近几年“消费者在出行中获得的真实体验”对其他消费者出行决策的影响程度越来越高,体验营销、口碑营销等各类吸睛的营销手段使得以“娱乐”和“服务”为核心的休闲度假景区在互联网中累积到了不俗的声量。而传统旅游行业在国内虽然起步较早,但旅游景区由于产权、管理权等成分较为复杂,行业至今仍存有“打破常规的营销手段,会受到来自多方面风险压力”的普遍担忧,而使得大多数景区集团在对营销突破方面选择停留在观望状态。 In recent years, “the real experience consumers get during travel” has become more and more influential in decision-making of other consumers. Experience-based marketing, word-of-mouth marketing and other eye-catching marketing tactics make “entertainment” And “service ” as the core leisure resort area in the Internet has accumulated a good volume. Although the traditional tourism industry started earlier in the country, the tourist attractions are still complicated due to the complicated composition of property right and management right. So far, the industry still has the common worries of “breaking conventional marketing methods and being subject to many risks and risks” Leaving most of the scenic spots in the marketing breakthrough in the choice to stay in wait and see state.