个性化的旅游阶段已经到来,人们对于旅游体验的需求也会随文化素质的提高而愈加强烈。而本文则通过对旅游体验的定义、制约因素、体验过程中存在的问题与局限进行剖析,认为旅游体验在旅游营销中扮演着极其重要的角色,而旅游的体验本质恰恰决定了旅游业更需要开展旅游体验营销。 The personalized travel stage has come, and people’s demand for the travel experience will also become stronger with the improvement of the cultural quality. And this article through the definition of tourism experience, constraints, experiential problems and limitations of the process of analysis, that tourism experience in tourism marketing plays an extremely important role, and the nature of the tourism experience just determines the tourism needs more To carry out tourism experience marketing.