深圳南山节庆旅游品牌培育研究

发布时间：2018-06-22 16:01

本文选题：南山荔枝节 + 节庆旅游　；参考：《天津大学》2008年硕士论文

【摘要】： 随着未来社会以闲暇为核心而呈现的社会化,旅游业出现闲暇业化趋势,从旅游产品类型上来看,生态旅游、产业旅游、休闲旅游、体育旅游和跨文化旅游等需求将出现增长,商务旅游、会议旅游的需求由于通信技术而减弱,节庆旅游的重要性逐渐体现。我国一些省市根据市场的需求,开发具有一定品牌节庆旅游,如哈尔滨冰雪节、上海国际服装节、广东国际旅游文化节等节庆活动。为更好地向国内外旅游者宣传和介绍深圳南山荔枝文化、南山旅游资源,南山区自1999年开始,在深圳市旅游局的支持下,利用南山丰富的旅游资源、优美的生态环境和南山著名特产岭南佳果荔枝的优势,结合国家、省、市旅游局的活动主题,每年均推出不同风情主旋律的节庆旅游。然而,荔枝节虽举办了10届,但荔枝节节庆品牌没有与旅游一同发展起来,这是荔枝节发展的最大缺憾之一。所以,随着中国经济发展阶段的变化,品牌经济的到来,加快培育荔枝节节庆品牌和拥有知名品牌,具有重大的战略意义。本文首先对节庆旅游及品牌培育的概念内涵进行阐述,通过对深圳市南山区节庆旅游的发展背景、现状,南山荔枝文化旅游节呈现出的特点和存在问题进行分析,运用德尔菲专家咨询法、层次分析法,定性及定量法,一方面从节庆旅游发展条件,另一方面从节庆品牌构成的要素展开分析、研究,最后,提出南山节庆旅游的品牌培育的相关策略。
[Abstract]:With the socialization of leisure as the core of the future society, the trend of leisure industry appears in the tourism industry. In terms of the types of tourism products, the demand for ecotourism, industrial tourism, leisure tourism, sports tourism and cross-cultural tourism will increase. The demand for business tourism and conference tourism is weakened by communication technology, and the importance of festival tourism is gradually reflected. According to the demand of the market, some provinces and cities in China develop festival tourism with a certain brand, such as Harbin Ice and Snow Festival, Shanghai International Garment Festival, Guangdong International Tourism Culture Festival and other festival activities. In order to better publicize and introduce the litchi culture and tourism resources of Nanshan in Shenzhen to tourists both at home and abroad, Nanshan District has been making use of the abundant tourist resources of Nanshan since 1999, with the support of Shenzhen Tourism Bureau. The beautiful ecological environment and the advantage of famous Lingnan Jia fruit litchi, combined with the activity theme of the national, provincial and municipal tourism bureau, introduce festival tourism with different customs and main melody every year. However, although the Litchi Festival has been held for 10 years, the brand of Litchi Festival has not developed with tourism, which is one of the biggest shortcomings of Litchi Festival. Therefore, with the change of China's economic development stage and the arrival of brand economy, it is of great strategic significance to speed up the cultivation of the Litchi Festival brand and to have a well-known brand. In this paper, the concept and connotation of festival tourism and brand cultivation are expounded, and the development background, current situation, characteristics and existing problems of Nanshan Litchi Culture Tourism Festival are analyzed through the development of festival tourism in Nanshan District of Shenzhen. Using Delphi expert consultation, Analytic hierarchy process, qualitative and quantitative methods, on the one hand, from the festival tourism development conditions, on the other hand, from the festival brand elements of the analysis, research, finally, Put forward the related strategy of brand cultivation of festival tourism in Nanshan.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F592.7

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