Analysis on the Factors Impacting Tourists’ Satisfaction in Sports Tourism from the Perspective of Experience Marketing-Based on the Case of Xiamen International Marathon

Abstract

At present, sports tourism is attracting more and more tourists with its unique characteristic of encouraging people’s participation. However, there is much to be improved in terms of product design, market promotion and consumer recognition, etc, which could impede its development. This paper combines the study of sports tourism with experience marketing theory in order to build a theory model of the relationship between experience marketing mix in sports tourism and tourists’ satisfaction on the basis of literature review. Also, this paper makes an empirical analysis on Xiamen International Marathon, finding that factors of content design, safety, ads and promotion materials, etc, are exerting much influence on tourists’ satisfaction.