体验经济视角下青岛市节事旅游提升策略研究

发布时间：2018-12-14 07:11

【摘要】：随着社会经济的发展，人民生活水平的提高，人们的消费要求已经从最初的重视产品和重视服务越来越多地向重视体验转变。体验经济如雨后春笋般不断涌现出来，产生了大量的经济效益，创造了无数的就业机会的同时更是给人们带来了丰富的体验效果。旅游无非是一种丰富的体验形式，节事旅游更是以其鲜明的地域特色，花样繁多的体验形式吸引了众多的关注。节事旅游能够充分利用当地历史文化、民俗风情、物产资源，对旅游业的发展起着极其重要的作用。近年来各种地方节事旅游不断涌现，有些质量参差不齐、内容大同小异，大有办节泛滥之势。节事搭台，经济唱戏固然不错，但如果节事旅游的发展过程中不重视参与者的体验，只会让节事失去其生存发展的土壤，造成各种资源的严重浪费,提高节事旅游的质量势在必行。青岛节事旅游资源丰富在旅游业中占据重要地位，近几年青岛节事旅游的发展取得了长足的进步，但在发展过程中不可避免的出现这样那样的问题，办节质量有待提高。美国经济学家约瑟夫·派恩和詹姆斯·吉尔摩在《体验经济》一书中认为人类社会正在经历从服务经济向体验经济转化的过程，，体验经济理论在各行各业已经有了广泛的应用。节事旅游以其自身的体验属性必将成为体验经济的先锋。这便彰显了以体验经济理论对当今节事旅游进行提升研究的重要性。本文对体验经济和节事旅游的内涵进行了定性分析，阐释了二者的内在相关性和节事旅游体验化的必要性。依托青岛市丰富的节事旅游资源，对青岛节事旅游发展现状进行了系统化分析并找出了当前存在的一些问题和提升空间。应用体验经济相关理论对青岛节事旅游资源进行了分类提升研究，为青岛节事旅游规范化、体验化指明了方向。从主题、人员、环境、活动、纪念品五个方面提出了青岛节事旅游的整体提升策略。最后，以青岛国际啤酒节为例，对理解和应用体验经济理论，打造体验化啤酒节、提升办节质量做出了具体探讨。力求将体验经济理论引入青岛节事旅游活动中来，为政府和企业决策以及后续研究提供指导意见，为体验经济时代青岛节事旅游的提升做出自己微薄的贡献。
[Abstract]:With the development of social economy and the improvement of people's living standard, the demand of people's consumption has changed from paying attention to products and services to paying more and more attention to experience. Experience economy has sprung up constantly, which has produced a large number of economic benefits, created countless employment opportunities, but also brought people rich experience results. Tourism is nothing more than a rich form of experience, festival tourism with its distinctive regional characteristics, a variety of experience forms attracted a lot of attention. Festival tourism can make full use of the local history and culture, folk customs, product resources, and plays an extremely important role in the development of tourism. In recent years, a variety of local festival tourism has emerged, some of the quality is uneven, the content is much the same, there is a tendency to run festival flood. It is good to have a stage in the festival, but if we do not attach importance to the experience of the participants in the development of the festival tourism, it will only let the festival lose its soil for survival and development, resulting in a serious waste of all kinds of resources. It is imperative to improve the quality of festival tourism. In recent years, the development of Qingdao festival tourism has made great progress, but in the process of development, there are inevitably problems of one kind or another, and the quality of festival management needs to be improved. Joseph Pine and James Gilmore, American economists, think that human society is undergoing a transition from service economy to experience economy in the book "experience economy", and experience economy theory has been widely used in various industries. Festival tourism with its own experience attributes will become the pioneer of experience economy. This shows the importance of the research on the promotion of festival tourism with the theory of experience economy. In this paper, the connotation of experience economy and festival tourism is qualitatively analyzed, and the inherent correlation between them and the necessity of experiencing festival tourism are explained. Based on the abundant festival tourism resources in Qingdao, this paper systematically analyzes the present situation of Qingdao festival tourism development, and finds out some existing problems and improving space. This paper studies the classification and promotion of Qingdao festival tourism resources by using experience economy theory, and points out the direction of Qingdao festival tourism standardization and experience. From the theme, personnel, environment, activities, souvenirs five aspects of Qingdao festival tourism overall promotion strategy. Finally, taking Qingdao International Beer Festival as an example, this paper makes a concrete discussion on understanding and applying experience economy theory, creating experiential beer festival and improving the quality of the festival. Try to introduce the experience economy theory into the Qingdao festival tourism activities, provide guidance for the government and enterprises to make decisions and follow up research, and make their own contribution to the promotion of Qingdao festival tourism in the experience economy era.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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