客人入住饭店的过程从本质上讲就是一种体验,该文立足体验经济的时代背景,分析饭店体验营销的内涵、饭店体验营销的特征、建立饭店体验营销体系的必然性,提出旅游企业必须转变传统营销观念,树立体验营销理念,并据此提出实施饭店体验营销的途径。 The process of guests’ stay in hotels is essentially an experience. Based on the background of experience economy, this article analyzes the connotation of hotel experience marketing, the characteristics of hotel experience marketing and the inevitability of establishing hotel experience marketing system. It points out that tourism enterprises must change the traditional Marketing concept, establish the concept of experiential marketing, and accordingly put forward ways to implement the hotel experiential marketing.