【论文】节庆旅游市场化运作个案研究——以中国洛阳牡丹文化节为例.pdfVIP

节庆旅游市场化运作个案研究——以中国洛阳牡丹文化节为例 摘 要 节庆旅游是近年来兴起的一种新型旅游产品，在现代城市旅游中占有越来越重 要的地位。如今各国各类大型节庆旅游活动日益成为区域旅游发展中的重要吸引因 素。20世纪90年代以来，随着改革开放力度的加大，社会经济体系的不断完善， 人们旅游需求的日益增强和旅游业的深入发展，我国地方节庆旅游的发展呈现出遍 地开花的趋势。然而与国外成功的节庆旅游相比我国节庆旅游的发展还处于起步阶 段，很大程度上按行政方式运作，政府干预过多，企业被动参与，不符合节庆旅游 活动的市场化运作规律。本文在参阅了国内外大量对节庆旅游研究的文献基础之 上，进一步探讨当前我国节庆旅游市场化运作的必要性和运作模式。以中国洛阳牡 丹文化节为例进行分析，与国外代表性的节庆旅游进行对比，分析牡丹文化节在市 场化运作过程中存在的问题，提出了几点建议。 关键词： 节庆旅游 市场化运作 中国洛阳牡丹文化节 I 节庆旅游市场化运作个案研究——以中国洛阳牡丹文化节为例 Abstract Festival tourism is a new kind travel fashion, which prevails in recent years, and holds a more and more important position in modern city traveling.Now all kinds of large-scale national tourism festival increasingly become an important factor in attracting tourism development zone.The 1990s,with the reform and development efforts of the increase,social and economic system of continuous improvement,peoples increasing demand for tourism and tourism-depth development,and our local festivals everywhere shows the development of tourism trends.However,the success of the festival travel abroad compared to the development of tourism festival still in its infancy, It is largely operated by administrative means. For the government interferes too much, the enterprise participates passively in tourism activities do not meet the festive market operation rules.Based on quantity of articles or thesis on festival tourism home and abroad, this paper want to seek to necessity and model of market operation of festival tourism in our country.This paper set the Chinese peony culture festival in Luoyang as an empirical example,with foreign tourism festival representative comparison,analysis