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1、標題:Tourismhospitalitymarketing:fantasyfeelingfun原文:Experientialmarketinghasbecomeacnerstoneofmanyrecentadvancesinareassuchasretailingbringeventsmarketingbutwithattemptingtosellanexperienceofaplacethroughrelatingittotheli
2、festyleconstructsofconsumers.Fmanyyearswehavediscussedtheacteristicsoftourismhospitalityproductswhichsuggestthatmarketingwithinthesectsisdifferenttomanyotherindustriesaspurchasedecisionsaremadeonthebasisofprojectedpercei
3、vedimagesratherthanpriexperience.Howeverdespitetheamountofliteraturebeingwrittenontheseperceiveddifferencesmostmarketinginthesectreliesheavilyontraditionalmarketingconceptsitisoftendifficulttodiscriminatetourismhospitali
4、tyapproachestomarketingfromthoseadvocatedfotherconsumerproducts.Tourismhospitalityhasbecomeamajeconomicactivityasexpectationswithregardtotheuseofourleisuretimehaveevolvedattributinggreatermeaningtoourfreetime.Theevolutio
5、noftouristbehaviourencouragesbothchangetheemergenceofnewmeaning(Bouchetetal.2004).Thisresultsinmarketinghavingpotentiallyagreaterprominenceintourismhospitalitythaninotherindustries.Potentialthatisnotalwaysfullyachieved(M
6、ganPritd2002).Thekeyreasonfthisfailingisthatinthemainmarketingftourismhospitalityhasbeenfocussednotontheconsumerbutonthedestinationoutletwithmarketingstrategiesbeingrelatedtotheproductsoffered(Williams20002002).Asmarketi
7、ngwithinthissecthasevolvedhowevertheofferhasbecomeincreasinglylessimptantduetotheenmousheterogeneityofconsumermotivationbehaviour.Theresultisthatfirmsdestinationswithinthissectneedtoredefinetheirstrategiestoreflectthesec
8、hanges.Studyingthebehaviourofconsumershasbecomeincreasinglycomplexitisfairtoarguethattourismhospitalitybyitsverynatureshouldbeinthevanguardofresearchintocontemparyconsumers(Williams2002).Tourismhospitalityoffersamultitud
9、eofvenuesinwhichpeoplecanconsume.Barsrestaurantshotelsthemeparkscasinoscruiseshipsalloperateas“Cathedralsofconsumption”knowledgeincludingmarketing.Thekeyconceptsofpostmodernmarketingarefragmentationindeterminacydistrusto
10、funiversaldiscoursebutbyeschewingmodernismitintroducesaradicallynewdifferentculturalmovementwhichcoalescesinareconceptualisationofhowweexperienceexplainourwld.Intermsofexperientialmarketingtwoaspectsofthepostmoderndiscou
11、rsearemostrelevanthyperealityimage.Hyperealityisoneofthemostdiscussedconditionsofpostmodernismreferstotheargumentthatrealityhascollapsedhasbecomeimageillusionsimulationsimulacra(copiesfwhichnoiginalexists).Hyperrealityre
12、ferstoablurringofdistinctionbetweentherealtheunrealinwhichtheprefix“hyper”signifiesmerealthanreal.Whentherealisnolongeragivenbutisreproducedbyasimulatedenvironmentitdoesnotbecomeunrealbutrealerthanrealtotheextentitbecome
13、swhatBaudrillard(1993p.23)referstoas“ahallucinatyresemblanceofitself”.Inpostmodernismwiththeadventofhyperrealitysimulationscometoconstituterealityitself.Thisscenarioisexemplifiedthroughoutthetourismhospitalityindustry.Ba
14、udrillardhimselfusedtheexampleofDisneylarguingitismerealthantheUSAitself.ApointreinfcedbyVenturi(1995p.67)whosuggested“Disneylisnearertowhatpeoplewantthanwhatarchitectshaveevergiventhem.DisneylisthesymbolicAmericanutopia
15、”.Inpostmodernsocietypeoplehavebecomefinatedbysignsasaresulttheyexistinastatewheresignsimageshavebecomemeimptantthanwhattheystf.Theresultisthattoday’sconsumersconsumeimagerydonotfocusonwhattheimagesrepresentmean.AsMiller
16、Real(1998p.30)argue“weliveinawldwheretheimagesignifierofaneventhasreplaceddirectexperienceknowledgeofitsreferentsignified”.Whileitisacceptedthatthereareproblemswithinvestigatingtourismhospitalitymarketingthroughapostmode
17、rnientationitclearlyencompassesabroadrangeofconsumerexperiences.Inadditionithasthepotentialtoreframeourthinkingaboutmarketingpracticeinanincreasinglyfragmentedglobalmarketplace.Abetterunderstingoftheunderlyingmacrofcesmi
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