旅游与服务市场：奇幻，感觉，有趣[外文翻译].doc

1、标题TOURISMANDHOSPITALITYMARKETINGFANTASY,FEELINGANDFUN原文EXPERIENTIALMARKETINGHASBECOMEACORNERSTONEOFMANYRECENTADVANCESINAREASSUCHASRETAILING,BRANDINGANDEVENTSMARKETING,BUTWITHATTEMPTINGTOSELLANEXPERIENCEOFAPLACETHROUGHRELATINGITTOTHELIFESTYLECONSTRUCTSOFCONSUMERSFORMANYYEARSWEHAVEDISCUSSEDTHECHARACTE

2、RISTICSOFTOURISMANDHOSPITALITYPRODUCTS,WHICHSUGGESTTHATMARKETINGWITHINTHESECTORSISDIFFERENTTOMANYOTHERINDUSTRIES,ASPURCHASEDECISIONSAREMADEONTHEBASISOFPROJECTEDANDPERCEIVEDIMAGES,RATHERTHANPRIOREXPERIENCEHOWEVER,DESPITETHEAMOUNTOFLITERATUREBEINGWRITTENONTHESEPERCEIVEDDIFFERENCES,MOSTMARKETINGINTHESE

3、CTORRELIESHEAVILYONTRADITIONALMARKETINGCONCEPTS,ANDITISOFTENDIFFICULTTODISCRIMINATETOURISMANDHOSPITALITYAPPROACHESTOMARKETINGFROMTHOSEADVOCATEDFOROTHERCONSUMERPRODUCTSTOURISMANDHOSPITALITYHASBECOMEAMAJORECONOMICACTIVITYASEXPECTATIONSWITHREGARDTOTHEUSEOFOURLEISURETIMEHAVEEVOLVED,ATTRIBUTINGGREATERMEA

4、NINGTOOURFREETIMETHEEVOLUTIONOFTOURISTBEHAVIOURENCOURAGESBOTHCHANGEANDTHEEMERGENCEOFNEWMEANINGBOUCHETETAL,2004THISRESULTSINMARKETINGHAVINGPOTENTIALLYAGREATERPROMINENCEINTOURISMANDHOSPITALITY,THANINOTHERINDUSTRIESPOTENTIALTHATISNOTALWAYSFULLYACHIEVEDMORGANANDPRITCHARD,2002THEKEYREASONFORTHISFAILINGIS

5、THATINTHEMAINMARKETINGFORTOURISMANDHOSPITALITYHASBEENFOCUSSEDNOTONTHECONSUMER,BUTONTHEDESTINATIONOROUTLET,WITHMARKETINGSTRATEGIESBEINGRELATEDTOTHEPRODUCTSOFFEREDWILLIAMS,2000,2002ASMARKETINGWITHINTHISSECTORHASEVOLVEDHOWEVER,THEOFFERHASBECOMEINCREASINGLYLESSIMPORTANTDUETOTHEENORMOUSHETEROGENEITYOFCON

6、SUMERMOTIVATIONANDBEHAVIOURTHERESULTISTHATFIRMSANDDESTINATIONSWITHINTHISSECTORNEEDTOREDEFINETHEIRSTRATEGIESTOREFLECTTHESECHANGESSTUDYINGTHEBEHAVIOUROFCONSUMERSHASBECOMEINCREASINGLYCOMPLEX,ANDITISFAIRTOARGUETHATTOURISMANDHOSPITALITYBYITSVERYNATURE,SHOULDBEINTHEVANGUARDOFRESEARCHINTOCONTEMPORARYCONSUM

7、ERSWILLIAMS,2002TOURISMANDHOSPITALITYOFFERSAMULTITUDEOFVENUESINWHICHPEOPLECANCONSUMEBARS,RESTAURANTS,HOTELS,THEMEPARKS,CASINOSANDCRUISESHIPSALLOPERATEAS“CATHEDRALSOFCONSUMPTION”RITZER,1999OFFERINGINCREASINGLYCOMPLEXCONSUMPTIONOPPORTUNITIESTOINCREASINGLYCOMPLEXCONSUMERSTOURISMANDHOSPITALITYHASDEVELOP

8、EDINTOONEOFTHEMOSTIMPORTANTGLOBALECONOMICACTIVITIES,DUEINPARTTOACOMBINATIONOFATRANSFORMATIONOFOFFERSANDINCREASINGLYPOSTMODERNDEMANDTHESECHANGESMEANTHATTOURISMANDHOSPITALITYCONSUMPTIONHASEVOLVEDTOBECOMEMOREQUALITATIVE,MOREDEMANDING,ANDMOREVARIEDBOUCHETETAL,2004ANECDOTALEVIDENCEDELIVEREDTHROUGHMEDIACO

9、VERAGE,WOULDSUGGESTTHATCONTEMPORARYCONSUMERSARESELFINDULGENT,PLEASURESEEKINGINDIVIDUALS,EASILYDOMINATEDBYMARKETERSANDADVERTISERS,WHOACTLIKESHEEPINTHEWAYSTHEYMIMICREFERENTOTHERSHOWEVER,THEREALITYISOBVIOUSLYMUCHMORECOMPLEXTHANSUCHASCENARIOSUGGESTSCONTEMPORARYCONSUMERSAREASLIKELYTOBEDRIVENBYTHRIFTASTOT

10、HEYARETOBEHEDONISTIC,THEYUSECONSUMPTIONTOMAKESTATEMENTSABOUTTHEMSELVES,THEYUSECONSUMPTIONTOCREATETHEIRIDENTITIESANDTHEYDEVELOPASENSEOFBELONGINGTHROUGHCONSUMPTIONFORMANYPEOPLEITISTHROUGHCONSUMPTIONTHATRELATIONSHIPSAREFORMED,FOREXAMPLE,COLLEAGUESENJOYINGADRINKAFTERWORKORCHILDRENHOSTINGTHEIRBIRTHDAYPAR

11、TIESATMCDONALDS,ENABLINGTHEMTODEFINETHEIRCIRCLEOFFRIENDSCONSUMPTIONALSOPLAYSAPARTINFINDINGFULFILMENT,DEVELOPINGCREATIVITYANDEXPRESSINGTHEIRINDIVIDUALABILITIESCLEARLYSUCHACOMPLEXPHENOMENACANNOTBEEASILYUNDERSTOODRECENTARGUMENTSHAVEBEENSOUNDEDTHATASPECTSOFCONTEMPORARYTOURISMANDHOSPITALITYCONSUMPTIONHAV

12、EREFLECTEDTHEPHENOMENAOFPOSTMODERNISMWHILSTMANYBELIEVEPOSTMODERNISMTOBEAMEANINGLESSINTELLECTUALFAD,INACCESSIBLETOMANYINVOLVEDINMARKETINGWITHINOURSECTOR,OTHERSAGREETHATTHEREAREWORTHWHILEINSIGHTSTOBEGAINEDFROMTHEDEBATEONTHEPOSTMODERNCONDITIONANDITSCONSEQUENCESFORTOURISMANDHOSPITALITYCONSUMPTIONANDMARK

13、ETINGIDONOTINTENDTODISCUSSATLENGTHTHEUSEOFPOSTMODERNDISCOURSEINTOURISMANDHOSPITALITYMARKETINGASIHAVEEXERCISEDITINPREVIOUSWORKWILLIAMS,2000,2002THETERMPOSTMODERNISMREFERSTOABREAKINTHINKINGAWAYFROMTHEMODERN,FUNCTIONALANDRATIONAL,ANDDURINGTHELASTCOUPLEOFDECADESITHASSPREADACROSSALLDOMAINSOFKNOWLEDGE,INC

14、LUDINGMARKETINGTHEKEYCONCEPTSOFPOSTMODERNMARKETINGAREFRAGMENTATION,INDETERMINACYANDDISTRUSTOFUNIVERSALDISCOURSE,BUTBYESCHEWINGMODERNISMITINTRODUCESARADICALLYNEWANDDIFFERENTCULTURALMOVEMENTWHICHCOALESCESINARECONCEPTUALISATIONOFHOWWEEXPERIENCEANDEXPLAINOURWORLDINTERMSOFEXPERIENTIALMARKETINGTWOASPECTSO

15、FTHEPOSTMODERNDISCOURSEAREMOSTRELEVANT,HYPEREALITYANDIMAGEHYPEREALITYISONEOFTHEMOSTDISCUSSEDCONDITIONSOFPOSTMODERNISM,ANDREFERSTOTHEARGUMENTTHATREALITYHASCOLLAPSEDANDHASBECOMEIMAGE,ILLUSION,SIMULATIONANDSIMULACRACOPIESFORWHICHNOORIGINALEXISTSHYPERREALITYREFERSTOABLURRINGOFDISTINCTIONBETWEENTHEREALAN

16、DTHEUNREALINWHICHTHEPREFIX“HYPER”SIGNIFIESMOREREALTHANREALWHENTHEREALISNOLONGERAGIVENBUTISREPRODUCEDBYASIMULATEDENVIRONMENT,ITDOESNOTBECOMEUNREAL,BUTREALERTHANREAL,TOTHEEXTENTITBECOMESWHATBAUDRILLARD1993,P23REFERSTOAS“AHALLUCINATORYRESEMBLANCEOFITSELF”INPOSTMODERNISM,WITHTHEADVENTOFHYPERREALITY,SIMU

17、LATIONSCOMETOCONSTITUTEREALITYITSELFTHISSCENARIOISEXEMPLIFIEDTHROUGHOUTTHETOURISMANDHOSPITALITYINDUSTRYBAUDRILLARDHIMSELFUSEDTHEEXAMPLEOFDISNEYLAND,ARGUINGITISMOREREALTHANTHEUSAITSELFAPOINTREINFORCEDBYVENTURI1995,P67WHOSUGGESTED“DISNEYLANDISNEARERTOWHATPEOPLEWANTTHANWHATARCHITECTSHAVEEVERGIVENTHEMDI

18、SNEYLANDISTHESYMBOLICAMERICANUTOPIA”INPOSTMODERNSOCIETYPEOPLEHAVEBECOMEFASCINATEDBYSIGNSANDASARESULT,THEYEXISTINASTATEWHERESIGNSANDIMAGESHAVEBECOMEMOREIMPORTANTTHANWHATTHEYSTANDFORTHERESULTISTHATTODAYSCONSUMERSCONSUMEIMAGERYANDDONOTFOCUSONWHATTHEIMAGESREPRESENTORMEANASMILLERANDREAL1998,P30ARGUE“WELI

19、VEINAWORLDWHERETHEIMAGEORSIGNIFIEROFANEVENTHASREPLACEDDIRECTEXPERIENCEANDKNOWLEDGEOFITSREFERENTORSIGNIFIED”WHILEITISACCEPTEDTHATTHEREAREPROBLEMSWITHINVESTIGATINGTOURISMANDHOSPITALITYMARKETINGTHROUGHAPOSTMODERNORIENTATION,ITCLEARLYENCOMPASSESABROADRANGEOFCONSUMEREXPERIENCESINADDITIONITHASTHEPOTENTIAL

20、TOREFRAMEOURTHINKINGABOUTMARKETINGPRACTICEINANINCREASINGLYFRAGMENTEDGLOBALMARKETPLACEABETTERUNDERSTANDINGOFTHEUNDERLYINGMACROFORCESANDMICROBEHAVIOUR,ASSOCIATEDWITHPOSTMODERNISM,CANBELEVERAGEDBYMARKETERSTOOBTAINCOMPETITIVEADVANTAGESINTHEINCREASINGLYDYNAMIC,UNPREDICTABLE,UNSTABLEANDCOMPETITIVETOURISMA

21、NDHOSPITALITYENVIRONMENTTRADITIONALMARKETINGPROVIDEDAVALUABLESETOFSTRATEGIES,IMPLEMENTATIONTOOLSANDMETHODOLOGIESTHATTOURISMANDHOSPITALITYFIRMSCOULDUSEINANEARLIERAGEASSCHMITT1999,P55ARGUED“TRADITIONALMARKETINGWASDEVELOPEDINRESPONSETOTHEINDUSTRIALAGE,NOTTHEINFORMATION,BRANDINGANDCOMMUNICATIONSREVOLUTI

22、ONWEAREFACINGTODAY”INANEWAGE,WITHNEWCONSUMERSWENEEDTOSHIFTAWAYFROMAFEATURESANDBENEFITSAPPROACH,ASADVOCATEDBYTRADITIONALAPPROACHESTOCONSUMEREXPERIENCESWENEEDTOCONSIDERNEWCONCEPTSANDAPPROACHESWHICHCAPITALIZEONTHEOPPORTUNITIESOFFEREDBYTHESENEWCONSUMERSONESUCHAPPROACHISEXPERIENTIALMARKETINGANAPPROACHWHI

23、CHINCONTRASTTOTHERATIONALFEATURESANDBENEFITSVIEWOFCONSUMERS,TAKESAMOREPOSTMODERNORIENTATIONANDVIEWSTHEMASEMOTIONALBEINGS,CONCERNEDWITHACHIEVINGPLEASURABLEEXPERIENCESEXPERIENTIALMARKETINGISAGROWINGTRENDWORLDWIDE,WITHENTHUSIASTSREPORTEDINALLSECTORSOFTHEGLOBALECONOMY,FROMCONSUMERPRODUCTSSUCHASFORDMOTOR

24、COMPANYKERWIN,2004TOHEALTHCAREPROVIDERSSUCHASTHENORTHHAWAIICOMMUNITYHOSPITALHILL,2003ASSCHMITT1999,P53STATES“EXPERIENTIALMARKETINGISEVERYWHERE”THEQUESTIONISWHATHASCAUSEDTHISEVOLUTIONINTHEWORLDOFMARKETING,ANDWHATARETHEIMPLICATIONSFORCONSUMERSOFTOURISMANDHOSPITALITYEXPERIENTIALMARKETINGWASFIRSTINTRODU

25、CEDBYPINEANDGILMORE1998ASPARTOFTHEIRWORKONTHEEXPERIENCEECONOMY,ANDFURTHERREFINEDINMANYSUBSEQUENTARTICLESANDBOOKSBYTHESAMEAUTHORSPINEANDGILMORE1999,P2EXPLAINEDTHEIRVIEWOFEXPERIENTIALMARKETINGINTHEFOLLOWINGMANNER“WHENAPERSONBUYSASERVICE,HEPURCHASESASETOFINTANGIBLEACTIVITIESCARRIEDOUTONHISBEHALFBUTWHEN

26、HEBUYSANEXPERIENCE,HEPAYSTOSPENDTIMEENJOYINGASERIESOFMEMORABLEEVENTSTHATACOMPANYSTAGESTOENGAGEHIMINAPERSONALWAY”EXPERIENTIALMARKETINGISABOUTTAKINGTHEESSENCEOFAPRODUCTANDAMPLIFYINGITINTOASETOFTANGIBLE,PHYSICAL,INTERACTIVEEXPERIENCESWHICHREINFORCETHEOFFERRATHERTHANSEEINGTHEOFFERINATRADITIONALMANNER,TH

27、ROUGHADVERTISINGMEDIASUCHASCOMMERCIALS,PRINTORELECTRONICMESSAGING,CONSUMERS“FEEL”ITBYBEINGPARTOFITASGAUTIER2004,P8ARGUES“EXPERIENTIALMARKETINGISATOTALLYNEWWAYOFTHINKINGABOUTMARKETING,IFYOUTHINKITSABOUTSIMPLYTWEAKINGAROUNDTHEEDGES,THINKAGAIN”EXPERIENTIALMARKETINGISNOTABOUTONEOFFEVENTS,SPONSORSHIP,SAM

28、PLINGORGENERALFIELDMARKETINGEXPERIENTIALMARKETINGDESCRIBESMARKETINGINITIATIVESTHATGIVECONSUMERSINDEPTH,TANGIBLEEXPERIENCESINORDERTOPROVIDETHEMWITHSUFFICIENTINFORMATIONTOMAKEAPURCHASEDECISIONITISWIDELYARGUEDTHATASTHESCIENCEOFMARKETINGEVOLVES,EXPERIENTIALMARKETINGWILLBECOMETHEDOMINANTMARKETINGTOOLOFTH

29、EFUTUREMCNICKEL,2004EXPERIENTIALMARKETINGHASEVOLVEDASARESPONSETOAPERCEIVEDTRANSITIONFROMASERVICEECONOMYTOONEPERSONIFIEDBYTHEEXPERIENCESWEPARTICIPATEININSUCHAPERCEPTIONEXPERIENCESAREASECONOMICALLYDIFFERENTFROMSERVICESASSERVICESAREFROMGOODSPINEANDGILMORE2004EXPLAINTHATEXPERIENCESHAVEEMERGEDASTHENEXTST

30、EP,INWHATTHEYREFERTOASTHEPROGRESSIONOFECONOMICVALUEIFWEACCEPTSUCHAPOSITIONTHATMODERNECONOMIESARESEENASMAKINGATRANSITIONFROMTHEMARKETINGOFSERVICESTOTHEMARKETINGOFEXPERIENCES,ALLTOURISMANDHOSPITALITYOFFERSAREACTSOF“THEATRE”THATSTAGETHESEEXPERIENCESTHEEXPERIENCEECONOMYHASBEENSUMMARISEDBYPETKUS2002ASFOL

31、LOWSCONTEMPORARYECONOMIESHAVEEVOLVEDFROMTHEDELIVERYOFCOMMODITIESTOTHEDELIVERYOFGOODS,FROMGOODSTOSERVICESANDAREPRESENTLYEVOLVINGFROMSERVICESTOEXPERIENCESASSERVICESBECAMEINCREASINGLYCOMMODIFIED,CUSTOMERPERCEPTIONSOFCOMPETITIVEADVANTAGEDIMINISH,ASDOESSATISFACTIONTHEDELIVERYOFEXPERIENTIALMARKETOFFERINGS

32、INVOLVESENGAGINGCUSTOMERSINAMEMORABLEWAYANDALLACTIONSOFTHEORGANISATIONCONTRIBUTETOTHEPERFORMANCEOFTHEEXPERIENTIALMARKETOFFERINGTHEHUGEGROWTHINTHEFIELDOFEXPERIENTIALMARKETINGAPPEARSTOBETHERESULTOFTHEEFFECTOFTHENUMEROUSSUCCESSSTORIESCITEDINTHEMEDIAASKERWIN2004,P94STATES“THEBEAUTYOFAWELLDESIGNEDEXPERIE

33、NCEISTHATWHILEITDOESNTREACHNEARLYASMANYPEOPLEASATVSPOT,ITCANATTRACTTHEVERYCUSTOMERSWHOAREMOSTLIKELYTOBUY”THEEVIDENCESEEMSTOSUPPORTTHISCONTENTION,FOREXAMPLE,RESEARCHUNDERTAKENBYSRI,ANINTERNATIONALMARKETRESEARCHORGANISATION,FOUNDTHATEXPERIENTIALMARKETINGDROVEFASTERRESULTSTHANTRADITIONALMETHODS,WITHCON

34、SUMERSSUGGESTINGITLEDTOQUICKPOSITIVEPURCHASEDECISIONSAMONGSTCERTAINGROUPS,YOUNGERCONSUMERSANDFEMALES,THERESULTSWEREEVENMOREENCOURAGINGALLEN,2005THESAMERESEARCHALSODEMONSTRATEDTHATEXPERIENTIALMARKETINGMADECONSUMERSMORERECEPTIVETOOTHERFORMSOFASSOCIATEDADVERTISING,ANIMPORTANTFACTORINANERAOFINTEGRATEDMA

35、RKETINGCOMMUNICATIONSIMILARRESULTSWEREFOUNDBYIMIINTERNATIONALTHEIRRESEARCHSUGGESTEDTHATMORETHAN55PERCENTOFCONSUMERSFELTTHATTHEBIGGESTSINGLEINFLUENCEONPROPENSITYTOCONSUMEWASTHEABILITYTOSAMPLEORINTERACTWITHAPRODUCTBEFOREPURCHASEINTHEUK,RESEARCHUNDERTAKENBYIDLIVEBRANDEXPERIENCESTATEDTHATASMANYAS85PERCE

36、NTOFCONSUMERSVALUEDTHEOPPORTUNITYTOEXPERIENCETOUCH,SMELL,TASTEORHEAR,PRODUCTSOFTHOSESURVEYED,58PERCENTCONFIRMEDTHATEXPERIENTIALMARKETINGHADENCOURAGEDTHEMTOMAKEAPURCHASETHEYWERENOTPREVIOUSLYPLANNINGTOMAKETHEIMPORTANCEOFTHISDEVELOPMENTISNOTLOSTONMARKETINGEXECUTIVESWITHMORETHAN70PERCENTOFTHEMRECENTLYST

37、ATINGTHATEXPERIENTIALMARKETINGISTHECURRENT“BIGTHEME”GAUTIER,2004PINEANDGILMORE1999THEORIGINATORSOFMUCHOFTHECURRENTTHINKINGBEHINDEXPERIENTIALMARKETINGCITEUSBUREAUOFLABOURSTATISTICSSHOWINGTHATCONSUMERPRICEINDICES,EMPLOYMENTGROWTHANDGROWTHINGDPHAVEALLINCREASEDATAFASTERRATEFOREXPERIENTIALOFFERINGS,THANF

38、ORCOMMODITIES,GOODSORSERVICESTOSUMMARISE,THEREASONBEHINDTHECONTINUINGGROWTHINDEMANDFOREXPERIENTIALMARKETING,ISTHATITAPPEARSTOWORKFORBOTHFIRMSANDCUSTOMERSASWITTHAUS2004,P10STATESITACHIEVESMEASURABLERESULTSBYOFFERINGINNOVATIVEWAYSOFCOMMUNICATINGWITHCUSTOMERSINTHEIROWNENVIRONMENT,LEADINGTOABETTERROIAND

39、ITOFFERSAMEMORABLE,ENGAGINGANDEXHILARATINGWAYOFREACHINGCUSTOMERSEXPERIENTIALMARKETINGDEMONSTRATESTHATTHEMEDIALANDSCAPEHASUNALTERABLYCHANGEDINRECENTYEARSIN1985,ACOMMERCIALONPEAKTIMETELEVISIONWOULDHAVEBEENEXPECTEDTOREACHOVER40PERCENTOFTHEPOPULATIONASIMILARCOMMERCIALTODAYWOULDBEUNLIKELYTOREACHMORETHAN1

40、5PERCENTOFTHEPOPULATION,ANDTHISFIGUREISLIKELYTOCONTINUEFALLINGGAUTIER,2004DESPITEINCREASEDSPENDONTRADITIONALMEDIAMANYOFTHEWORLDSTOPPRODUCTSANDBRANDSHAVESUFFEREDFALLINGMARKETSHARETHEREISAWIDESPREADBELIEFTHATOLDMODELSOFADVERTISINGSPENDARENOLONGERASEFFECTIVEASTHEYWEREANDALTERNATIVESHAVETOBESOUGHT出处ALIS

41、TAIRWILLIAMS,2006“TOURISMANDHOSPITALITYMARKETINGFANTASY,FEELINGANDFUN“,INTERNATIONALJJOURNALOFCONTEMPORARYHOSPITALITYMANAGEMENT,VOL18ISS6,PP482495标题旅游与服务市场奇幻，感觉，有趣译文体验营销已经成为许多最新进展领域的基石，例如零售业、品牌和事件营销，但随之而来的是企图一提样营销为目的建立消费者的生命周期。多年来,我们已经讨论了旅游管理的特点,市场营销,显示这些行业的营销是不同于许多其他的工业，例如产品的购买决定于计划表的基础上,而不是经验。然而,尽

42、管大量的文学作品写出了这些显性的差异,大多数这些行业的营销部门依赖传统营销的概念,并经常很难区别旅游管理与其他的消费产品所提倡的市场营销方法的不同。旅游与服务管理，作为能够利用我们的闲暇时间的期望已逐步形成,给我们的业余时间带来更大的意义，已经成为主要的经济活动。旅游行为的进化和改变鼓励都新出现的意义BOUCHET苏达权等,2004。这个营销结果在旅游管理中有着潜在的，更突出的作用。潜力,这并不总是完全达成摩根和PRITCHARD,2002年。这个失败的主要原因是,在主要的旅游管理市场上的注意力已不再集中于消费者,而是旅游景点、出口，与产品相关的市场营销策略威廉姆斯,2000年,2002年。在

43、这个领域市场已经演变了。然而,由于消费者巨大的动机和行为不均衡性，提议已变成越来越不重要。结果是,在这个部门公司和旅游景点需要重新定位其策略来反映这些变化。消费者行为的研究已变得日益复杂,这是不容争辩地,对于当代研究消费者来说旅游管理本质的研究是前卫的威廉姆斯,2002年。旅游服务提供多种场所供人们消费。酒吧、餐厅、酒店、主题公园、赌场和游轮全部经营作为“圣殿”RITZER,1999给需求多样化的消费者提供日益健全的消费机会。旅游与服务已发展成为最重要的全球经济活动,部分原因是由于赞助商的转变和越来越后现代需求的综合因素。这些改变意味着旅游与服务消费演化为更有质量,更多的需求,和更多样化BOU

44、CHET苏达权等,2004。据媒体报道证实,认为现代消费者崇尚个人享乐主义,易被营销商和广告商所引导,如同模仿指定物的绵羊。但是,现实的复杂性显然是远大于这样的场景显示。现代消费者的可能被节俭所束缚以至于都要享乐的,他们通过消费说明自己,他们用消费创造他们的身份,透过消费建立一种归属感。对许多人来说是通过消费建立的关系,例如，同事下班后喝酒或儿童在麦当劳举办生日聚会的他们,使他们能够确定他们的朋友圈，消费也扮演一个实现的价值，开发创造力和表达他们个人能力的角色,。显然这样一个复杂的现象就不容易理解。最近的争论的焦点是,现代酒店与旅游业方面消费现象反映了后现代主义。虽然许多人认为后现代主义是一种

45、无意义的知识分子的时尚,无法进入我们行业的许多相关市场,也有人赞同通过对后现代现状及其结果的讨论，对旅游服务的消费和营销提供了有价值的见解。我不打算大篇幅地讨论在旅游与服务营销中对后现代的论述，如同我一直在以前的工作中那样威廉姆斯,2000年,2002年。后现代主义这个词是指打破固有思想，远离现代,实用和理性,在过去的几十年中它已经扩散各个领域,包括销售。后现代营销的主要概念是分裂,不确定性和对一般理论的不信任,而是通过远离现代主义，引进过一种激进的，新的和不同文化的运动，并带来一种我们如何体验和解释我们的世界的重新定义。根据体验营销措辞，后现代论述的两个方面,均更有针对性,超现实和图像。超现

46、实是后现代主义讨论最多的条件之一,指的是现实已经倒塌,已成为形象、幻觉、仿真和模拟的副本原物不存在的拷贝物。超现实指的是一种模糊了现实和虚幻的差别，它的前缀“HYPER”意思是比现实更真实。当现实不再是给定的却是复制一个模拟环境,它也不再是不真实的,但比现实更真实,一定程度上变成了鲍德里亚1993年,P。23所指的“类似自身的幻觉”。在后现代主义,随着超现实、模拟来构建现实本身。这种情况下用案例来分析整个旅游与服务行业。鲍德里亚用过的迪斯尼乐园的例子,讨论了比美国本身更真实。文丘里强1995年，P67提议迪士尼乐园离人们想要的比建筑师曾经给过他们的更近。迪士尼乐园是美国理想化的象征”。在后现代

47、社会,人们对符号入迷导致他们处于一种符号和图表远比它们所代表的更重要的状态,。结果是今天的消费者消费成像，不再集中于图表所代表或意味什么了。作为米勒和瑞尔1998年P。30论证说,“我们生活在这样一个世界里，事件的图像或话语已经直接取代了事件本身所反映或代表的经验与知识。人们已经接受一个问题，通过后现代定位调查旅游与服务营销,但显然它涵盖了广泛的消费体验。此外在一个日益细分的全球市场上，它潜移默化地修订营销的实践者思路。更好的理解后现代主义之下的宏观力量和微观行为，可以促进经营者在充满活力，不可预测,不稳定和充满竞争的竞争旅游与服务环境中获得竞争优势,传统营销提供了一套在早年旅游与服务的公司可

48、以用的宝贵的策略、实施工具和方法。正如斯米特所说的1999年，P55“传统营销是随着工业时代发展起来的,而不是我们今天面临的信息、品牌和通信的革命,”。在新的时代条件下,对于新的消费者,我们需要从特点利益所主张的传统的方法中转移出来，如主张通过传统方法对待消费者的经验。利用这些新消费者所提供的机会，我们需要考虑新概念和方法。这样的一个方法是,一种体验营销，一种与理性的特征利益的消费者观点相对立，把消费者当做感性人给他们带来更多的后现代取向和观点，达到让人享受的体验。在世界范围内，体验营销正成为一种不断增长的趋势,通过狂热者对各种全球经济的各领域的报道,从消费产品,如福特汽车公司KERWIN,2

49、004到卫生保健机构如夏威夷北方社区医院的希尔,2003。正如斯米特1999,P53所说的,“体验营销无处不在”问题是,是什么导致了营销领域的变革,对于旅游与服务的消费者意味着什么体验营销是被派恩和吉尔摩（1998）作为他们在体验经济研究的一部分而首次引入的，后来被一个作者在随后的文章和书中提炼出来。派恩和吉尔摩（199，P2）是这样解释他们对于体验营销的看法的“当一个人购买一种服务时，在他的利益上，他获得的是一系列无形的行动，但是当他购买一种体验时，他是付钱去享受公司为其个人提供的一系列有实际感受的事件。体验营销是将产品的本质提取出来，然后放大到一系列有形的，交互式的，人可以实际感受的体验中从而加深产品所带来的体验，而不是以普通的方式看到的产品那样，通过广告媒介例如广告，印刷的或者电子的信息，消费者是作为其中一部分去感受它的。GAUTIER（2004，P8）主张“体验营销完全是以一种全新的方式去考虑营销的，如果你认为它是简单的边缘调整，请重新思考。”体验营销不是一次性事件，赞助，采样和一般领域的营销。体验营销强调营销的主动性带给消费者的深度的，有形的体验从而提供给他们充足的信息使他们做出购买的决定。它被普遍的认为是营销科学的一种进步，体验营销将会是未来最重要的营销方式。体验营销是一种从服务经济到个人参与的体验经济的进化的一种响应。在经济方面，感官体验区别于服务，服务区别于产