[雙語翻譯]--體驗營銷外文翻譯--體驗式營銷與度假體驗（節(jié)選）

1、中文 中文 4000 字， 字，2100 單詞， 單詞，12500 英文字符 英文字符出處： 出處：Selda Ba?aran Alagöz, Nezahat Ekici. Experiential Marketing and Vacation Experience: The Sample of Turkish Airlines [J]. Procedia - Social and Behavioral Sciences, 2

2、014, 150:500-510.Experiential Marketing and Vacation Experience : The Sample of Turkish AirlinesSelda Ba?aran Alagöz, Nezahat EkiciAbstractCustomer demands that change with competitive circumstances of modern day, f

3、orce firms improve themselves for new strategies to differentiate them from their competitors and to acquire competitive advantage. Therefore, in the experience economy we live through; marketing theorists and implemente

4、rs are in search of unique and entertaining experiences to create customer dependence. In this context, strategies of marketing world has changed and developed to provide consumer experience rather than selling product a

5、nd service. Experience is the main component of experiential marketing and it aims to make consumers respond, act actively to purchase and gain different feelings, different perceptions in consequence of their experience

6、s. For that purpose, experience creates varied revivers such as special areas, atmospheres, new settlements. In terms of airline sector; fast changing life styles, intense work periods and desire of award oneself after t

7、hose hard periods, increasing expectations of people about using their spare time valuable and amusing; support travel and experience activities. With reference to this assumption; experiential brand qualification of Tur

8、kish Airlines, experiential qualification of services Turkish Airlines offer and how these services affect travel experience and position of Turkish Airlines about following experiential marketing activities will be dete

9、rmined and after the literature review about experiential marketing and experiential marketing implementations. Travel experience perceptions of consumers will be specified as well. It will also be examined if there is a

10、ny difference about travel experience perceptions according to consumers who have different socio-demographic characteristics. A sample survey will be fulfilled for the study.Keywords: Experiential Marketing, Customer Ex

11、perience, Experiential Brand, Vacation Experience, Turkish Airlines1. IntroductionChanging customer demands along with today’s competitive conditions force enterprises to differ from their rivals and develop new strategi

12、es to gain competitive advantage over its competitors. When there was an active process of agricultural economy, the products were not different and they were considered commodity. With industrialization, the products an

13、d the product centeredness have commenced and the enterprises have tried to make a difference between the concrete product and its quality. In the next step, abstract product concept has emerged by service delivery and s

14、upport of products with services. By enterprises making difference, they are revealing a notion which is unforgettable and constantly kept in mind has become possible with transition into experience economy (Günay,

15、2008: 65). Therefore, marketing theorists and practitioners embark on guest to create customer loyalty with the help of unique and entertaining experiences in experience economy. In this context, the strategies of market

16、ing world has changed and improved so as to enhance customer experience rather than selling product and service. While Pine and Gilmore (1999) call this transition period as “experience economy”, O’Sullivan (1999) use th

17、e term “experience industry” and Jensen (1999) call it “dream society” (Aky?ld?z, 2010:26).Experience economy concept was at first used in Alvin Nescafe ads are generally in a scene that represents friends drinking coffe

18、e together, here the aim is urging the consumption (Argan, 2007:79). Experiential marketing offers necessary and sufficient information to consumers for purchasing decision and also offers deep tangible experiences

19、 (Williams, 2006:485). But, consumers are also emotional as much as they are rational. Marketers evaluate consumers as individuals that they act with their feelings and orient consumption experiences with the help of fan

20、tasies, senses and fun (Argan, 2007:79) Another feature of experiential marketing is, methods and tools are miscellaneous and have many interfaces, which means they are eclectic. Understanding and defining consumer

21、 behaviours can be possible by using different qualitative methods rather than using one single methodology. For example; P&G (Proctor & Gamble) designed a consumer house to evaluate consumer experiences and to g

22、et feedback diretly from consumers. Consumers are invited into this house to test products and to help P&G make better products. This is a so advanced experience that consumers have a shower in the house and give fee

23、dback about smell and sizes of soups (Aky?ld?z, 2010:25).Vacation Experience In the beginning, consumption was because of “needs”, but in post modern day, the feelings of desire, wish and pleasure are also can be r

24、easons for consumption. So that, consumption decreased rational characters and some experimental and irrational characters take place.Changing of human lifestyles, people’s desires to reward themselves because of intense

25、 working eras and needs to spent free times enjoyable are all supports tourism, vacation and therefore experience activities. Furthermore, people’s expectations and programs also increase in working periods or routine da

26、ylife. Evaluating the notion of tourism, vacations carried out for rest time, enjoyment and commercial activity are all utilized in this manner (Tunç and Saç, 1998:14).All marketing attempts constitue vacation’

27、s experiential dimension and aim to promise a vacation experience to costumers to succeed a rememberable vacation, to develop exciting memories and to make them unforgettable. Experience contains lots of dimensions in a

28、complex structure, so vacation experience will change related to quality of interaction with consumers.Experential stimuli are provided for consumers in vacation experience. Marketers try to create a vacation experience

29、by using these stimuli and focus on the physical and phsicologic benefit while interacting with consumers. During this interaction, it is highly important to plan and manage these stimuli contents correctly. Customers wh

30、ich are not only expecting to go one point to another, and also want to live pleasure, excitement and happiness through vacation are actual targets for marketers who want to create an experiential vacation. The positive

31、feelings of consumers, desire to repeat this experience and transmission of this experience to other consumers are projected results.While dealing about vacation experience, presence and plurality of hedonistic benefits

32、are also effective as well as functional benefits. Physical conditions and facilities and although motivators like contacting with people of different cultures steer expectations of consumers about vacation in their mind

33、s. Some post modern theories state that consumers perceive and consume vacation experiences as social pleasure, life style and socio-economic level (Keser, 2008:6)Vacation experiences are one of most attractive subject o

34、f social conversations and after consumption, by individualising it they can be used in different ways. Vacations, considered with before and afterward affect, are identified as unforgettable memories. This experience is