Research on Marketing Strategies Based on the Traveller’ Perceived Risk: A Case Study of the Window of the World in Shenzhen

DOI

10.2991/978-2-38476-158-6_30How to use a DOI?

Keywords

Perceived Risk; Marketing Strategy; Traveler Decision Model; Window of the World

Abstract

The marketing experience of Shenzhen Window of the World, a landmark in Shenzhen and an early theme park in China, is of great significance in guiding the further development and innovation of the cultural tourism industry. Since its opening in 1994, Shenzhen Window of the World has enjoyed enduring popularity. Therefore, in order to learn from the marketing experience of classic scenic spots, this paper takes Shenzhen Window of the World as an example and applies tourists' perceived risk decision-making model to study the impact of tourists' perceived risk on tourism marketing. Besides, this paper also puts forward marketing innovation suggestions based on tourists' perceived risk. Through literature review and questionnaire survey, this paper concludes that perceived risk can have positive or negative impacts on tourists' consumption behaviour decision-making and puts forward a variety of marketing innovation suggestions based on tourists' perceived risk, for instance, increasing the innovation of activities, upgrading the safety of park facilities, improving the transparency of tickets, reducing the phenomenon of ticket-within-a-ticket, and strengthening the media publicity. It is hoped that the marketing innovation suggestions based on the combination of the tourists' perceived risk decision-making model and tourists' consumption behaviour preferences can give Shenzhen Window of the World some innovative and feasible suggestions and, at the same time, provide a reference for the research and innovation of the marketing strategies of tourism enterprises from the perspective of tourists.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yingqi Tian
PY  - 2023
DA  - 2023/12/18
TI  - Research on Marketing Strategies Based on the Traveller’ Perceived Risk: A Case Study of the Window of the World in Shenzhen
BT  - Proceedings of the 2023 International Conference on Applied Psychology and Modern Education (ICAPME 2023)
PB  - Atlantis Press
SP  - 221
EP  - 230
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-158-6_30
DO  - 10.2991/978-2-38476-158-6_30
ID  - Tian2023
ER  -