基于情感体验与文化基因的长沙新华联铜官窑古镇营销设计研究——以家庭旅游市场为例

Research on Marketing Design Based on Emotional Experience and Cultural Gene--A case study of family tourism market in Tongguanyao Ancient Town,Xinhualian,Changsha

近年来,我国家庭旅游的发展成效显著,已成为旅游消费市场的重要组成部分,其旅游需求逐渐趋于情感与精神文化层面,本文以长沙市新华联铜官窑古镇为研究对象,对游客进行了问卷调查,通过家庭游客选择消费形态及影响铜官窑旅游体验的关键因素的分析,为其确立"行铜一家"的形象主题,围绕所设计的灵陶家庭提供营销和推广方案,为其他同类型景区发展提供参考样本。

In recent years, the development of family tourism in China has achieved remarkable results, and has become an important part of the tourism consumption market. At the same time, the homogenization competition of tourism products is more serious.This paper takes Tongguanyao ancient town of Xinhualian in Changsha City as the research object, and carries out a questionnaire survey on the tourists. Through the analysis of the family tourists’ choice of consumption patterns and the key factors affecting the tourism experience of Tongguanyao, it establishes the image theme of "Go Tongguanyao with Family", provides marketing and promotion programs around the designed Lingtao Family, and provides reference samples for the development of other similar scenic spots.