【正文】 調(diào)整”。 體驗營銷已近演變?yōu)閺氖盏襟w驗經(jīng)濟(jì)的推動而過渡為企業(yè)自覺相應(yīng)并參與實踐了。我們看到，旅游及酒店在此階段所采用的優(yōu)惠活動正是這些經(jīng)驗行為 的體現(xiàn)。由 SRI，國際市場研究機(jī)構(gòu)進(jìn)行的研究發(fā)現(xiàn)，采用體驗營銷會引起消費(fèi)者比傳統(tǒng)營銷方法快速積極的做購買決定。通過對 ID Live品牌進(jìn)行的研究指出，多達(dá) 85%的消費(fèi)者重視通過觸覺、嗅覺、味覺或者 聽到的方式來體驗過的產(chǎn)品。體驗市場需求持續(xù)增長的原因是，它同時為公司和客戶服務(wù)。這一發(fā)現(xiàn)的重要性是證實了體驗營銷已超過人員營銷成為當(dāng)前營銷發(fā)展的“大主題”（戈蒂埃，2021）。在 IMI 國際的調(diào)查研究也表明，超過 55%的消費(fèi)者認(rèn)為，在單項中對消費(fèi)者購買傾向起到最大影響力的選項是是購買產(chǎn)品前的互動體驗或試用經(jīng)歷。 從大眾媒體轉(zhuǎn)向體驗營銷 媒體引述的眾多成功故事似乎也反映出了在體驗式營銷領(lǐng)域正呈現(xiàn)出巨大的增長。派恩和吉爾摩（ 2021）解釋說，這已經(jīng)成為他們在下一步中所說到的體驗經(jīng)濟(jì)的經(jīng)驗和價值。體驗營銷描述的營銷活動，是讓消費(fèi)者深 入的活動，提供有形的經(jīng)驗和足夠的資料，從而刺激消費(fèi)者作出購買的決定。體驗營銷是指將適當(dāng)?shù)漠a(chǎn)品的精華，放大到一個有形，物理，提供加強(qiáng)的互動體驗設(shè)置中去。如福特汽車公司（克爾溫， 2021），又如 北夏威夷社區(qū)醫(yī)院（黑爾， 2021）衛(wèi)生保障部提供給消費(fèi)者的產(chǎn)品，越來越多的實例說明體驗營銷已逐漸引起了企業(yè)的關(guān)注。”在一個新的時代，作為消費(fèi)者，我們需要從功效方式轉(zhuǎn)變過來，正如對消費(fèi)者體驗傳統(tǒng)方法所提倡的。此外，它有可能重新塑造我們對日益分散的全球市場營銷實踐的認(rèn)識?！痹诤蟋F(xiàn)代社會，人們開始對表象著迷，因此，他們存在于一個表象和影響比他們所代表的更重要的一個狀態(tài)。這個情況體現(xiàn)在整個旅游和食宿產(chǎn)業(yè)。 超現(xiàn)實是后現(xiàn)代主義討論最多的情況之一，指的是關(guān)于真實已經(jīng)坍塌并且已經(jīng)成為影像，幻想，模仿和擬像（沒有原物的復(fù)制品）的爭論。我不打算詳細(xì)討論后現(xiàn)代話語在旅游業(yè)和食宿業(yè)營銷中的運(yùn)用，因為在之前的工作中我已經(jīng)詳細(xì)討論過了。同時，消費(fèi)在尋求成就感，發(fā)展創(chuàng)造力和展示他們個人能力等方 面也起到了一定作用。 通過媒體新聞報道所傳播的軼事趣聞，反映出當(dāng)代的消費(fèi)者是自我放縱的，尋求享樂的，很容易被營銷人員和廣告商所影響，模仿著別人，就像一頭溫順的小綿羊。 “研究消費(fèi)者的這種行為變得越來越復(fù)雜，爭論旅游食宿業(yè)的自身問題也很公平，在當(dāng)代的消費(fèi)者處于頭號位置。這個結(jié)果在旅游和食宿業(yè)營銷上潛在地凸顯出來，比其他行業(yè)要明顯。很多年來，我們一直在討論旅游食宿業(yè)所銷售的產(chǎn)品，表明了這個行業(yè)與其他的很多產(chǎn)業(yè)不同，因為在這里，你所作出的購買決定是建立投射影像和感知形象的基礎(chǔ)上，而不是事先的經(jīng)驗。 touch, smell, taste or hear, products. Of those surveyed, 58 per cent confirmed that experiential marketing had encouraged them to make a purchase they were not previously planning to make. The importance of this development is not lost on marketing executives with more than 70 per cent of them recently stating that experiential marketing is the current “big theme” (Gautier, 2021). Pine and Gilmore (1999) the originators of much of the current thinking behind experiential marketing cite US Bureau of Labour statistics showing that consumer price indices, employment growth and growth in GDP have all increased at a faster rate for experiential offerings, than for modities, goods or services. To summarise, the reason behind the continuing growth in demand for experiential marketing, is that it appears to work for both firms and customers. 二、翻譯文章 標(biāo)題：旅游及服務(wù)營銷：幻想，感覺和樂趣的研究 出處：阿利斯泰爾威廉姆斯 .旅游及服務(wù)營銷：幻想，感覺和樂趣的研究 [J]. 正文： 摘要 體驗營銷近來成為零售，品牌，項目市場發(fā)展的基石。 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 (2021) 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。 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, 2021) to health care providers such as the North Hawaii Community Hospital (Hill, 2021). 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”. Experient