体验是旅游的重要属性。旅游的本质就是为旅游者提供独特的精神享受。旅游需求和旅游消费观念的变化,促使旅游市场转变思路与方式。要破解古村旅游市场发展的难题,体验营销给旅游业指明了方向。这也是一种必然的选择。体验营销关键要突出“体验”两字。要运用各种体验策略,通过各种具体的行动手段,充分刺激和调动消费者的感官、情感、和行动等感性因素和理性因素,对消费者产生强烈的刺激,拉近企业和消费者之间的距离,建立一种友好的感情。同时要注意丰富产品品种、突出自身特色、挖掘文化内涵、落实游客参与,才能真正使体验营销达到预期目的,推动古村旅游市场的发展。 Experience is an important attribute of tourism. The essence of tourism is to provide tourists with unique spiritual enjoyment. Changes in tourism demand and tourism consumption concept, prompting the tourism market to change ideas and ways. To crack the development of the ancient village tourism market problems, experience marketing to the tourism industry pointed out the direction. This is also an inevitable choice. The key to experiential marketing is to highlight the word “experience”. To use a variety of experiential strategies, through a variety of specific means of action, to stimulate and mobilize the sensory and rational factors such as sensory, emotional and behavioral aspects of consumers, stimulate strong consumer excitement and narrow the gap between enterprises and consumers The distance between the establishment of a friendly feeling. At the same time, we must pay attention to enriching product varieties, highlighting their own characteristics, tapping cultural connotations, and implementing tourist participation so as to truly enable experiential marketing to achieve the expected goals and promote the development of the ancient village tourism market.