1、毕业论文（设计）外文翻译题目体验营销在乡村旅游中的应用以周家庄为例一、外文原文标题TOURISMANDHOSPITALITYMARKETINGFANTASY,FEELINGANDFUN出处ALISTAIRWILLIAMSTOURISMANDHOSPITALITYMARKETINGFANTASY,FEELINGANDFUNJINTERNATIONALJOURNALOFCONTEMPORARYHOSPITALITYMANAGEMENT200618（6）,PP482495原文INTRODUCTIONEXPERIENTIALMARKETINGHASBECOMEACORNERSTONEOFMANYREC
2、ENTADVANCESINAREASSUCHASRETAILING,BRANDINGANDEVENTSMARKETING,HOWEVER,MARKETINGINTHETOURISMANDHOSPITALITYSECTORSDOESNOTAPPEARTOHAVEEXPLICITLYENGAGEDTHETHEORETICALISSUESINVOLVEDTHISRAISESTHEQUESTIONWHAT,IFANYTHING,DOESEXPERIENTIALMARKETINGHAVETOOFFERMARKETERSINTHEDISCIPLINESOFTOURISMANDHOSPITALITYINTH
3、ISPAPER,IWILLSEEKTOINTRODUCETHEEXPERIENTIALMARKETINGDEBATEANDDEMONSTRATEHOWTHEQUESTIONSRAISEDBYTHECONCEPTARECRUCIALTOANUNDERSTANDINGOFMARKETINGTHEORYANDRESEARCHWITHINTHETOURISMANDHOSPITALITYSECTORSMARKETINGANDPROMOTIONISCLEARLYESSENTIALFORSUCCESSFULTOURISMANDHOSPITALITYDEVELOPMENT,HOWEVER,ITISOFTENO
4、VERLOOKEDORSIMPLISTICINNATUREHANNAM,2004INDEED,MORGANETAL2002ARGUETHATCONVENTIONALTOURISMMARKETINGTENDSTOFOCUSONCONFIRMINGTHEINTENTIONSOFTOURISTS,RATHERTHANPERSUADINGTHEMTOCONSUMEDIFFERENTLYINADDITIONTHEMARKETINGOFTOURISMANDHOSPITALITYPRODUCTSHASBECOMEINCREASINGLYCOMPLEX,BEINGASSOCIATEDNOTONLYWITHCO
5、NVEYINGANIMAGEOFAPLACE,BUTWITHATTEMPTINGTOSELLANEXPERIENCEOFAPLACETHROUGHRELATINGITTOTHELIFESTYLECONSTRUCTSOFCONSUMERSFORMANYYEARSWEHAVEDISCUSSEDTHECHARACTERISTICSOFTOURISMANDHOSPITALITYPRODUCTS,WHICHSUGGESTTHATMARKETINGWITHINTHESECTORSISDIFFERENTTOMANYOTHERINDUSTRIES,ASPURCHASEDECISIONSAREMADEONTHE
6、BASISOFPROJECTEDANDPERCEIVEDIMAGES,RATHERTHANPRIOREXPERIENCEHOWEVER,DESPITETHEAMOUNTOFLITERATUREBEINGWRITTENONTHESEPERCEIVEDDIFFERENCES,MOSTMARKETINGINTHESECTORRELIESHEAVILYONTRADITIONALMARKETINGCONCEPTS,ANDITISOFTENDIFFICULTTODISCRIMINATETOURISMANDHOSPITALITYAPPROACHESTOMARKETINGFROMTHOSEADVOCATEDF
7、OROTHERCONSUMERPRODUCTSTOURISMANDHOSPITALITYHASBECOMEAMAJORECONOMICACTIVITYASEXPECTATIONSWITHREGARDTOTHEUSEOFOURLEISURETIMEHAVEEVOLVED,ATTRIBUTINGGREATERMEANINGTOOURFREETIMETHEEVOLUTIONOFTOURISTBEHAVIOURENCOURAGESBOTHCHANGEANDTHEEMERGENCEOFNEWMEANINGBOUCHETETAL,2004THISRESULTSINMARKETINGHAVINGPOTENT
8、IALLYAGREATERPROMINENCEINTOURISMANDHOSPITALITY,THANINOTHERINDUSTRIESPOTENTIALTHATISNOTALWAYSFULLYACHIEVEDMORGANANDPRITCHARD,2002THEKEYREASONFORTHISFAILINGISTHATINTHEMAINMARKETINGFORTOURISMANDHOSPITALITYHASBEENFOCUSEDNOTONTHECONSUMER,BUTONTHEDESTINATIONOROUTLET,WITHMARKETINGSTRATEGIESBEINGRELATEDTOTH
9、EPRODUCTSOFFEREDWILLIAMS,2000,2002ASMARKETINGWITHINTHISSECTORHASEVOLVEDHOWEVER,THEOFFERHASBECOMEINCREASINGLYLESSIMPORTANTDUETOTHEENORMOUSHETEROGENEITYOFCONSUMERMOTIVATIONANDBEHAVIOURTHERESULTISTHATFIRMSANDDESTINATIONSWITHINTHISSECTORNEEDTOREDEFINETHEIRSTRATEGIESTOREFLECTTHESECHANGESSTUDYINGTHEBEHAVI
10、OUROFCONSUMERSHASBECOMEINCREASINGLYCOMPLEX,ANDITISFAIRTOARGUETHATTOURISMANDHOSPITALITYBYITSVERYNATURE,SHOULDBEINTHEVANGUARDOFRESEARCHINTOCONTEMPORARYCONSUMERSWILLIAMS,2002TOURISMANDHOSPITALITYOFFERSAMULTITUDEOFVENUESINWHICHPEOPLECANCONSUMEBARS,RESTAURANTS,HOTELS,THEMEPARKS,CASINOSANDCRUISESHIPSALLOP
11、ERATEAS“CATHEDRALSOFCONSUMPTION”RITZER,1999OFFERINGINCREASINGLYCOMPLEXCONSUMPTIONOPPORTUNITIESTOINCREASINGLYCOMPLEXCONSUMERSTOURISMANDHOSPITALITYHASDEVELOPEDINTOONEOFTHEMOSTIMPORTANTGLOBALECONOMICACTIVITIES,DUEINPARTTOACOMBINATIONOFATRANSFORMATIONOFOFFERSANDINCREASINGLYPOSTMODERNDEMANDTHESECHANGESME
12、ANTHATTOURISMANDHOSPITALITYCONSUMPTIONHASEVOLVEDTOBECOMEMOREQUALITATIVE,MOREDEMANDING,ANDMOREVARIEDBOUCHETETAL,2004ANECDOTALEVIDENCEDELIVEREDTHROUGHMEDIACOVERAGE,WOULDSUGGESTTHATCONTEMPORARYCONSUMERSARESELFINDULGENT,PLEASURESEEKINGINDIVIDUALS,EASILYDOMINATEDBYMARKETERSANDADVERTISERS,WHOACTLIKESHEEPI
13、NTHEWAYSTHEYMIMICREFERENTOTHERSHOWEVER,THEREALITYISOBVIOUSLYMUCHMORECOMPLEXTHANSUCHASCENARIOSUGGESTSCONTEMPORARYCONSUMERSAREASLIKELYTOBEDRIVENBYTHRIFTASTOTHEYARETOBEHEDONISTIC,THEYUSECONSUMPTIONTOMAKESTATEMENTSABOUTTHEMSELVES,THEYUSECONSUMPTIONTOCREATETHEIRIDENTITIESANDTHEYDEVELOPASENSEOFBELONGINGTH
14、ROUGHCONSUMPTIONFORMANYPEOPLEITISTHROUGHCONSUMPTIONTHATRELATIONSHIPSAREFORMED,FOREXAMPLE,COLLEAGUESENJOYINGADRINKAFTERWORKORCHILDRENHOSTINGTHEIRBIRTHDAYPARTIESATMCDONALDS,ENABLINGTHEMTODEFINETHEIRCIRCLEOFFRIENDSCONSUMPTIONALSOPLAYSAPARTINFINDINGFULFILMENT,DEVELOPINGCREATIVITYANDEXPRESSINGTHEIRINDIVI
15、DUALABILITIESCLEARLYSUCHACOMPLEXPHENOMENACANNOTBEEASILYUNDERSTOOD1111RECENTARGUMENTSHAVEBEENSOUNDEDTHATASPECTSOFCONTEMPORARYTOURISMANDHOSPITALITYCONSUMPTIONHAVEREFLECTEDTHEPHENOMENAOFPOSTMODERNISMWHILSTMANYBELIEVEPOSTMODERNISMTOBEAMEANINGLESSINTELLECTUALFAD,INACCESSIBLETOMANYINVOLVEDINMARKETINGWITHI
16、NOURSECTOR,OTHERSAGREETHATTHEREAREWORTHWHILEINSIGHTSTOBEGAINEDFROMTHEDEBATEONTHEPOSTMODERNCONDITIONANDITSCONSEQUENCESFORTOURISMANDHOSPITALITYCONSUMPTIONANDMARKETINGIDONOTINTENDTODISCUSSATLENGTHTHEUSEOFPOSTMODERNDISCOURSEINTOURISMANDHOSPITALITYMARKETINGASIHAVEEXERCISEDITINPREVIOUSWORKWILLIAMS,2000,20
17、02THETERMPOSTMODERNISMREFERSTOABREAKINTHINKINGAWAYFROMTHEMODERN,FUNCTIONALANDRATIONAL,ANDDURINGTHELASTCOUPLEOFDECADESITHASSPREADACROSSALLDOMAINSOFKNOWLEDGE,INCLUDINGMARKETINGTHEKEYCONCEPTSOFPOSTMODERNMARKETINGAREFRAGMENTATION,INDETERMINACYANDDISTRUSTOFUNIVERSALDISCOURSE,BUTBYESCHEWINGMODERNISMITINTR
18、ODUCESARADICALLYNEWANDDIFFERENTCULTURALMOVEMENTWHICHCOALESCESINARECONCEPTUALISATIONOFHOWWEEXPERIENCEANDEXPLAINOURWORLDINTERMSOFEXPERIENTIALMARKETINGTWOASPECTSOFTHEPOSTMODERNDISCOURSEAREMOSTRELEVANT,HYPEREALITYANDIMAGEHYPEREALITYISONEOFTHEMOSTDISCUSSEDCONDITIONSOFPOSTMODERNISM,ANDREFERSTOTHEARGUMENTT
19、HATREALITYHASCOLLAPSEDANDHASBECOMEIMAGE,ILLUSION,SIMULATIONANDSIMULACRACOPIESFORWHICHNOORIGINALEXISTSHYPERREALITYREFERSTOABLURRINGOFDISTINCTIONBETWEENTHEREALANDTHEUNREALINWHICHTHEPREFIX“HYPER”SIGNIFIESMOREREALTHANREALWHENTHEREALISNOLONGERAGIVENBUTISREPRODUCEDBYASIMULATEDENVIRONMENT,ITDOESNOTBECOMEUN
20、REAL,BUTREALERTHANREAL,TOTHEEXTENTITBECOMESWHATBAUDRILLARD1993,P23REFERSTOAS“AHALLUCINATORYRESEMBLANCEOFITSELF”INPOSTMODERNISM,WITHTHEADVENTOFHYPERREALITY,SIMULATIONSCOMETOCONSTITUTEREALITYITSELFTHISSCENARIOISEXEMPLIFIEDTHROUGHOUTTHETOURISMANDHOSPITALITYINDUSTRYBAUDRILLARDHIMSELFUSEDTHEEXAMPLEOFDISN
21、EYLAND,ARGUINGITISMOREREALTHANTHEUSAITSELFAPOINTREINFORCEDBYVENTURI1995,P67WHOSUGGESTED“DISNEYLANDISNEARERTOWHATPEOPLEWANTTHANWHATARCHITECTSHAVEEVERGIVENTHEMDISNEYLANDISTHESYMBOLICAMERICANUTOPIA”INPOSTMODERNSOCIETYPEOPLEHAVEBECOMEFASCINATEDBYSIGNSANDASARESULT,THEYEXISTINASTATEWHERESIGNSANDIMAGESHAVE
22、BECOMEMOREIMPORTANTTHANWHATTHEYSTANDFORTHERESULTISTHATTODAYSCONSUMERSCONSUMEIMAGERYANDDONOTFOCUSONWHATTHEIMAGESREPRESENTORMEANASMILLERANDREAL1998,P30ARGUE“WELIVEINAWORLDWHERETHEIMAGEORSIGNIFIEROFANEVENTHASREPLACEDDIRECTEXPERIENCEANDKNOWLEDGEOFITSREFERENTORSIGNIFIED”WHILEITISACCEPTEDTHATTHEREAREPROBL
23、EMSWITHINVESTIGATINGTOURISMANDHOSPITALITYMARKETINGTHROUGHAPOSTMODERNORIENTATION,ITCLEARLYENCOMPASSESABROADRANGEOFCONSUMEREXPERIENCESINADDITIONITHASTHEPOTENTIALTOREFRAMEOURTHINKINGABOUTMARKETINGPRACTICEINANINCREASINGLYFRAGMENTEDGLOBALMARKETPLACEABETTERUNDERSTANDINGOFTHEUNDERLYINGMACROFORCESANDMICROBE
24、HAVIOUR,ASSOCIATEDWITHPOSTMODERNISM,CANBELEVERAGEDBYMARKETERSTOOBTAINCOMPETITIVEADVANTAGESINTHEINCREASINGLYDYNAMIC,UNPREDICTABLE,UNSTABLEANDCOMPETITIVETOURISMANDHOSPITALITYENVIRONMENTTRADITIONALMARKETINGPROVIDEDAVALUABLESETOFSTRATEGIES,IMPLEMENTATIONTOOLSANDMETHODOLOGIESTHATTOURISMANDHOSPITALITYFIRM
25、SCOULDUSEINANEARLIERAGEASSCHMITT1999,P55ARGUED“TRADITIONALMARKETINGWASDEVELOPEDINRESPONSETOTHEINDUSTRIALAGE,NOTTHEINFORMATION,BRANDINGANDCOMMUNICATIONSREVOLUTIONWEAREFACINGTODAY”INANEWAGE,WITHNEWCONSUMERSWENEEDTOSHIFTAWAYFROMAFEATURESANDBENEFITSAPPROACH,ASADVOCATEDBYTRADITIONALAPPROACHESTOCONSUMEREX
26、PERIENCESWENEEDTOCONSIDERNEWCONCEPTSANDAPPROACHESWHICHCAPITALISEONTHEOPPORTUNITIESOFFEREDBYTHESENEWCONSUMERSONESUCHAPPROACHISEXPERIENTIALMARKETINGANAPPROACHWHICHINCONTRASTTOTHERATIONALFEATURESANDBENEFITSVIEWOFCONSUMERS,TAKESAMOREPOSTMODERNORIENTATIONANDVIEWSTHEMASEMOTIONALBEINGS,CONCERNEDWITHACHIEVI
27、NGPLEASURABLEEXPERIENCESEXPERIENTIALMARKETINGISAGROWINGTRENDWORLDWIDE,WITHENTHUSIASTSREPORTEDINALLSECTORSOFTHEGLOBALECONOMY,FROMCONSUMERPRODUCTSSUCHASFORDMOTORCOMPANYKERWIN,2004TOHEALTHCAREPROVIDERSSUCHASTHENORTHHAWAIICOMMUNITYHOSPITALHILL,2003ASSCHMITT1999,P53STATES“EXPERIENTIALMARKETINGISEVERYWHER
28、E”THEQUESTIONISWHATHASCAUSEDTHISEVOLUTIONINTHEWORLDOFMARKETING,ANDWHATARETHEIMPLICATIONSFORCONSUMERSOFTOURISMANDHOSPITALITYEXPERIENTIALMARKETINGWASFIRSTINTRODUCEDBYPINEANDGILMORE1998ASPARTOFTHEIRWORKONTHEEXPERIENCEECONOMY,ANDFURTHERREFINEDINMANYSUBSEQUENTARTICLESANDBOOKSBYTHESAMEAUTHORSPINEANDGILMOR
29、E1999,P2EXPLAINEDTHEIRVIEWOFEXPERIENTIALMARKETINGINTHEFOLLOWINGMANNER“WHENAPERSONBUYSASERVICE,HEPURCHASESASETOFINTANGIBLEACTIVITIESCARRIEDOUTONHISBEHALFBUTWHENHEBUYSANEXPERIENCE,HEPAYSTOSPENDTIMEENJOYINGASERIESOFMEMORABLEEVENTSTHATACOMPANYSTAGESTOENGAGEHIMINAPERSONALWAY”EXPERIENTIALMARKETINGISABOUTT
30、AKINGTHEESSENCEOFAPRODUCTANDAMPLIFYINGITINTOASETOFTANGIBLE,PHYSICAL,INTERACTIVEEXPERIENCESWHICHREINFORCETHEOFFERRATHERTHANSEEINGTHEOFFERINATRADITIONALMANNER,THROUGHADVERTISINGMEDIASUCHASCOMMERCIALS,PRINTORELECTRONICMESSAGING,CONSUMERS“FEEL”ITBYBEINGPARTOFITASGAUTIER2004,P8ARGUES“EXPERIENTIALMARKETIN
31、GISATOTALLYNEWWAYOFTHINKINGABOUTMARKETING,IFYOUTHINKITSABOUTSIMPLYTWEAKINGAROUNDTHEEDGES,THINKAGAIN”EXPERIENTIALMARKETINGISNOTABOUTONEOFFEVENTS,SPONSORSHIP,SAMPLINGORGENERALFIELDMARKETINGEXPERIENTIALMARKETINGDESCRIBESMARKETINGINITIATIVESTHATGIVECONSUMERSINDEPTH,TANGIBLEEXPERIENCESINORDERTOPROVIDETHE
32、MWITHSUFFICIENTINFORMATIONTOMAKEAPURCHASEDECISIONITISWIDELYARGUEDTHATASTHESCIENCEOFMARKETINGEVOLVES,EXPERIENTIALMARKETINGWILLBECOMETHEDOMINANTMARKETINGTOOLOFTHEFUTUREMCNICKEL,2004EXPERIENTIALMARKETINGHASEVOLVEDASARESPONSETOAPERCEIVEDTRANSITIONFROMASERVICEECONOMYTOONEPERSONIFIEDBYTHEEXPERIENCESWEPART
33、ICIPATEININSUCHAPERCEPTIONEXPERIENCESAREASECONOMICALLYDIFFERENTFROMSERVICESASSERVICESAREFROMGOODSPINEANDGILMORE2004EXPLAINTHATEXPERIENCESHAVEEMERGEDASTHENEXTSTEP,INWHATTHEYREFERTOASTHEPROGRESSIONOFECONOMICVALUEIFWEACCEPTSUCHAPOSITIONTHATMODERNECONOMIESARESEENASMAKINGATRANSITIONFROMTHEMARKETINGOFSERV
34、ICESTOTHEMARKETINGOFEXPERIENCES,ALLTOURISMANDHOSPITALITYOFFERSAREACTSOF“THEATRE”THATSTAGETHESEEXPERIENCESTHEEXPERIENCEECONOMYHASBEENSUMMARISEDBYPETKUS2002ASFOLLOWSCONTEMPORARYECONOMIESHAVEEVOLVEDFROMTHEDELIVERYOFCOMMODITIESTOTHEDELIVERYOFGOODS,FROMGOODSTOSERVICESANDAREPRESENTLYEVOLVINGFROMSERVICESTO
35、EXPERIENCESASSERVICESBECAMEINCREASINGLYCOMMODIFIED,CUSTOMERPERCEPTIONSOFCOMPETITIVEADVANTAGEDIMINISH,ASDOESSATISFACTIONTHEDELIVERYOFEXPERIENTIALMARKETOFFERINGSINVOLVESENGAGINGCUSTOMERSINMEMORABLEWAYANDALLACTIONSOFTHEORGANISATIONCONTRIBUTETOTHEPERFORMANCEOFTHEEXPERIENTIALMARKETOFFERINGAMOVEFROMMASSME
36、DIATOEXPERIENTIALMARKETINGTHEHUGEGROWTHINTHEFIELDOFEXPERIENTIALMARKETINGAPPEARSTOBETHERESULTOFTHEEFFECTOFTHENUMEROUSSUCCESSSTORIESCITEDINTHEMEDIAASKERWIN2004,P94STATES“THEBEAUTYOFAWELLDESIGNEDEXPERIENCEISTHATWHILEITDOESNTREACHNEARLYASMANYPEOPLEASATVSPOT,ITCANATTRACTTHEVERYCUSTOMERSWHOAREMOSTLIKELYTO
37、BUY”THEEVIDENCESEEMSTOSUPPORTTHISCONTENTION,FOREXAMPLE,RESEARCHUNDERTAKENBYSRI,ANINTERNATIONALMARKETRESEARCHORGANISATION,FOUNDTHATEXPERIENTIALMARKETINGDROVEFASTERRESULTSTHANTRADITIONALMETHODS,WITHCONSUMERSSUGGESTINGITLEDTOQUICKPOSITIVEPURCHASEDECISIONSAMONGSTCERTAINGROUPS,YOUNGERCONSUMERSANDFEMALES,
38、THERESULTSWEREEVENMOREENCOURAGINGALLEN,2005THESAMERESEARCHALSODEMONSTRATEDTHATEXPERIENTIALMARKETINGMADECONSUMERSMORERECEPTIVETOOTHERFORMSOFASSOCIATEDADVERTISING,ANIMPORTANTFACTORINANERAOFINTEGRATEDMARKETINGCOMMUNICATIONSIMILARRESULTSWEREFOUNDBYIMIINTERNATIONALTHEIRRESEARCHSUGGESTEDTHATMORETHAN55PERC
39、ENTOFCONSUMERSFELTTHATTHEBIGGESTSINGLEINFLUENCEONPROPENSITYTOCONSUMEWASTHEABILITYTOSAMPLEORINTERACTWITHAPRODUCTBEFOREPURCHASEINTHEUK,RESEARCHUNDERTAKENBYIDLIVEBRANDEXPERIENCESTATEDTHATASMANYAS85PERCENTOFCONSUMERSVALUEDTHEOPPORTUNITYTOEXPERIENCETOUCH,SMELL,TASTEORHEAR,PRODUCTSOFTHOSESURVEYED,58PERCEN
40、TCONFIRMEDTHATEXPERIENTIALMARKETINGHADENCOURAGEDTHEMTOMAKEAPURCHASETHEYWERENOTPREVIOUSLYPLANNINGTOMAKETHEIMPORTANCEOFTHISDEVELOPMENTISNOTLOSTONMARKETINGEXECUTIVESWITHMORETHAN70PERCENTOFTHEMRECENTLYSTATINGTHATEXPERIENTIALMARKETINGISTHECURRENT“BIGTHEME”GAUTIER,2004PINEANDGILMORE1999THEORIGINATORSOFMUC
41、HOFTHECURRENTTHINKINGBEHINDEXPERIENTIALMARKETINGCITEUSBUREAUOFLABOURSTATISTICSSHOWINGTHATCONSUMERPRICEINDICES,EMPLOYMENTGROWTHANDGROWTHINGDPHAVEALLINCREASEDATAFASTERRATEFOREXPERIENTIALOFFERINGS,THANFORCOMMODITIES,GOODSORSERVICESTOSUMMARISE,THEREASONBEHINDTHECONTINUINGGROWTHINDEMANDFOREXPERIENTIALMAR
42、KETING,ISTHATITAPPEARSTOWORKFORBOTHFIRMSANDCUSTOMERS二、翻译文章标题旅游及服务营销幻想，感觉和乐趣的研究出处阿利斯泰尔威廉姆斯旅游及服务营销幻想，感觉和乐趣的研究J正文摘要体验营销近来成为零售，品牌，项目市场发展的基石。但是，旅游业和酒店业的营销并没有明确地从上述理论反映出来这导出一个问题体验营销提供给市场人员旅游业和食宿业的规则吗在这篇文章中我将介绍体验营销的辩论，并且证明上述问题是如何由此概念引起，这对了解旅游业和酒店业的营销理论和研究都是至关重要的。“营销和促销很明显是成功发展旅游和食宿业必不可少的，但是它常常很自然而然地就被忽视或者过
43、分简单化了”HANNAM,2004确实，摩根马、艾特说传统的旅游业营销策略倾向于确认游客的目的，而不是以不同的方式劝说游客去消费。除此之外，旅游时酒店业市场所推出的产品越来越繁复，这不仅仅是传达一个地方的印象，而且是尝试出售一种地方经验，通过将它连接到消费者生活结构。很多年来，我们一直在讨论旅游食宿业所销售的产品，表明了这个行业与其他的很多产业不同，因为在这里，你所作出的购买决定是建立投射影像和感知形象的基础上，而不是事先的经验。尽管有很多文献描写这些感知的差异，但是在这个行业的营销大部分还是靠传统营销概念，并且往往难以区分旅游业和食宿业就像为其它的消费品主张者推销一样。旅游食宿业成为了主要经
44、济活动的一种，是在人们期望有效利用闲暇时光而逐步发展起来的，对于我们利用空闲时光具有重大意义。旅游方式的演变的不仅带来了改变和也有新的意义。这个结果在旅游和食宿业营销上潜在地凸显出来，比其他行业要明显。“潜在并不是说完全就达到了”MORGANANDPRITCHARD,2002失败的主要原因就是旅游食宿业的主要营销不是集中在消费者身上，而是目的地或者是出口，营销策略只是集中在所提供的产品上。随着这个行业的逐步发展，所提供的产品将会变得越来越不重要，因为消费者的动机和行为具有巨大的多样性。这样的结果致使这个行业的公司和旅游地必须重新制定策略来应对这种改变。“研究消费者的这种行为变得越来越复杂，争论
45、旅游食宿业的自身问题也很公平，在当代的消费者处于头号位置。”WILLIAMS,2002旅游食宿业提供大量的娱乐地点供人们消费，酒吧，餐馆，旅馆，戏院，赌场，游轮，这就像个“消费的大教堂”，提供各种各样的消费方式给不同的顾客。旅游食宿业发展成为全球最重要的经济活动的一种，应消费提供改变和逐步增长的后现代主义的需求。这些改变意味着旅游食宿业的消费量变得越大，需求更多，更广BOUCHETETAL,2004。通过媒体新闻报道所传播的轶事趣闻，反映出当代的消费者是自我放纵的，寻求享乐的，很容易被营销人员和广告商所影响，模仿着别人，就像一头温顺的小绵羊。然而，现实显然要比反映出来的情况复杂得多。当代消费者
46、的人很可能被节俭所支配，就像他们容易被享乐所控制一样，他们用消费来显示他们的身份地位，并通过消费达到一种归属感。对于许多人来说，关系的形成是通过消费，例如，下班之后同事之间在一起喝东西或者孩子们在麦当劳举办他们的生日派对，通过这些能够让他们确定自己的交际圈。同时，消费在寻求成就感，发展创造力和展示他们个人能力等方面也起到了一定作用。显然，如此复杂的现象并不能很容易地理解。最近的争论表明当代旅游业和食宿消费已经反映出后现代主义的现象。虽然许多人认为后现代主义是一个毫无意义的智力时尚，在我们的领域内无法达到相关的市场，其它一些人却对从关于后现代条件以及它对旅游业和食宿业以及营销的影响的辩论里获得的
47、洞悉的价值表示认同。我不打算详细讨论后现代话语在旅游业和食宿业营销中的运用，因为在之前的工作中我已经详细讨论过了。（威廉姆斯，2000，2002）后现代主义这个术语指的是脱离现代的，功能的，合理的事物去思考的一种突破，并在过去几十年里已经在所有的知识领域里传播，包括市场营销。后现代营销的关键概念是分散，不确定性和对普通论说的怀疑，但通过避开现代主义，它引入了一个全新的不同的文化运动，这个文化运动与关于我们怎样体验和解释这个世界的重新定义相联合。在后现代论说的体验营销的两个方面是最中肯的，那就是超现实和印象。超现实是后现代主义讨论最多的情况之一，指的是关于真实已经坍塌并且已经成为影像，幻想，模仿
48、和拟像（没有原物的复制品）的争论。超现实指的是真实和非真实之间的模糊区别，超现实的前缀“HYPER”意味着比真实更真实。当真实不再是给定的而是从模拟的环境中复制的，它并非成为了非现实，而是比真实更真实，在某种程度上说它成为了像鲍德里亚（1993年，第23页）所提到的“一种对本身的幻想的相似性”。在后现代主义中，随着超现实的出现，模拟开始成为真实本身。这个情况体现在整个旅游和食宿产业。鲍徳里亚使用了迪斯尼乐园的例子，认为它比美国本身更真实。文图瑞强调了一种观点“迪士尼乐园比建筑师所给予的更接近于人们想要得到的。迪斯尼乐园是美国乌托邦的象征。”在后现代社会，人们开始对表象着迷，因此，他们存在于一个
49、表象和影响比他们所代表的更重要的一个状态。其结果就是现在的消费者消费的是想象的事物，而不在乎影像所代表的或者影像的意义。正如米勒和瑞所辩论的“我们生活在一个事件的影像或符号替代了直接的经验和事件本身所涉及的以及事件的意义（1998年，第30页）。虽然大家都认为通过后现代定位调查旅游业和食宿业营销存在一定的问题，但它清楚地囊括了消费者的广泛经验。此外，它有可能重新塑造我们对日益分散的全球市场营销实践的认识。对潜在的宏观力量和微观行为的更好的理解并与后现代主义结合，可以由营销人员举债经营以在日益活跃，不可预测的，不稳定的和充满竞争的旅游业和食宿业环境中获得竞争优势。传统营销提供了一系列旅游和食宿公司在较早的年代可以用到的很有价值的策略，实施工具和方法。正如史密特（1999年，第55页）所说“传统营销是响应工业时代而发展起来的，而不是响应我们今天所面对的信息，品牌和交流的大变革而发展起来的。”在一个新的时代，作为消费者，我们需要从功效方式转变过来，正如对消费者体验传统方法所提倡的。我们需要利用这些新的消费者所提供的机会来考虑新的概念和方式。其中一种方式就是体验营销，一种与理性的消费者的功效观念形成对比的方式，它需要更多的后现代标准，并且把这些标准看成是有感情的，涉及到获得令人愉快的经历。体验营销在全世界的范围内呈现一个不断增长的趋势。如福特汽车公司（克尔温，2004），又如北夏威夷
