体验经济时代的旅游体验式营销

Experiential Marketing of Tourism in the Age of Experiential Economy

旅游是体验经济时代最典型的体验性活动,它提供一种过程、经历和感受。由于体验性需求正逐步成为旅游需求的主流,因此,旅游企业应把握这种体验性旅游发展的新潮流,通过开展体验式营销来很好地满足游客的需求。基本的方法就是采用“5Es”组合策略,使游客积极地参与旅游产品的设计、生产和消费,亲身体验旅游活动过程,并最终成为旅游活动的主角。

Tourism is the most typical experiential action ,it provides a process, experience and sense. At present, experiential demands is becoming the main stream of tourism demands, therefore, tour companies will fit the new trends of tourism development ,and make the best to meet the demands of tourists. Main ways is to adopt the ＂5 Es＂ tactics ,and let tourists join the design ,production and consume of tourism products, and experience the tourism process by themselves, finally play the lead in the tourism activities.