration Strategy of Sports Tourism Products Viewed from Experience Marketing

基于体验营销视角,分析了体育旅游中体验营销的内涵和重要性。体育旅游产品开发步骤包括:以地理、人口、心理购买行为和感知风险因素划分的市场细分;对体验主题的设计;从感官、情感、思考、行动和关系营销对体验产品进行设计。提出了体育旅游的开发策略:加强品牌建设、加强内部营销、强化体验文化建设和开发体育旅游纪念品。

The paper analyses the connotation and importance of experience marketing in sports tourism. The exploration process of the sports tourism product includes market classification with geology, population, psychological purchase and perceived risks, experience theme design, and experience product design from perspectives of sense, emotion, thinking, behavior and relation marketing. The paper proposes the exploration strategy, such as strengthening the brand construc- tion, inner marketing, experience culture construction and sports tourist souvenirs.