title: Experiential marketing as an eﬀective tool for promoting tourist services
abstract: The problems of the formation of a promising marketing concept – the experiential marketing, which was developed in the context of the formation of an economy of experiences, are examined. The transformation of the classic marketing mix into the 9P model is reﬂected as part of the concept of experiential marketing. The relationship of experiential marketing and brand is shown, the ability of the brand to inﬂuence the creation of impression is noted. It is shown that the use of experiential marke
journal: Proceedings of the National Academy of Sciences of Belarus Humanitarian Series