【正文】 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, 2020). 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. As Witthaus (2020, p. 10) states: .it achieves measurable results by offering innovative ways of municating with customers in their own environment, leading to a better ROI. And it offers a memorable, engaging and exhilarating way of reaching customers Experiential marketing demonstrates that the media landscape has unalterably changed in recent years. In 1985, a mercial on peaktime television would have been expected to reach over 40 per cent of the population. A similar mercial today would be unlikely to reach more than 15 per cent of the population, and this figure is likely to continue falling (Gautier, 2020). Despite increased spend on traditional media many of the worlds top products and brands have suffered falling market share. There is a widespread belief that old models of advertising spend are no longer as effective as they were and alternatives have to be sought. 出處： Alistair Williams, (2020) Tourism and hospitality marketing: fantasy, feeling and fun, International [J]Journal of Contemporary Hospitality Management, Vol. 18 Iss: 6, 495 標(biāo)題： 旅游與服務(wù)市場：奇幻，感覺，有趣 譯文： 體驗(yàn)營銷已經(jīng)成為許多最新進(jìn)展 領(lǐng)域的基石，例如 零售業(yè) 、 品牌和事件營銷 ， 但 隨之而來的是 企圖 一提 樣營銷為目的建立消費(fèi)者的生命周期 。 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。 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