摘要：随着体验经济时代的到来，旅游就成为了一种天然的体验型经济。旅游消费者在旅游过程中的目光不仅停留在旅游产品上，相反旅游者会更加注重能够刺激他们感觉和心灵的产物，并在体验中得到满足。这就决定这旅游业与体验营销有着密不可分的关系，在旅游业的市场竞争中，谁能让顾客得到优质的服务、美好的体验，谁就能真正抓住顾客的心，成为市场竞争中的赢家。本文在认真分析旅游企业的行业特点的基础上，通过对旅游业体验营销的研究，首先了解体验营销在我国旅游业发展的必要性，针对旅游业体验营销的发展应该实施的策略以及我国旅游业中存在的一些问题，然后在此基础上提出一些对策。43089

毕业论文关键词：体验营销；旅游消费者；旅游业；营销战略

The problems existing in the tourism experience marketing and countermeasures

Abstract:With the advent of the era of experience economy, tourism has become a kind of natural one economy. Travel consumers in the process of tourism gaze not only stay on the tourism product, instead of tourists will pay more attention to stimulating their feelings and the product of mind, and be satisfied in the experience. It's decided that tourism has an inseparable relationship with experience in marketing, in the tourism market competition, who can let the customer get the high quality service, good experience, who can really hold customer's heart, be the winners in the competition in the market. In this paper, on the basis of analyzing the characteristics of the tourism industry of enterprise, through the study of tourism experience marketing, first understand the experience marketing in our country, the necessity of tourism development, in view of the development of the tourism experience marketing should implement the strategy and some problems existing in the tourism industry in our country, and then based on this, advances some countermeasures.

Key words: experience marketing; Tourism consumers; The tourism industry. Marketing strategy

目    录

摘  要 1

Abstract 1

一、体验营销的相关内容 2

（一）体验营销的概念 2

（二）体验营销的涵义 3

（三）体验营销的策略 3

二、我国旅游业实施体验营销的必要性 3

三、旅游业体验营销存在的问题 5

（一）体验营销的实施不明确 5

（二）体验式营销利用不充分 5

（三）体验营销战略缺乏组合和创新 6

（四）旅游产品缺乏特色 6

（五）游客的参与性和互动性不足 6

（六）忽略了品牌体验的重要性 7

四、旅游业体验营销实施的对策 7

（一）明确体验实施的目标 7

（二）充分利用体验式营销技术 7

（三）通过广告创新传播旅游体验 8

（四）以体验为导向设计产品 8

（五）注重游客参与 9

（六）关注品牌性格，提升品牌沟通能力 9

参考文献 旅游业体验营销中存在问题及对策:http://www.youerw.com/guanli/lunwen_43764.html