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Academic Journal of Humanities & Social Sciences, 2021, 4(3); doi: 10.25236/AJHSS.2021.040305.

Analysis of Theme Park Marketing Strategy Based on User Portrait: an Example from Window of the World, Shenzhen

Author(s)

Biao Tang, Xingyu Deng

Corresponding Author:
Biao Tang
Affiliation(s)

Shenzhen Tourism College, Jinan University, Shenzhen, China

Abstract

Social and cultural life has undergone considerable changes with the continuing growth of China’s economic level, which brings kinds of opportunities and challenges to Window of the World. The research uses a variety of marketing modelling including consumer motivation, consumer behavior, consumer satisfaction and loyalty to investigate consumers in Shenzhen Window of the World theme park in the form of questionnaires. By dividing consumers into categories of “learning in fun”, “emotional communication” and “free to play” and put forward the improvement plan and the corresponding marketing plan, which are supposed to improve consumers’ satisfaction, experience, conversion rate and loyalty and to help Window of the World increase its market share.

Keywords

Window of the world, Cluster analysis, User portrait, Tourism consumption behavior, Tourism motivation

Cite This Paper

Biao Tang, Xingyu Deng. Analysis of Theme Park Marketing Strategy Based on User Portrait: an Example from Window of the World, Shenzhen. Academic Journal of Humanities & Social Sciences (2021) Vol. 4, Issue 3: 21-25. https://doi.org/10.25236/AJHSS.2021.040305.

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