【作者】 王晓蓉；

【导师】 李映洲；

【作者基本信息】 兰州大学 ， 旅游管理， 2007， 硕士

【摘要】 自1982年我国建立第一个森林公园以来，森林公园建设和森林旅游业得到了长足的发展。随着我国森林旅游开发建设的进一步深入，森林旅游市场竞争不断加剧，市场营销策略已成为森林公园谋求发展的重要组成部分，采取什么样的营销策略，是关系着森林公园能否成功的关键因素之一。体验营销是伴随着体验经济的到来而产生的全新营销模式。体验营销既迎合了体验经济时代人们对体验的需求，同时又抓住了旅游的体验本质。本文试图将这种新型营销方式应用到森林旅游的营销领域，力图解决我国森林旅游业发展过程中普遍存在的因产品无特色、缺乏核心竞争力所导致的游客满意度不高、忠诚度欠缺、各森林公园间恶性竞争等一系列问题。本文主体共分四部分：第一部分介绍了体验营销相关理论及森林旅游、森林旅游体验等相关概念；第二部分分析了森林旅游导入体验营销的必然性，指出森林旅游实施体验营销的意义。第三部分阐述森林旅游体验营销的核心——森林体验化设计，并在市场分析基础上构建了森林旅游体验营销组合模型。第四部分针对小陇山国家森林公园进行实证研究，提出具体的森林旅游体验营销策略。更多还原

【Abstract】 Since our country established the first forest park in 1982, the construction of forest park and forest tourism industry have gained considerable development. As the development and construction of our country’s forest tourism deepened further, the market competition of forest tourism has been becoming fiercer continually, and the marketing tactics have already become the important component of seeking for development for forest park. What kinds of marketing tactics should be taken is one of the key factors which concern whether forest park could get success or not.The experience marketing is a bran-new marketing mode which generated following the arrival of the experience economy. It not only caters to people’s demands to experience in the era of the experience economy, but it also gets the experience essence of traveling. This paper attempts to apply this new marketing mode to the marketing field of forest tourism and tries to solve a series of ubiquitous problems in the development course of our country’s forest tourism industry which were resulted in because of the lacks of products’ features and core competence, such as the low tourists’ satisfaction degree, the lack of loyalty degree, malignant competition among forest parks and so on.The main body of this paper is composed of four parts. The first part describes the relevant theories of experience marketing and the concepts of forest tourism and experience of forest tourism. The second part analyses the necessity of leading the experience marketing into forest tourism and points out the meanings of implementing experience marketing for forest tourism. The third part expounds the core of experience marketing for forest tourism that is the design of forest experience and sets up the assembled model of experience marketing for forest tourism basing on market analysis. The fourth part carries on demonstration research aiming at the National Forest Park of Xiao Longshan Mountain and puts forward concrete tactics of experience marketing for forest tourism.更多还原