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English Language Unit
Pre-sessional 2010

THE EXPERIENTIAL MARKETING
The experiential marketing in entrainment and tourism industry

Written Project

By

Qi Mi

Student ID: 200744344

2nd September 2010

Supervisor: Lucia Brandi
Declaration

The work contained in this project is my own and has not been submitted for any other qualification.

All sentences and passages quoted from published sources have been specifically acknowledged by referencing to author, work and page(s).

Name: Qi Mi
Signature:
Date: 2nd September 2010

Contents

1. Introduction……………………………………………………………1

2. Definition………………………………………………………………1

3.1Difference……….…………………………………….………………2

3.2 Experiential
Almost the companies use two or more of this experiential elements. These experiential elements can be used in any combination to establish the experiential strategy. (Shaz, 2009) Obviously, Disneyland uses at least 3 elements: service, entrainment and game. First of all, Disneyland is a park, so it must contain lots of service program, and it should provide restaurant, transports and even medicine services. There should be much large-scale entrainment equipment to attract customers who want the exciting feelings, such as Roller coaster, Pirate Ship and so on. Every customers want take some Souvenirs from the Disneyland, so souvenirs can be provided as a prize of some games instead of buying it from stores.
3.3 Experiential marketing for tourism industry
According to Leighton (2007) more and more tourist attractions like Disneyland start to deliver not only the view or the information of the historic site, but also take the customers into a memorable event by dressing them up or providing some props in order to make them feel like not be themselves. This type if marketing is very suitable for use in Xi'an.
Xi’an, the eternal city, records the great changes of the Chinese nation just like a living history book. It is the capital of the Shaanxi province in China and a sub-provincial city. It is one of the oldest cities in Chinese history, with more