【正文】 rs provide experiences applicable to consumers of varying levels of product involvement. Krispy Kreme Doughnuts produces more than three million doughnuts a day in its 149 stores in 27 states. Each fullservice store is specially designed with a glass viewing area to showcase the production process and to provide “a multisensory experience for consumers.” Underlying interest in consumer experience tourism Many people think of manufacturing plant tours, pany museums, and pany visitor centers as lowcost entertainment(and educational)options for parents with children because such tours are typically free or require only a nominal fee(Lukas,1998).While this is a key target market and a benefit the consumer may seek, the root cause of this fascination runs much deeper. Harris(1989)and Prentice(1993)point out that factories and mines have historically employed a large percentage of the US work force. The shift to a service economy takes individuals out of the factories. This removes people spatially and culturally from the manufacturing sector, providing less contact and little firsthand knowledge of industrial work. The plant tour creates a novel and nostalgic view of industrial work, which in turn feeds tourist interest in manufacturing processes. Harris and Prentice further note that many younger workers39。 (2)business partners。分化的消失，利潤跳樓式下降，顧客完全依據(jù)價格購買?？Х榷菇?jīng)過釀造后，角落里的咖啡廳或酒窖現(xiàn)在的售價為每杯 50 美分至一美元。 還有，隨即在意大利威尼斯，一個朋友問了酒店禮賓部，他和他的妻子可以去享受本市最好的。這咖啡值這價值嗎，我們問？“值得！”他回答。 體驗一直是娛樂的中心，從戲劇和音樂會到電影和電視節(jié)目。在 1966 年他去世之前，迪斯尼還設(shè)想沃爾特迪斯尼世界，而在佛羅里達州這個興建于 1971年。新技術(shù)鼓勵全新風格的體驗，如互動游戲，萬維網(wǎng)站，“基于運動的景點”， 3D電影，以及虛擬現(xiàn)實?！睕]錯。 但是，這并不意味著體驗完全依賴于娛樂，娛樂只是體驗的一個方面。賽普拉斯俱樂部， 中世紀時代，和熱帶雨林咖啡廳極具代表性。”公司把其基本的服務(wù)來作為獨特的體驗的提供舞臺，使人們從旅行中不可避免的壓力中緩解過來。這種高檔連鎖經(jīng)營的店面，“操作起來好像是在劇院，”根據(jù)商店雜志，主題 為“音樂，現(xiàn)場表演，異國風光，免費茶點，視頻設(shè)備圓形劇場，著名 藝人和觀眾的充分參與。 Florian in ’s Square. The two of them were soon at the caf233。, respectively. In each place, the food services provides a stage for layering on a larger feast of sensations that enchants consumers. The “modity mindset,” according to former British Airways chairman Sir Colin Marshall, means mistakenly thinking “that a business is merely performing a functionin our case, transporting people from point A to point B on time and at the lowest possible price.” What British airways does, he continued, “is to go beyond the function and pete on the basis of providing an experience.” The pany uses its base service as a stage for a distinctive en route experience, one that gives the traveler a respite from the inevitable stress and strain of a long trip. Even the most mundane transactions can be turned into memorable experiences. Standard Parking of Chicago plays a signature song on each level of its parking garage at O’Hare Airport and decorates walls with icons of a local sports franchisethe Bulls on one floor, the White Sox on another, and so forth. As one Chicago resident told us, “Your never fet where you parked!” Trips to the grocery store, so often a burden for families, bee exciting events at places such as Bristol Farms Gourmet Specialty Foods Markets in Southern California. This upscale chain “operates its stores as if they were theatres,” according to Stores magazine, featuring “music, live entertainment, exotic scenery, free refreshments, a videoequipped amphitheater, famousname guest stars and full audience participation.” Russell Vernon, owner of West Point Market in Akron, Ohiowhere fresh flowers decorate the aisles, restrooms feature original artwork, and classical music wafts down the aislesdescribes his store as “a stage for the products we sell. Our ceiling heights, lighting and color create a theatrical shopping environment.” Translate from: , Experience Economy [M].NewYork:Harvard Business School Press,1999. 。, Pla Hollywood, and the Bubba Gump Shrimp Co, the food functions as a prop for what’s known