大型節事活动对旅游品牌的影响与塑造研究(新).docVIP

PAGE PAGE I大型节事活动对旅游品牌的影响与塑造研究——以湄洲妈祖文化节为例Research on Large-scale festival activities influence and creation on tourism brand——Take the Meizhou Mazu culture festival for the example摘要近年来，旅游业作为朝阳产业，各地纷纷把旅游业作为新的经济增长点和支柱产业来培植和发展。在旅游业受到重视的同时，旅游业的品牌化进程在新世纪中也日益受到各方重视。与此同时，全国各地推出了许多以拉动区域经济和文化发展为目的的节事活动。而这些节事活动在推广目的地形象、传播区域文化、塑造区域旅游品牌、促进对外经贸合作、带动经济发展上具有重要作用。以节事为主线，将城市旅游资源进行有效的整合，塑造新颖的、独特的旅游品牌，通过营销武器，激发旅游者潜在的旅游动机，从而实现促进旅游经济增长的目标。关键词：节事；旅游品牌；推动影响；妈祖文化；品牌塑造AbstractIn recent years, the tourism industry has became a booming industry, many regions regard it as a new motivation of the economic growth and the leading industry, and pay much attention to develop it. While the emphasis has been put on tourism, the brand process of tourism has also caught the attention of many sections in the new century. Meanwhile, the whole country put forward a lot of activities to push the development of regional economy and culture. The days events, which aim at promoting their images, the area of culture, and the regional tourism brand and promoting international economic cooperation and promote economic development is an important role in a day. It is one in charge, the city of effective integration of resources and create new and unique tourism brand marketing weapons, inspired by the tourist potential of the motives for promoting the economic growth targets.Key words: festival; tourism brand; promoting effect; mazu culture; brand mold 目 录中文摘要…………………………………………………………………（I）英文摘要…………………………………………………………………（Ⅱ）一、绪论…………………………………………………………………（1）（一）研究目的和意义…………………………………………………（1）（二）相关概念…………………………………………………………（1）二、妈祖文化旅游资源开发的优势……………………………………（2）（一）妈祖文化节简介…………………………………………………（2）（二）妈祖文化旅游资源开发的优势…………………………………（3）三、妈祖文化节对妈祖旅游品牌的影响……………………………………（4）（一）有利于妈祖文化旅游品牌定位…………………………………（4）（二）有助于打造妈祖文化旅游品牌个性……………………………（5）（三）有利于立体品牌传播……………………………………………（5）（四）助推妈祖文化旅游品牌营销……………………………………（6）（五）规范妈祖文化旅游品牌管理……………………………………（6）四、妈祖文化节旅游品牌的塑造………………………………………（7）（一）发挥政府主导作用，建立市场化运作模式…………………………（7）（二）以人为本，提高大众参与旅游节事的积极性………………………（8）（三）深入提炼妈祖