王宁 杨玉新

[摘 要] 顾客体验是体验式營销中的主体部分，通过创造优质的体验提升顾客对产品的认知和了解，进而实现营销效率的提升。随着市场经济的建设进程，以顾客体验为主的景区营销在越来越多的行业中占有重要地位。基于现今应用较为广泛的VR——虚拟现实科技作为课题切入点，通过对注重顾客的全方位体验、多样化经营，树立体验式旅游风尚、差异化经营，贴近顾客内心实际需求等现代化旅游景区营销的特征进行分析，提出了顾客体验视角下VR技术在旅游景区营销中的应用，可使旅游消费者在自然景区中获得心灵养生；在主题景区中获得娱乐体验；在人文景区中获得文化熏陶，以及VR技术对景区的宣传起到的促进作用。旨在为相关的旅游景区营销提供一定的现实资料，进而促进旅游产业的发展。

[关键词] 顾客体验；VR；旅游景区营销

[中图分类号] F590.3 [文献标识码] A [文章编号] 1009-6043（2018）03-0071-03

Abstract： Customer experience is the main part of experiential marketing，which enhances customer's cognition and understanding of products by creating high-quality experience for achieving the promotion of marketing efficiency. With the construction process of the market economy， the scenic spot marketing based on customer experience plays an important role in more industries. Taking the current widely used VR technology as a starting point of the research， modern tourism scenic spot marketing characteristics are analyzed， such as focusing on customer experience and diversified operation， building an experiential tourism fashion with differentiated operation， and stressing to the actual demand of customers. It puts forward that the application of customer experience from the perspective of VR technology in tourism scenic spot marketing can make consumers get spiritual health in the natural scenic spots， obtain entertainment experience in subject areas， and be influenced in cultural scenic spots. The VR technology also plays a role in promoting the scenic areas. The purpose of the study is to provide some practical information for the marketing of related tourist attractions and to promote the development of the tourism industry.

Key words： customer experience， VR， tourism scenic spot marketing

VR+旅游已成为全球旅游经济发展中势头最强劲和规模最大的应用之一，日益凸显它在国民经济中的重要地位。VR+旅游是一种利用VR技术实现的新旅游概念，虚拟现实技术以其能将计算机虚拟场景和实际场景相结合的功能而成为现代人机交互技术发展的革命性突破，该技术的应用为旅游的发展提供了更大的空间，VR+旅游的提出以目前旅游业发展在资源集成和创新方式的要求不断深化为基础，伴随着VR设备性能支持的深入，VR广泛被应用于旅游场景呈现、旅游产品解读、深度贴合顾客的实际思想和需求进行定制化跟踪服务，将旅游从特定的形式中解脱出来，成为与大众的生活紧密相连的基础互联应用。……