摘要：体验经济时代早已到来，无锡三国影视城由于其单一的盈利模式、产业竞争者的 集聚和游客偏好等原因，经营多年来不免走向下坡路，游客满意度也大不如前。因此，有 必要探究游客的感知情况，研究提高游客感知和满意度的经营策略。通过对相关文献的分 析和研究模型的构建，得出游客感知的三个总体维度：景观感知、体验质量感知和环境感 知，并说明了研究游客感知的演变是十分必要的。再结合调查问卷和现代媒体网络相关的 数据分析，得到以下结论：（1）近十年游客游览三国影视城的整体感知度下降；（2）游 客重游意愿低；（3）家庭与青少年占据主要客源市场。最后，结合旅游者感知的视角， 结合三个城市的现状和游客评价，提出了强化区位优势、打好价格牌、明确市场定位、开 发特色旅游产品等四个方法以作为参考建议。85400

毕业论文关键词：无锡三国城，游客感知，营销策略

Abstract：Now that experience economy has already come,Wuxi three-kingdoms city,the

well-established film and television theme park, can’t help going downhill after several years as the single profit model ,gather of competitors,preference of tourists and so on,。Tourist satisfaction is far worse than before,either。As a result,it is necessary to research the tourist perception and market strategy to promote such satisfaction and perception。According to analysis of literature and the design of the model, tourist perception is pided into three dimensions:landscape perception,experienced quality perception and environment perception,and it explains why researching tourist perception is very essential。Futhermore,after analyzing the questionnaire and data from modern media and the Internet,the following conclusions are drawn: (1)Whole tourist perception in the three-kingdoms city is declining during the past decade; (2)Tourists’ low revisiting willingness; (3)Families and people of young age occupy the main tourist market。After all,with the present status of development and tourist evaluation to the three-kingdoms city, as far as tourist perception is concerned,there are four marketing strategies to be suggested:Strengthen location advantage;Consummate the price strategy;Position the segment market accurately;Develop unique tourist products。

Keywords： Wuxi three-kingdoms city, tourist perception, marketing strategy

目 录

1 引言 - 1 -

2 相关概念。。。。 - 2 -

2。1 旅游者感知。。。 - 2 -

2。2 市场渗透率与重游率。。。。。- 3 -

2。3 游客满意度理论。 - 3 -

3 研究设计。。。。 - 3 -

3。1 研究对象。 - 3 -

3。2 研究方法。 - 3 -

3。3 资料获取。 - 4 -

4 结果与分析 - 5 -

4。1 研究结果。 - 5 -

4。2 原因分析。 - 9 -

5 营销策略。。 - 10 -

5。1 强化区位优势。。。 - 10 -

5。2 打好价格牌。 - 10 -

5。3 明确市场定位。。。 - 11 -

5。4 开发特色旅游产品。- 11 -

6 讨论。。。。 - 12 -

结论。。。。。- 13 -