Abstract
With the concept of the experience economy in place, the evolution of the exchange object has made a step further to integrate experiences, calling forth a need for a marketing complex which would reflect the experiences and manage them. The concept of experience marketing was established and developed alongside the development of the concept of experience economy. Many scientists view tourism as a sector of service economy, which suggests that, as applied to the tourism industry, the experience marketing instrument will promote a sustained development of tourist service consumer catering activities.
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