【摘要】： 作為一種特殊的旅游產(chǎn)品,旅游節(jié)慶具有強(qiáng)大的經(jīng)濟(jì)、社會、文化效應(yīng),能夠在短時間內(nèi)為舉辦地帶來顯著的有形和無形效益,使舉辦地形象和知名度得到迅速提升。20世紀(jì)80年代以來,我國旅游節(jié)慶在“旅游搭臺,經(jīng)貿(mào)唱戲”的辦節(jié)思路指導(dǎo)下迅速發(fā)展起來。各種各樣的旅游節(jié)慶風(fēng)起云涌,全國各地幾乎每一個縣市都推出了具有本地特色的旅游節(jié)慶活動。然而,在眾多的旅游節(jié)慶活動中,具有國際影響力的品牌節(jié)慶卻屈指可數(shù),絕大部分旅游節(jié)慶規(guī)模小、檔次低、影響小,不僅沒有產(chǎn)生應(yīng)有的經(jīng)濟(jì)效益和社會效益,而且極大地浪費了各種社會資源。隨著世界市場的日益擴(kuò)大和經(jīng)濟(jì)活動的日趨國際化,旅游節(jié)慶的競爭態(tài)勢也日趨激烈。根據(jù)市場營銷理論,品牌競爭是在市場競爭較充分的情況下的一種競爭策略,是一種高級競爭方式。在浩如煙海的現(xiàn)代旅游節(jié)慶中,要想使自己的節(jié)慶立于不敗之地,就必須打造國際化的品牌旅游節(jié)慶,提高其國際競爭力,實現(xiàn)旅游節(jié)慶的可持續(xù)發(fā)展。 本文首先簡要介紹了論文的選題背景和意義,概括分析了國內(nèi)外在旅游節(jié)慶方面的研究進(jìn)展,介紹了本文的研究方法和內(nèi)容;其次,本文對旅游節(jié)慶的基礎(chǔ)理論進(jìn)行了探討,分別對旅游節(jié)慶、旅游節(jié)慶品牌的概念做出了界定,劃分了中國旅游節(jié)慶的發(fā)展階段,并且通過系統(tǒng)分析2006年中國634項旅游節(jié)慶,總結(jié)出中國旅游節(jié)慶的時空分布特征。第三,本文對中國旅游節(jié)慶品牌建設(shè)進(jìn)行了系統(tǒng)的研究,以2006年中國81項品牌節(jié)慶為樣本,總結(jié)出中國品牌旅游節(jié)慶發(fā)展的特點,分析了旅游節(jié)慶品牌建設(shè)過程中的四大誤區(qū),并提出旅游節(jié)慶品牌建設(shè)的四大趨勢,認(rèn)為正是旅游節(jié)慶的國際化引發(fā)了旅游節(jié)慶的市場化、特色化和專業(yè)化,國際化是品牌旅游節(jié)慶走向市場化、特色化、專業(yè)化的必然趨勢。第四,本文根據(jù)旅游節(jié)慶國際化的內(nèi)容,構(gòu)建了旅游節(jié)慶國際化指標(biāo)體系,并以青島國際啤酒節(jié)為例對中國旅游節(jié)慶國際化現(xiàn)狀進(jìn)行了分析。在此基礎(chǔ)上,提出了中國旅游節(jié)慶國際化發(fā)展思路:兼收并蓄,凸顯旅游節(jié)慶主題的包容性;彰顯特色,提高旅游節(jié)慶項目的參與性;政企合作,推進(jìn)旅游節(jié)慶運作的市場化;創(chuàng)新營銷,加快旅游節(jié)慶客源的國際化;產(chǎn)學(xué)結(jié)合,加強(qiáng)旅游節(jié)慶人才的專業(yè)化;健全機(jī)制,促進(jìn)旅游節(jié)慶環(huán)境的人性化。最后,本文做出了結(jié)論及展望。
[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.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F592;F293.2

【引證文獻(xiàn)】

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1 劉水琴;浙江省旅游度假區(qū)國際化發(fā)展研究[D];浙江工商大學(xué);2011年

2 王艷麗;旅游地居民對運動類旅游節(jié)慶的參與度研究[D];陜西師范大學(xué);2011年

3 馬揚眉;青島市節(jié)慶旅游營銷策略研究[D];中國海洋大學(xué);2011年

4 柴焰;文化遺產(chǎn)型旅游地形成研究[D];山西大學(xué);2012年

5 王運姣;現(xiàn)代農(nóng)業(yè)節(jié)慶的社區(qū)參與研究[D];山東大學(xué);2013年

6 周瑩婷;南寧市節(jié)慶旅游發(fā)展研究[D];廣西師范學(xué)院;2013年

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本文編號：2482874