【正文】 Management. （ 6） , 原文： Introduction Experiential marketing has bee a cornerstone of many recent advances in areas such as retailing, branding and events marketing, however, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are crucial to an understanding of marketing theory and research within the tourism and hospitality sectors. Marketing and promotion is clearly essential for successful tourism and hospitality development, however, it is often overlooked or simplistic in nature (Hannam, 2021). Indeed, Man et al. (2021) argue that conventional tourism marketing tends to focus on confirming the intentions of tourists, rather than persuading them to consume differently. In addition the marketing of tourism and hospitality products has bee increasingly plex, being associated not only with conveying an image of a place, but with attempting to sell an experience of a place through relating it to the lifestyle constructs of consumers. For many years we have discussed the characteristics of tourism and hospitality products, which suggest that marketing within the sectors is different to many other industries, as purchase decisions are made on the basis of projected and perceived images, rather than prior experience. However, despite the amount of literature being written on these perceived differences, most marketing in the sector relies heavily on traditional marketing concepts, and it is often difficult to discriminate tourism and hospitality approaches to marketing from those advocated for other consumer products. Tourism and hospitality has bee a major economic activity as expectations with regard to the use of our leisure time have evolved, attributing greater meaning to our free time. The evolution of tourist behaviour encourages both change and the emergence of new meaning (Bouchet et al., 2021). This results in marketing having potentially a greater prominence in tourism and hospitality, than in other industries. Potential that is not always fully achieved (Man and Pritchard, 2021). The key reason for this failing is that in the main marketing for tourism and hospitality has been focused not on the consumer, but on the destination or outlet, with marketing strategies being related to the products offered (Williams, 2021, 2021). As marketing within this sector has evolved however, the offer has bee increasingly less important due to the enormous heterogeneity of consumer motivation and behaviour. The result is that firms and destinations within this sector need to redefine their strategies to reflect these changes. Studying the behaviour of consumers has bee increasingly plex, and it is fair to argue that tourism and hospitality by its very nature, should be in the vanguard of research into contemporary consumers (Williams, 2021). Tourism and hospitality offers a multitude of venues in which people can consume. Bars, restaurants, hotels, theme parks, casinos and cruise ships all operate as “Cathedrals of consumption” (Ritzer, 1999) offering increasingly plex consumption opportunities to increasingly plex consumers. Tourism and hospitality has developed into one of the most important global economic activities, due in part to a bination of a transformation of offers and increasingly postmodern demand. These changes mean that tourism and hospitality consumption has evolved to bee more qualitative, more demanding, and more varied (Bouchet et al., 2021). Anecdotal evidence delivered through media coverage, wo