2 1

2008 6 30

98

Journal of Macau University of Science and Technology

Vol.2 No.1
June 30 , 2008

Experiential Marketing and Macau Cultural Tourism Development Strategy Innovation

Xi LI
(Faculty Of International Tourism, Macau University Of Science And Technology, Macau ,China)
Abstract: Experience Economy is the economic form after the product economy, commodity economy and the service
economy. In the experience economy era, consumers shift from God to the ordinary human beings and they are more
and more active in participating into production and circulation areas. At this time the marketing and promotion are also
increasingly showing the features of consumer-oriented, all-covered and the characteristics of invisible. The marketing
approach and philosophy in this phase are known as experiential marketing.
The paper starts from the connotation of marketing experience, conducting in-depth discussions on the process and
content of tourism and the tourists consumer behavior characteristics in the experience economy era. On this basis, the
author carried out a survey on tourists in Macao by questionnaire, in order to find some information on the awareness of
the tourists to Macao World Heritage sites; the channel of getting the information about cultural tourism in Macao; the
experience of Macao Cultural tourism; and tourists satisfaction rating.
Through the investigation, the paper found out that some problems occurred on theme image foundation, content of the
tourism activities and the promotion mode of the culture tourism in Macao. Finally, the paper provided several practical
and innovative advices from the angle of cultural tourism product development, tourism and cultural experience shaping
and the way of tourism marketing.
Key words: Experiential Marketing, Macau, Culture tourism, Innovation

11
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44
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[3]

B.H. Schmitt. Experiential Marketing: How to get customers to sense,

feel, think, act, and relate to your company and brands [M]. New
York: The Free Press, 1999.

[4]

B
2002

[5]

20059

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[7]

1996

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[9]

www.macautourism.gov.mo

[10] H. H. Stern1992. Issues and options in. language teaching.

Oxford: Oxford University Press.

[11]

[11] 20071021

[12] http://www.dsec.gov.mo

2008523
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