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.
Cite this article
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 -