Research On The Introduction And Application Of Experiential Marketing Into Tourism Industry

The arrival of experiential economy promotes consumers' experiential demand. The disappearance of products' difference makes experience become the effective way to promote the value of products, people pay more attention to their own psychology's needs and interest partiality than the products' functionally in the course of consuming. Meanwhile, with traveling becoming part of our daily life, people pursue deep tour more and more. All these bring change to the marketing concepts, so experiential marketing concept arises and develops rapidly. The essence of tourism makes experiential marketing implemented effectively in the fields of tourism industry.Based on the demand-oriented marketing philosophy, this thesis studies and analyzes the experiential marketing theory which appeared years ago and has undergone rapid development. The thesis aims to make an introduction of this theory and try to apply it to tourism marketing system.The study is carried out from a perspective of multi-subjects. Based on the fundamental theories of economics and sociology and aesthetics, this thesis makes an exhaustive use of marketing theories, marketing research methods in addition to related tourism theories.The subject of this thesis is composed of five chapters.The first chapter concentrates on the development process of the experiential marketing theory: the background of its origination, the examination of this theory in practical fields and its final establishment in the academic world.In the second chapter, the author starts from analyzing the evolution of the tourist needs, and goes through a penetrating analysis of the transformation from the traditional marketing strategy to experiential marketing. And then it expounds its adaptability and meaning.As the key part of this thesis, the third part puts forward the concept ofexperiencing tourism marketing formally, and from two levels of strategy and tactics builds the theoretical system of experiencing tourism marketing.Chapter 4 analyzes two cases as a connecting link . And chapter 5 discusses how to implement experiencing tourism marketing in the past famous travel scenic spots.This thesis tries to do some contribution to the maturation of this newly emerged concept through research on its development process. It also tries to make it attach to tourism by probing into the applicability of its introduction to tourism industry and its impact on tourism marketing strategy and practices. On these bases, it especially tries to solute the predicament of the past famous scenic spots.