外文翻译--旅游与服务市场：奇幻，感觉，有趣(编辑修改稿)

外文翻译--旅游与服务市场：奇幻，感觉，有趣(编辑修改稿)内容摘要：

approaches which capitalize on the opportunities offered by these new consumers. One such approach is experiential marketing。 an approach which in contrast to the rational featuresandbenefits view of consumers, takes a more postmodern orientation and views them as emotional beings, concerned with achieving pleasurable experiences. Experiential marketing is a growing trend worldwide, with enthusiasts reported in all sectors of the global economy, from consumer products such as Ford Motor Company (Kerwin, 2020) to health care providers such as the North Hawaii Community Hospital (Hill, 2020). As Schmitt (1999, p. 53) states “experiential marketing is everywhere”. The question is what has caused this evolution in the world of marketing, and what are the implications for consumers of tourism and hospitality? Experiential marketing was first introduced by Pine and Gilmore (1998) as part of their work on the experience economy, and further refined in many subsequent articles and books by the same authors. Pine and Gilmore (1999, p. 2) explained their view of experiential marketing in the following manner “when a person buys a service, he purchases a set of intangible activities carried out on his behalf. But when he buys an experience, he pays to spend time enjoying a series of memorable events that a pany stages to engage him in a personal way”. Experiential marketing is about taking the essence of a product and amplifying it into a set of tangible, physical, interactive experiences which reinforce the offer. Rather than seeing the offer in a traditional manner, through advertising media such as mercials, print or electronic messaging, consumers “feel” it by being part of it. As Gautier (2020, p. 8) argues “experiential marketing is a totally new way of thinking about marketing, if you think it’s about simply tweaking around the edges, think again”. Experiential marketing is not about oneoff events, sponsorship, sampling or general field marketing. Experiential marketing describes marketing initiatives that give consumers indepth, tangible experiences in order to provide them with sufficient information to make a purchase decision. It is widely argued that as the science of marketing evolves, experiential marketing will bee the dominant marketing tool of the future (McNickel, 2020). Experiential marketing has evolved as a response to a perceived transition from a service economy to one personified by the experiences we participate in. In such a perception experiences are as economically different from services as services are from goods. Pine and Gilmore (2020) explain that experiences have emerged as the next step, in what they refer to as the progression of economic value. If we accept such a position。 that modern economies are seen as making a transition from the marketing of services to the marketing of experiences, all tourism and hospitality offers are acts of “theatre” that stage these experiences. The experience economy has been summarised by Petkus (2020) as follows: . contemporary economies have evolved from the delivery of modities to the delivery of goods, from goods to services and are presently evolving from services to experiences。 .as services became increasingly modified, customer perceptions of petitive advantage diminish, as does satisfaction。 .the delivery of experiential market offerings involves engaging customers in a memorable way。 and all actions of the organisation contribute to the performance of the experiential market offering. The huge growth in the field of experiential marketing appears to be the result of the effect of the numerous success stories cited in the media. As Kerwin (2020, p. 94) states “the beauty of a well designed experience is that while it doesn’t reach nearly as many people as a TV spot, it can attract the very custo。