【摘要】：隨著社會經(jīng)濟(jì)的發(fā)展，人民生活水平的提高，人們的消費要求已經(jīng)從最初的重視產(chǎn)品和重視服務(wù)越來越多地向重視體驗轉(zhuǎn)變。體驗經(jīng)濟(jì)如雨后春筍般不斷涌現(xiàn)出來，產(chǎn)生了大量的經(jīng)濟(jì)效益，創(chuàng)造了無數(shù)的就業(yè)機(jī)會的同時更是給人們帶來了豐富的體驗效果。旅游無非是一種豐富的體驗形式，節(jié)事旅游更是以其鮮明的地域特色，花樣繁多的體驗形式吸引了眾多的關(guān)注。節(jié)事旅游能夠充分利用當(dāng)?shù)貧v史文化、民俗風(fēng)情、物產(chǎn)資源，對旅游業(yè)的發(fā)展起著極其重要的作用。近年來各種地方節(jié)事旅游不斷涌現(xiàn)，有些質(zhì)量參差不齊、內(nèi)容大同小異，大有辦節(jié)泛濫之勢。節(jié)事搭臺，經(jīng)濟(jì)唱戲固然不錯，但如果節(jié)事旅游的發(fā)展過程中不重視參與者的體驗，只會讓節(jié)事失去其生存發(fā)展的土壤，造成各種資源的嚴(yán)重浪費,提高節(jié)事旅游的質(zhì)量勢在必行。青島節(jié)事旅游資源豐富在旅游業(yè)中占據(jù)重要地位，近幾年青島節(jié)事旅游的發(fā)展取得了長足的進(jìn)步，但在發(fā)展過程中不可避免的出現(xiàn)這樣那樣的問題，辦節(jié)質(zhì)量有待提高。 美國經(jīng)濟(jì)學(xué)家約瑟夫·派恩和詹姆斯·吉爾摩在《體驗經(jīng)濟(jì)》一書中認(rèn)為人類社會正在經(jīng)歷從服務(wù)經(jīng)濟(jì)向體驗經(jīng)濟(jì)轉(zhuǎn)化的過程，，體驗經(jīng)濟(jì)理論在各行各業(yè)已經(jīng)有了廣泛的應(yīng)用。節(jié)事旅游以其自身的體驗屬性必將成為體驗經(jīng)濟(jì)的先鋒。這便彰顯了以體驗經(jīng)濟(jì)理論對當(dāng)今節(jié)事旅游進(jìn)行提升研究的重要性。本文對體驗經(jīng)濟(jì)和節(jié)事旅游的內(nèi)涵進(jìn)行了定性分析，闡釋了二者的內(nèi)在相關(guān)性和節(jié)事旅游體驗化的必要性。依托青島市豐富的節(jié)事旅游資源，對青島節(jié)事旅游發(fā)展現(xiàn)狀進(jìn)行了系統(tǒng)化分析并找出了當(dāng)前存在的一些問題和提升空間。應(yīng)用體驗經(jīng)濟(jì)相關(guān)理論對青島節(jié)事旅游資源進(jìn)行了分類提升研究，為青島節(jié)事旅游規(guī)范化、體驗化指明了方向。從主題、人員、環(huán)境、活動、紀(jì)念品五個方面提出了青島節(jié)事旅游的整體提升策略。最后，以青島國際啤酒節(jié)為例，對理解和應(yīng)用體驗經(jīng)濟(jì)理論，打造體驗化啤酒節(jié)、提升辦節(jié)質(zhì)量做出了具體探討。力求將體驗經(jīng)濟(jì)理論引入青島節(jié)事旅游活動中來，為政府和企業(yè)決策以及后續(xù)研究提供指導(dǎo)意見，為體驗經(jīng)濟(jì)時代青島節(jié)事旅游的提升做出自己微薄的貢獻(xiàn)。
[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.
【學(xué)位授予單位】：中國海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.7

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