Experiential Marketing Application

Nowadays, in the changing and competitive economy environment, the service industry has become a main focus of attention. An important part of this environment is that many companies are trying to distinguish themselves as creating a unforgettable customer experience through their products and services. Identifying appropriate characteristics that affect the experience requires the company to create a unique experience to the customer and getting a better understanding of how they influence consumers' perception of product value (ANDREW, 2009). Therefore, the experience marketing has become the cornerstone of the latest progress places as brand promotion, event marketing and retailing (Williams, 2006). However, when it refers to the tourism and hotel industry marketing strategy, there is not so much clear relative theory and information.

The development of marketing and promotion is the most significant factor to the success of the hotel and tourism industry, however, the of nature of it often simplistic and neglected. The readily is that the traditional tourism marketing tends to pay a lot of attentions on the determination of the purpose of the tourists, but could not persuade them to consume different things (Williams, 2006). More importantly, tourism marketing and hotel products have become increasingly complex, they should not only deliver the image of the industry, but also give the consumer a unique experience (Chen, 2008). In the past few years, many researchers have discussed many characteristics of this industry, which shows that, this industry is different from other products and services, take the the purchase decision for example, it is on the base of expectation and perception of the place, rather than the past experience (Petkus, 2002).

It becomes more and more complex to study on the behavior of consumers, as a result, there should be more attention paid to the nature of the tourism and hotel and the contemporary consumer...