Research On The Introduction And Implementation Of Experiential Marketing Into Hotel Industry

Since the beginning of the 21^st century, with the changing of the consumption shapes, the economy has evolved from agriculture economy, industry economy, and service economy to experience economy. 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 the rapid development of our hotel industry, Because of the most hotel neglects the character of product designing, just like to imitate other competitors, brought the vigorous competition in the hotel industry, which is a key problem of the development in our country. So, 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 hotel marketing system.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 hotel industry by probing into the applicability of its introduction to hotel industry and its impact on hotel marketing strategy and practices. On these bases, it especially tries to solute the predicament of the past famous scenic spots.