旅游服务的体验营销研究

Research on Experiential Marketing of Tourism Service

以向顾客提供有价值的体验为宗旨,体验营销力图通过满足顾客的体验需要而达到吸引和保留顾客、获取利润的目的。旅游服务本质上是为旅游者提供的一种或多种经历和体验。对旅游企业而言,服务提供者、游客、服务设施及场景、服务过程都是实施体验营销的关键要素。可采取的旅游服务的体验营销内容包括设计有吸引力的旅游体验主题,提升旅游服务的体验价值,展示体验式旅游有形物,营造旅游互动体验氛围、重视对游客的感官刺激等。

Experiential marketing is to attract and retain customers and then gain profit by providing valuable experience for customers and satisfying their needs for experience. Tourism service is essentially to provide a kind of or various experience. For tourism industry, service provider,tourists, facilities ＆ scenes and service process are all the key elements to implement experiential marketing. The contents of experiential marketing of tourism service include designing attractive theme of tourism experience, exalting the experience value of tourism service, exhibiting the tangible things of experiential tourism, building up interactive experiential atmosphere of tourism and emphasizing the sensuous stimulation to the tourists.