中国旅游节庆品牌建设与国际化研究

发布时间：2019-05-22 10:22

【摘要】： 作为一种特殊的旅游产品,旅游节庆具有强大的经济、社会、文化效应,能够在短时间内为举办地带来显著的有形和无形效益,使举办地形象和知名度得到迅速提升。20世纪80年代以来,我国旅游节庆在“旅游搭台,经贸唱戏”的办节思路指导下迅速发展起来。各种各样的旅游节庆风起云涌,全国各地几乎每一个县市都推出了具有本地特色的旅游节庆活动。然而,在众多的旅游节庆活动中,具有国际影响力的品牌节庆却屈指可数,绝大部分旅游节庆规模小、档次低、影响小,不仅没有产生应有的经济效益和社会效益,而且极大地浪费了各种社会资源。随着世界市场的日益扩大和经济活动的日趋国际化,旅游节庆的竞争态势也日趋激烈。根据市场营销理论,品牌竞争是在市场竞争较充分的情况下的一种竞争策略,是一种高级竞争方式。在浩如烟海的现代旅游节庆中,要想使自己的节庆立于不败之地,就必须打造国际化的品牌旅游节庆,提高其国际竞争力,实现旅游节庆的可持续发展。本文首先简要介绍了论文的选题背景和意义,概括分析了国内外在旅游节庆方面的研究进展,介绍了本文的研究方法和内容;其次,本文对旅游节庆的基础理论进行了探讨,分别对旅游节庆、旅游节庆品牌的概念做出了界定,划分了中国旅游节庆的发展阶段,并且通过系统分析2006年中国634项旅游节庆,总结出中国旅游节庆的时空分布特征。第三,本文对中国旅游节庆品牌建设进行了系统的研究,以2006年中国81项品牌节庆为样本,总结出中国品牌旅游节庆发展的特点,分析了旅游节庆品牌建设过程中的四大误区,并提出旅游节庆品牌建设的四大趋势,认为正是旅游节庆的国际化引发了旅游节庆的市场化、特色化和专业化,国际化是品牌旅游节庆走向市场化、特色化、专业化的必然趋势。第四,本文根据旅游节庆国际化的内容,构建了旅游节庆国际化指标体系,并以青岛国际啤酒节为例对中国旅游节庆国际化现状进行了分析。在此基础上,提出了中国旅游节庆国际化发展思路:兼收并蓄,凸显旅游节庆主题的包容性;彰显特色,提高旅游节庆项目的参与性;政企合作,推进旅游节庆运作的市场化;创新营销,加快旅游节庆客源的国际化;产学结合,加强旅游节庆人才的专业化;健全机制,促进旅游节庆环境的人性化。最后,本文做出了结论及展望。
[Abstract]:As a special tourism product, tourism festival has strong economic, social and cultural effects, and can bring significant tangible and intangible benefits to the place of organization in a short period of time. Since the 1980s, China's tourism festivals have developed rapidly under the guidance of the idea of "setting up the stage and singing economic and trade performances". A variety of tourism festivals are surging, and almost every county and city in the country has launched tourism festivals with local characteristics. However, among the many tourism festivals, there are only a handful of brand festivals with international influence. Most of the tourism festivals are small in scale, low in grade and have little impact, which not only do not produce the economic and social benefits they deserve. And there is a great waste of all kinds of social resources. With the expansion of the world market and the internationalization of economic activities, the competition of tourism festivals is becoming more and more fierce. According to the marketing theory, brand competition is a kind of competitive strategy under the condition of sufficient market competition, and it is a kind of advanced competition mode. In the vast modern tourism festival, in order to make their own festival in an invincible position, we must build an international brand tourism festival, improve its international competitiveness, and realize the sustainable development of tourism festival. First of all, this paper briefly introduces the background and significance of the topic, summarizes and analyzes the research progress of tourism festivals at home and abroad, and introduces the research methods and contents of this paper. Secondly, this paper discusses the basic theory of tourism festival, defines the concept of tourism festival and tourism festival brand, and divides the development stage of tourism festival in China. Through the systematic analysis of 634 tourism festivals in China in 2006, the temporal and spatial distribution characteristics of Chinese tourism festivals are summarized. Thirdly, this paper makes a systematic study on the brand construction of Chinese tourism festivals, takes 81 brand festivals in China in 2006 as samples, summarizes the characteristics of the development of Chinese brand tourism festivals, and analyzes the four misunderstandings in the process of brand construction of tourism festivals. This paper also puts forward four trends of brand construction of tourism festival, and holds that it is the internationalization of tourism festival that leads to the marketization, characteristics and specialization of tourism festival, and internationalization is the marketization and specialization of brand tourism festival. The inevitable trend of specialization. Fourth, according to the content of tourism festival internationalization, this paper constructs the index system of tourism festival internationalization, and takes Qingdao International Beer Festival as an example to analyze the present situation of China's tourism festival internationalization. On this basis, this paper puts forward the ideas of internationalization of Chinese tourism festivals: inclusive, highlighting the inclusiveness of tourism festival themes, highlighting the characteristics, improving the participation of tourism festival projects, cooperation between government and enterprises, promoting the marketization of tourism festival operation, and promoting the marketization of tourism festival operation. Innovate marketing, speed up the internationalization of tourism festival visitors, combine production and study, strengthen the specialization of tourism festival talents, improve the mechanism, and promote the humanization of tourism festival environment. Finally, this paper makes a conclusion and prospect.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F592;F293.2

【引证文献】