工业旅游体验营销对游客认知度影响的实证研究  

The Empirical Study on the Impact of Industrial Tourism's Experiential Marketing on Tourists' Cognitive Degree

作　　者：张威[1] 张一楠 

机构地区：[1]天津财经大学商学院,天津300222 [2]珠江学院,天津301811

出　　处：《软科学》2014年第9期109-113,共5页Soft Science

基　　金：天津社会科学规划项目(TJGL10-838);天津财经大学科研发展基金预研性课题(Y1210)

摘　　要：针对目前我国工业旅游在产品开发和市场营销两个方面存在的问题,将体验经济与体验营销的理论引入到工业旅游研究中,构建了传播、视觉和语言标识、服务流程、人员、空间环境、联合等工业旅游体验营销组合和游客认知度关系的理论模型,通过天津市工业旅游示范点实证检验发现,广告和宣传品、事件营销、操作体验、主题口号、政府支持等因素对游客认知度具有较大程度的正向影响。Aiming at the two problems on product development and marketing of industrial tourism in our country at present, this paper introduces experience economy and experiential marketing theories into the study of industrial tourism, constructs the theoretical model on the relationship between industrial tourism＇ s experiential marketing mix including communication, visual and verbal signage, service process, person, spatial environment and combination and tourists＇ cognitive degree, verifies it by the empirical study to industrial tourism demonstration spots in Tianjin, and finds that advertising and propaganda, event marketing, operating experience, theme slogan and government support have a greater positive impact on tourists＇ cognitive degree.

关 键 词：工业旅游 体验营销 体验经济 游客认知度 

分 类 号：F590.7[经济管理—旅游管理]