区域旅游节庆品牌的策划

发布时间：2018-07-11 18:32

本文选题：节庆旅游 + 定量选择　；参考：《福建师范大学》2008年硕士论文

【摘要】： 面对旅游市场的激烈竞争和消费者旅游需求的变化,为了在竞争中取胜也为了更好的满足消费者的需要,节庆旅游已经成为一种新型的旅游形式,我国不同类型、不同规模的节庆活动层出不穷。但是纵观国内数千个节庆活动,真正形成规模成为城市名片并且进入良性循环的大型节庆却不多。大多数节庆存在着各种各样的问题,制约了节庆旅游的发展。为了获得标志性旅游节庆来对地方发展产生巨大拉动力,本文首先采用定性和定量相结合的层次分析法(AHP)从类型多样的区域节庆中合理甄选出具有最大发展潜力的旅游节庆,再从形象、营销、评估等方面对其进行策划,使之成为代表城市旅游特色的大型品牌节庆。文章共分为六个部分,第一章主要阐述了立题背景和意义,并介绍了本文所采取的各种研究方法和论文框架。第二部分介绍了节庆旅游的相关概念,并且对研究现状进行了评析。第三部分利用层次分析法对区域旅游节庆做出分析,根据权重选出区域内最有发展潜力的旅游节庆。第四部分从形象、营销、评估角度对选出的节庆进行策划设计,打造其成为代表城市形象的名片。第五部分分析了标志性节庆在城市品牌化中的作用,作者就如何利用大型节庆打造城市形象提出了自己的建议。第六部分作者以青岛市啤酒节为案例,分析了标志性节庆的甄选、策划过程,使理论研究具体化、形象化。
[Abstract]:In the face of the fierce competition in the tourism market and the changes in consumer tourism demand, in order to win in the competition and to better meet the needs of consumers, festival tourism has become a new type of tourism, different types of tourism in China. Festival activities of different scales emerge in endlessly. But looking at thousands of festivals in China, there are not many large-scale festivals that become the business card of the city and enter the virtuous circle. There are various problems in most festivals, which restrict the development of festival tourism. In order to obtain the iconic tourism festival to produce the huge pull power to the local development, this article first uses the analytic hierarchy process (AHP) which combines the qualitative and the quantitative analysis to select the tourism festival which has the greatest development potential from the regional festival of various types reasonably. Then from the image, marketing, evaluation and other aspects of planning to make it a representative of the characteristics of urban tourism large-scale brand festival. This paper is divided into six parts. The first chapter mainly describes the background and significance of the topic, and introduces the various research methods and the framework of the paper. The second part introduces the related concepts of festival tourism, and reviews the current research situation. In the third part, AHP is used to analyze the regional tourism festival, and the most potential tourism festival is selected according to the weight. The fourth part plans and designs the selected festival from image, marketing and evaluation angle, and makes it a business card representing the image of the city. The fifth part analyzes the function of the iconic festival in the city branding, and the author puts forward some suggestions on how to make use of the large-scale festival to create the city image. The sixth part takes the beer festival of Qingdao as an example, analyzes the selection and planning process of the iconic festival, and makes the theoretical research concrete and visualized.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592.7

【引证文献】