主题旅游活动项目策划研究——以峨眉山“2004年百姓生活游”旅游活动项目策划为例

Research on Project Planning of Theme Tourist Campaign——A Case Study of Emei "2004 Common People Life Tour"

自1992年以来,我国国家旅游局每年推出一个专项旅游产品作为对外宣传口号。为配合此项活动的开展,各地纷纷组织了相应的主题旅游活动。通过主题旅游活动的开展,能够有效地整合区域旅游资源、提升旅游目的地形象、丰富旅游目的地产品类型、促进旅游基础设施和服务设施建设、弘扬当地传统文化。通过对峨眉山“2004年百姓生活游”主题旅游活动项目策划的研究, 对主题旅游活动项目策划的理论与方法进行了初步探讨。

A special travel product was annually brought by the national travel bureau as a external propagandizing catchword since 1992. In order to gear with this project process, many local govemment organized corresponding theme travel project to respond it in succession. By holding theme travel activities, it could effectively assemble tourist resource of tourist area, advance image of tourist destination, enrich tourist product, improve tourist foundational and service establishment, promote locality traditional culture. Through studying project planning of theme tourist campaign in Emei ‘2004 common people life tour＇, the author made a preliminary research on the theory and method of project planning of theme tourist campaign.