Aiming at the new trend of sports tourism consumption in the era of experience economy, it is both an opportunity and a challenge for sports tourism enterprises. Sports tourism enterprises will be abandoned by consumers if they can't keep pace with the times and change their marketing strategies with the changes of consumer demand. Therefore, in order to adapt to the new trend of sports tourism consumption in the era of experience economy, sports tourism enterprises should make corresponding adjustments and innovations in marketing strategies.

Vigorously develop experiential marketing

Try to be close to sports tourism consumers, understand their needs and feelings, and carry out experiential marketing to meet consumers' psychological needs. Sports tourism product is a kind of enjoyment product. Paying attention to the satisfaction of consumers' spiritual and psychological needs and carrying out emotional experience marketing will stimulate the travel motivation of potential tourists. For example, we attract fans to the World Cup in Korea and Japan, not only to let them watch the game, but also to let them experience a different sports culture: uniform uniforms, team badges and other clothing and equipment, and strengthen their sense of belonging to the national team. Through organized shouts and actions, we can feel the excitement, joy, emotion, disappointment, sadness and longing of football every minute.

Conduct one-on-one marketing

Philip? When discussing the dilemma faced by modern enterprises, kotler pointed out: In the increasingly fierce product competition, our enterprises can't find a market share and a sustainable growth market, which has become the number one problem. Many international enterprises are facing the embarrassment of shrinking market and accelerating technology. The fundamental way out of this embarrassment lies in finding the corresponding market for enterprise products quickly and effectively, and establishing a good method to find and build the market. Nowadays, the personalized trend of tourism demand is becoming more and more serious. Personality is the concept of consumption, and successful personalization is the intersection of tourism products and services and the internal needs of tourism consumers. In the era of experience economy, in order to realize the personalization, diversification and differentiation of tourism products, tourism enterprises should closely follow people's spiritual needs in the whole process from product design, production, delivery to consumption, and conduct one-on-one marketing to attract consumers' attention.

Strengthen interactive marketing

In the era of experience economy, enterprises become loyal customers by letting consumers experience products, confirming value and promoting trust. Specific to the sports tourism industry, on the one hand, we should emphasize the interaction between tourism enterprises and sports tourism consumers, on the other hand, we should emphasize the interaction between consumers. Therefore, the participation of tourists should be highlighted and interactive marketing should be strengthened in marketing means. For example, sports tourists customize and design sports tourism routes and sports tourism projects according to their own preferences and characteristics, and cooperate with sports tourism enterprises to build a sports tourism stage. Enjoy the complex experience of senses, knowledge, aesthetics, emotion and psychology in the process of sports tourism, and get the peak experience of psychology.

Highlight the advantages of brand marketing

Brand is the foundation and soul of experience. Attractive brands can adjust tourists' realistic feelings about tourism products, and well-branded tourism products can fully mobilize consumers' senses, make them leave unforgettable experiences and strengthen the tourism experience. Nowadays, tourism products are more and more abundant, the homogenization trend is more and more obvious, and the market competition is fierce. Pure profit drive is not enough to impress consumers, but products that can meet consumers' high-level needs can attract more attention. Therefore, combining the characteristics of products and consumers' demand psychology, it is an inevitable requirement for the development of the experience economy era to create a brand image that can conquer consumers' inner tastes and highlight the advantages of brand marketing. For example, the ice and snow tourism city in Harbin, Heilongjiang Province, the kite tourism city in Weifang, Shandong Province and other sports tourism brands, so that tourists can have a good idea of the effect before seeing the shape of the tourist destination.

Actively implement green marketing

Green consumption is a sustainable consumption pattern. Due to the era of experience economy, the pursuit of green products by sports tourism consumers and the enhancement of environmental awareness, sports tourism marketing should actively cater to the new trend of green tourism consumption, actively develop businesses beneficial to society and sports tourism consumers, highlight the green connotation of tourism products and actively implement green marketing.

Experience innovation strategy in sports tourism marketing

The new trend of sports tourism consumption in the era of experience economy is both an opportunity and a challenge for sports tourism enterprises. Sports tourism enterprises can't keep pace with the times, and if they change their marketing strategies with the changes of consumer demand, they will be abandoned by consumers. Therefore, in order to adapt to the new trend of sports tourism consumption in the era of experience economy, sports tourism enterprises should make corresponding adjustments and innovations in marketing strategies.

Vigorously develop experiential marketing

Try to be close to sports tourism consumers, understand their needs and feelings, and conduct experiential marketing to consumers to meet their psychological needs. Sports tourism product is a kind of entertainment product, which pays attention to the satisfaction of consumers' spiritual and psychological needs, transmits emotional experience to potential tourists through marketing, and stimulates tourism motivation. For example, our ability to attract fans to watch the World Cup in Korea and Japan is not only to let fans watch a football match, but also to let fans experience a different sports culture: uniform uniforms, uniforms and other standard equipment, and to strengthen the sense of belonging in cooperation with the national team. Screaming is integrated into the game through organized actions, and every minute of football experiences excitement, pleasure, emotion, disappointment, sadness and longing.

Conduct one-on-one marketing

When talking about the dilemma faced by modern enterprises, philip kotler thinks that in the increasingly fierce product competition, American enterprises have no market share and the market with sustainable growth has become the number one problem, while many international enterprises are facing the embarrassment of shrinking market and technology. The fundamental way to get out of this embarrassment is to find corresponding products for the enterprise market quickly and efficiently, and to establish a good market and find ways to create it. At present, the demand for tourism is becoming increasingly personalized. Individuality is the concept of consumers, and the successful performance of personalized products and services is the intersection of tourism demand and tourism consumers' minds. In the era of experience economy, in order to realize the individualization, diversification and differentiation of tourism products, the whole process of tourism enterprises from product design, production, delivery to consumption must closely follow people's spiritual needs and carry out one-on-one marketing, so that tourism products and services can resonate with consumers.

Strengthen interactive marketing

In the era of experience economy, enterprises can let consumers experience products, confirm the value contributed by trust, and then automatically close products and become loyal customers. Specific to the sports tourism industry, on the one hand, we want to emphasize the interaction between tourism enterprises and sports tourism consumers, on the other hand, we want to emphasize the interaction between consumers. Therefore, it is necessary to highlight the participation of tourists in marketing, so as to enhance the interactivity of marketing. For example, sports tourists can customize and design sports tourism projects, sports tourism projects, sports tourism projects and sports tourism enterprises to build a stage according to their own preferences and characteristics. Sports tourism is the peak psychological experience in the process of enjoying the complex experience of senses, knowledge, aesthetics, emotion and psychology.

Highlight the advantages of brand marketing

Brand experience is the foundation of the soul. Brands can tempt tourists to adjust their feelings about real tourism products, and tourism products with distinctive brands can fully mobilize consumers' senses, thus leaving unforgettable experiences and strengthening tourism experiences. In today's increasingly rich tourism products and the trend of homogenization, market-driven interest competition is simply not enough to impress consumers and meet their demand for high-level products, so as to resonate. Therefore, it is an inevitable requirement for the development of the experience economy era to combine product characteristics and consumer demand psychology, shape brands that can conquer consumers' hearts and highlight the advantages of brand marketing. Sports tourism brands such as Harbin, Heilongjiang, and Weifang, Shandong, which are ice and snow tourist cities, allow tourists to have their own shapes and receive their meanings without traveling.

Actively implement green marketing

Green consumerism is a sustainable consumption pattern. With the entry of the era of experience economy, sports tourism consumers' pursuit of green products and environmental awareness has increased. Sports tourism marketing should actively cater to the new trend of green tourism consumption in marketing awareness, actively develop sports tourism business that is beneficial to society and consumers' health, highlight the connotation of green tourism products and actively implement green marketing.