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标题：Tourismandhospitalitymarketing:fantasy,feelingandfun原文：Experientialmarketinghasbecomeacornerstoneofmanyrecentadvancesinareassuchasretailing,brandingandeventsmarketing,butwithattemptingtosellanexperienceofaplacethroughrelatingittothelifestyleconstructsofconsumers.Formanyyearswehavediscussedthecharacteristicsoftourismandhospitalityproducts,whichsuggestthatmarketingwithinthesectorsisdifferenttomanyotherindustries,aspurchasedecisionsaremadeonthebasisofprojectedandperceivedimages,ratherthanpriorexperience.However,despitetheamountofliteraturebeingwrittenontheseperceiveddifferences,mostmarketinginthesectorreliesheavilyontraditionalmarketingconcepts,anditisoftendifficulttodiscriminatetourismandhospitalityapproachestomarketingfromthoseadvocatedforotherconsumerproducts.Tourismandhospitalityhasbecomeamajoreconomicactivityasexpectationswithregardtotheuseofourleisuretimehaveevolved,attributinggreatermeaningtoourfreetime.Theevolutionoftouristbehaviourencouragesbothchangeandtheemergenceofnewmeaning(Bouchetetal.,2004).Thisresultsinmarketinghavingpotentiallyagreaterprominenceintourismandhospitality,thaninotherindustries.Potentialthatisnotalwaysfullyachieved(MorganandPritchard,2002).Thekeyreasonforthisfailingisthatinthemainmarketingfortourismandhospitalityhasbeenfocussednotontheconsumer,butonthedestinationoroutlet,withmarketingstrategiesbeingrelatedtotheproductsoffered(Williams,2000,2002).Asmarketingwithinthissectorhasevolvedhowever,theofferhasbecomeincreasinglylessimportantduetotheenormousheterogeneityofconsumermotivationandbehaviour.Theresultisthatfirmsanddestinationswithinthissectorneedtoredefinetheirstrategiestoreflectthesechanges.Studyingthebehaviourofconsumershasbecomeincreasinglycomplex,anditisfairtoarguethattourismandhospitalitybyitsverynature,shouldbeinthevanguardofresearchintocontemporaryconsumers(Williams,2002).Tourismandhospitalityoffersamultitudeofvenuesinwhichpeoplecanconsume.Bars,restaurants,hotels,themeparks,casinosandcruiseshipsalloperateas“Cathedralsofconsumpt
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