体验经济背景下体育旅游营销策略研究

Research on Marketing Strategies of Sports Tourism in the Background of Experience Economy

随着经济的蓬勃发展,体育旅游也迎来了发展高潮。在传统的观光旅游不再具有吸引力的情况下,体验经济理论带来的以消费者为中心,满足消费者全方位的感官体验受到人们的追捧。那么,如何在体验经济背景下促进体育旅游的发展,在顺应时代经济发展的同时,开展体育旅游营销?该文以体验经济背景下消费者的需求为中心,提出体验经济时代体育旅游消费者的需求和体育旅游营销策略,旨在促进体育旅游发展,繁荣体育旅游市场经济。

With the vigorous development of economy,sports tourism has also ushered in the climax of development.Under the circumstance that traditional sightseeing tourism is no longer attractive,sports tourism,which takes consumers as the center and satisfies consumers'all-round sensory experience,brought by the theory of experience economy has been sought after.So,how to promote the development of sports tourism under the background of experience economy,and carry out sports tourism marketing while conforming to the economic development of the times?Focusing on the needs of consumers under the background of experience economy,this paper puts forward the needs of sports tourism consumers and marketing strategies of sports tourism in the experience economy era,aiming to promote the development of sports tourism and prosper sports tourism market economy.