旅游的目的是获得休闲、愉悦、快感,是一种体验活动。体验营销在旅游业得到了广泛运用。通过实地调研发现三亚蜈支洲岛景区在体验营销运用方面的现状,如体验型旅游产品类型丰富等。但是也存在如旅游产品缺乏个性和品牌效应等问题。最后结合景区的实际情况从四方面提出体验营销的实施路径。 The purpose of travel is to obtain leisure, pleasure, pleasure, is an experience. Experience marketing is widely used in tourism. Sanya Wuzhizhou Island through the field research found that the experience of marketing the use of the status quo, such as experiential tourism product type rich. However, there are also problems such as the lack of personality and brand effect of tourism products. In the end, combined with the actual situation of scenic spots from four aspects of the implementation of marketing experience.