民族文化旅游演艺产品感性营销实证研究——以侗族《坐妹》为例

Emotional Marketing of Ethnic Cultural Tourism Performing Arts Products:A Case Study of Zuo Mei of Dong Minority

运用感性营销理论与问卷调查法,分析侗族文化旅游演艺产品的民族文化氛围、演艺创意、视觉审美、核心形象等,结合感性营销价值星模型,调查游客对民族旅游目的地旅游演艺产品的感性营销诉求和效应.结果表明:1)旅游演艺产品的游客感知群体呈现年轻化、高素质化;2)游客对民族旅游目的地旅游演艺产品的感性诉求包括故事性、地域性、体验性、创意性、价值性、本真性6个方面,其中游客对本真性层面诉求呼声高;3)民族文化旅游演艺产品感性营销效用与游客推荐意愿、重游意愿、满意度呈正相关.依据实证结果,分别从体验性、故事性、地域性、创意性、价值性、本真性6个方面为民族文化旅游演艺产品的感性营销提出针对性建议.

Using emotional marketing theory and questionnaire survey to analyze the ethnic cultural atmosphere, performing arts creativity, visual aesthetics and core image of cultural tourism performing arts products of Dong minority, combined with the emotional marketing value star model, to investigate the emotional marketing appeal of tourists to performing arts products in the ethnic tourist destination and the emotional marketing effect. The results show that:(1)the perception group of the tourism performing arts products is of younger and higher quality;(2)the tourists' appeal to the tourism performing arts products includes story, regionalism, experience, creation, value, and authentity, among which authentity is on the top list;(3)the emotional marketing effect is generally biased towards the following three focuses:one is the willingness to recommend, the other is the willingness to revisit, and the third is the level of satisfaction. According to the empirical results, the author puts forward some suggestions for the emotional marketing of ethnic cultural tourism performing arts products from six aspects:experience, story, regionalism, creation, value, and authentity.