体验营销是体验经济下的产物;体验要素是温泉旅游不可或缺的核心要素之一。花水湾温泉具有一定的区位优势和社会经济优势,目前面临多种问题与挑战。在体验营销视角下采取多种营销策略,对进一步提升花水湾温泉市场竞争力具有一定意义。一、体验营销美国哥伦比亚大学教授伯恩特.H.施密特把体验营销定义为站在消费者的感官(sense)、情感(feel)、思考(think)、行动(act)和关联(relate)五个方面,重新定义、设计营销 Experiential marketing is the product of experiencing the economy; experiential elements are one of the essential elements of hot spring tourism. Huashuiwan hot spring has certain geographical advantages and socio-economic advantages, and currently faces many kinds of problems and challenges. In the perspective of experiential marketing to take a variety of marketing strategies to further enhance the competitiveness of Huashuiwan hot spring market is of some significance. First, experiential marketing Bernd, a professor at Columbia University in the United States, defines experiential marketing as the consumer’s sense, feel, think, act, and relationship Five aspects, redefine, design marketing