1、 I 题目：体验营销在旅游业中的应用分析 摘要摘要 随着经济高速发展，人们的生活水平逐渐提高，外出旅游随之增多，旅游业 得到迅猛发展。消费者的消费观念、消费层次、消费结构发生变化，旅游业需要 不断尝试新的营销模式。但从本质上说，人们选择旅游是为了获得心理体验和精 神上的愉悦，正是旅游业的体验特性决定了“体验”对旅游业的重要性。体验经 济时代的到来，消费者不仅重视产品和服务，更渴望获得体验的满足。旅游者的 消费需求也不再停留在旅游产品上，相反，旅游者更加注重消费能刺激他们感觉 和心灵的产品，并通过参与其中而得到个性的满足。旅游企业应在深刻把握旅游 者需求的基础上， 制定相应的体验营销策略， 并通
2、过多种途径向旅游者提供体验。 只有把旅游体验营销的理念付诸实践， 旅游企业才能在激烈的市场竞争中取得竞 争优势。文章结合我国旅游业的发展概况，分析体验营销在旅游业中的应用，指 出体验营销在旅游业应用中存在的问题，进而提出相应解决对策，从而提升旅游 业服务水平，增强体验度。 关键词：关键词：体验营销；体验经济；旅游业 II Abstract In the 21st century, the world has entered the competitive era of brand internationalization. Brand has become a new internationa
3、l language and entered thousands of households. To establish the position of products in the market and establish the image of enterprises with brands is not only an effective means of market competition, but also an important part of enterprise market competition strategy. Brand will become the sym
4、bol of enterprise success. So how to choose brand strategy? What kind of brand strategy do you choose? It has become the primary concern and consideration of enterprise decision-makers. Foreign enterprises in the implementation of brand strategy earlier than domestic, there are many advanced experience worth learning from. With Chinas entry into WTO, many foreign brands have poured into China. Although some enterprises have begun to explore and try to accept and implement br
