体验经济时代的到来为各行各业提出了体验营销的要求,而乡村旅游的体验本质决定了该行业更需要体验营销。旅游者的旅游需求正逐渐趋向于深层次参与的体验式旅游。而在山西省阳泉市的娘子关,这个主要发展旅游业的乡村地区,面对时代的变化,由于从业人员营销观念的落后以及娘子关旅游自身的一些劣势,旅游业发展缓慢。在此情况下,娘子关引入体验营销成为必然。 The advent of the era of economic experience for all walks of life put forward the experiential marketing requirements, and the nature of rural tourism experience determines the industry more need to experience marketing. The tourists’ traveling demand is gradually moving towards deep-seated experiential tourism. In Niangziguan, Yangquan City, Shanxi Province, the rural area where tourism is mainly developed faces the changes of the times. Tourism has been developing slowly due to the backwardness of employees in marketing and the disadvantages of Niangziguan itself. In this case, Niangziguan into the experience of marketing has become inevitable.