宁波市海洋旅游节庆品牌塑造研究

Study on the Erection of Marine Tourist Festival Brand in Ningbo

近年来,宁波充分发挥优势,举办了十多个海洋类旅游节庆,但至今尚未形成一个能代表宁波作为海洋大市的海洋旅节庆品牌。文章在阐明宁波市海洋旅游节庆发展现状的基础上,提出了宁波海洋旅游节庆品牌的发展构想:发挥政府主导作用,建立市场化运作模式;以人为本,提高大众参与旅游节庆的积极性;打破地域、行业界限,展开多层次、宽领域的合作;创新海洋旅游节庆发展思路,培养"亮点"、"热点"、"卖点"等。

In recent years,all kinds of marine festivals which Ningbo has held up to more than ten, but it has not formed a marine festival brand that can represent Ningbo as a famous coastal city so far. Based on the research of the current features of development of marine festival in Ningbo, this paper has proposed a series of countermeasures to erect brand on marine festival.