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论文编号：	5179
作者编号：	2120115027
上传时间：	2013/6/4 22:14:42
中文题目：	基于旅游体验营销主题乐园策略研究-
英文题目：	Theme park based on the travel experience maketing strategy
指导老师：	许晖
中文关键字：	体验经济、体验营销、旅游动机、主题乐园
英文关键字：	Experience Economy, Experiential Marketing, Travel Motivation, Theme Parks
中文摘要：	随着科技进步、经济成长及国民所得增加，休闲旅游意识逐渐抬头，消费者的需求也日趋多样化，主题乐园是现代旅游行业在旅游资源和文化创业资源开发过程中产生出新的产物，游乐园提供服务内容也推陈出新，使主题乐园风气盛行，成为提供给民众一个休闲主题性的娱乐环境。本文通过分析在体验经济兴起当下，主题乐园经营以体验为基础的概念开发新产品、新活动，导入「体验营销模式」之营销策略，结合现代科技与创意产生，透过设置主题性来表达意境，经由游乐园区整体系统化的设计与精致性的包装，提供兼具教育启发与休闲娱乐功能，用以满足不同年龄层次需求的一种现代新型游憩区开发与经营模式。主题乐园透过一个刻意营造的非现实环境，设计的内涵具备包容性、多样性、丰富性及统一性的特性，配合商业营销策略及高质量的服务水平等设计来吸引广大的游客。而主题乐园传递主题特色及游园情境建立体验式的品牌，为游客提供量身订制的服务，将体验进行准确的定位，着眼于游客真实的需求，塑造及传递完美的体验经验，那将会影响游客的满意程度高低，对于旅游服务业是经营成败的核心所在。因此，以迪斯尼乐园为经典案例，通过清晰的市场定位、优质的服务、舒适的娱乐环境和优秀的工作人员，优化迪斯尼游乐的体验价值，使游客体验消费过程中能触动内心的情感，重新塑造其游乐旅游层次的需求,不断传递更高服务质量实现顾客价值最大化，创造高满意度，形成品牌忠诚度，最终达到企业长期经营管理之目标。
英文摘要：	The theme part has received increasing scholarly attention in recent years. As obvious benefits of technology advancement, economic growth as well as national income, tourism industry is gaining ground, and become a vital part of future economic growth. It is growing as a result of leisure and tourism awareness. The rampant theme parks are gaining tourism resources, cultural and entrepreneurial resources to provide innovative services, and to give people a leisure theme entertainment environment. This paper analyzes the rise of the moment, theme parks operating in the experience economy based on the concept of development of new products, new activities, the "experience" of the marketing model strategy, combined with modern technology and creativity, through setting the theme to express the mood through the park as a whole systematic design and awesome packaging, providing both education inspiration and recreation, to meet the needs of different age levels a modern new recreation area development and business model. Theme park through a deliberately creating a non-reality environment, the design of the connotation with the characteristics of inclusiveness, diversity, richness and unity, with commercial marketing strategy and high-quality service levels designed to attract the majority of tourists. Theme park pass theme features and garden situations experiential brand, providing tailored services for tourists, will experience accurate positioning, with very real needs of tourists, create and deliver the perfect experience, it would be affect tourists' satisfaction level of tourism services is the core of the success or failure. For example, Disneyland is a classic case out through the clear market positioning, high quality service and comfortable entertainment environment and excellent staff, to optimize the value of the Disney amusement experience, so that visitors to experience the process of consumption can touch inner feelings, re-shape his pleasure travel levels of demand, and continue to pass the high quality of service to maximize customer value, create high satisfaction, and brand loyalty, and ultimately achieve long-term business management objectives.
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