中国旅游购物的体验营销研究

A Study about the Experience Marketing of the Tourism Shopping in China

  Today, there are three bottlenecks in the development of the tourism shopping in China, which badly prevents the farther development of the tourism shopping and the whole advance of the tourist industry. In this paper, Connected with the important character of the experience economy times, it is put forward that tourism shopping is a kind of important experience product and the experience economy is one of new marketing model by which drives the development of the tourism shopping in China. Based on all above, the successful experience of “Hong Kong Shopping Festival” is taken for example and the main contents of the marketing strategies of the tourism shopping are analyzed.