The feasibility study and the business models establishing of innovative service patterns on tourism enterprises' network experiential marketing — Taking the Chinese Ethnic Culture Park as an example

摘要

Nowadays, with the rapid development of Internet, Online shopping and online entertainment has been becoming the living patterns of Chinese consumers. The real-time interactivity of Internet makes it different from other consumer environment, which brings good opportunities to online customer's experiences and the development of brand services. This paper is taking the Chinese Ethnic Culture Park as an example, using online and offline questionnaires to study the innovation service patterns and business models which are Website-based, seeing network users as the ultimate customers and the tourists' experiential marketing promoted. The results of study show that using network platform and launching video and writing, which are infectious and could reflect the natural and humanistic characteristics of tourist enterprises, is a mutual need of both network users and tourism enterprises. In addition, it not only can bring Internet users the travelling experiences they are looking forward to, but also can arouse their strong interests in tourism enterprises and their products, so that it can achieve the goal of promoting the tourism enterprise's popularity and reputation.