旅游者、摄影节(比赛)与目的地营销——某旅游地案例定性分析

Tourists,Photography Festival(Contest) and Destination Marketing ——A Qualitative Analysis of A Tourist Destination

策划摄影节、摄影赛事已成为众多旅游接待地感兴趣的营销手段之一。目前国内尚没有针对“赛事主办方 (发起人 )、协办方与参赛人、普通游客之间的诉求是否一致 ?实际结果如何 ?举办此类赛事是否真正有助于目的地形象建立和营销 ?”等问题进行节事旅游产品策划方面的相关研究工作。实际上 ,在旅游地摄影比赛中 ,摄影者 (游客 )、信息(图片 )、传播媒介 (广播、电视、互联网、私人社交圈 )、公众(潜在游客 )等各元素间的相互作用实质上构成一个典型的传播过程。本文即以某旅游地摄影比赛为例 ,以传播学的视角 ,通过定性 (半结构访谈 )的研究方法分析该旅游地摄影赛事活动的组织者和参与人各自的动机与行为特征 ,并由此评价他们在目的地营销方面的贡献。

Scheming out photography festival or contest has become one of the marketing means that people in the tourist destinations are most interested in,which has formed its own characteristics.Is this kind of contest conducive to the image establishment and marketing of the destination?In fact,photographers(tourists),information(pictures),mass media (broadcast,TV,internet,private social circle)and public (potential tourists)constitute in essence a typical insemination process.The paper,taking a photo contest in a tourist destination as an example,makes an analysis of the respective motives and actions of the sponsors and participants through a qualitative research approach,thus evaluating their contributions to the marketing of the destination.