| Abstract | 第5页 |
| 摘要 | 第6-8页 |
| 1. Introduction | 第8-11页 |
| 1.1. Research's problem | 第8-9页 |
| 1.2 Research's Aim | 第9-10页 |
| 1.3 Importance of the research | 第10页 |
| 1.4 Structure of the research | 第10-11页 |
| 2. Literature review | 第11-16页 |
| 2.1 From a traditional marketing approach to an experiential marketing | 第11-12页 |
| 2.2 Utilitarian consumption versus hedonic consumption:two different | 第12-13页 |
| 2.3 An extended use of the experiential view in explaining consumer | 第13页 |
| 2.4 Different approaches to the tourist experience | 第13-14页 |
| 2.5 Tourism destination management:definition and importance of this | 第14-15页 |
| 2.6 Destination management and the role of tourist experience | 第15-16页 |
| 3. Research Method | 第16-19页 |
| 3.1 The importance of cases study:a qualitative research | 第16页 |
| 3.2 A multiple case approach to experiential marketing and destination | 第16-19页 |
| 4. Empirical research:main results from Johnnie | 第19-27页 |
| 4.1 The History of the brands:JW | 第19-21页 |
| 4.2 The product and the marketing approach | 第21-24页 |
| 4.3 The origin and structure of the visitor center | 第24-27页 |
| 5. Empirical Research:main results from Jack Daniels | 第27-40页 |
| 5.1 Jack Daniels brand and the visitor center | 第27-28页 |
| 5.2 The History of the brand:JD | 第28-30页 |
| 5.3 The origin and structure of the visitor center | 第30-34页 |
| 5.4 The impact of the Visitor Center on the local tourism in US | 第34-37页 |
| 5.5 Destination management and experiential marketing:evidence form the case | 第37-40页 |
| 6. A comparison between two cases studies | 第40-53页 |
| 6.1 Survey background | 第40页 |
| 6.2 Survey object | 第40页 |
| 6.3 Data collection process | 第40页 |
| 6.4 Findings | 第40-50页 |
| 6.5 Destination management and the emerging tourism network for | 第50-53页 |
| 7. Conclusion | 第53-56页 |
| 7.1 Conclusion | 第53-54页 |
| 7.2 Implication | 第54页 |
| 7.3 Further research | 第54-56页 |
| References | 第56-61页 |
| Appendix | 第61-65页 |
| Acknowledgements | 第65-66页 |
| 卷内备考表 | 第66页 |
