摘要
节事和城市旅游的整合,已成为旅游行业中最大和增长最快的领域之一。其中,节事的长期旅游效应与城市品牌形象相连。为了扩展节事举办期间之外的旅游收益,城市营销者需要进行战略规划,找寻提升节事形象的方法,在设立了城市清晰的品牌定位之后,制定节事品牌营销战略,提高节事关注者的满意度,吸引更多的人来关注节事,参与节事,进而吸引更多游客来访。
Festival and Special Event is a kind of promotion tool for the host city to attract new visitors,and it has been adopted by city marketers.There are short-term effects and long-term effects for city traveling,and long-term effects is concerned about city brand image.In order to improve the influence of event marketing on intention to visit in long period,the city marketers should make a sound strategy to promote event image,set a clear city positioning,develop an event marketing strategy,improve city customers＇ satisfactory and attract more visitors to visit the host city.
出处
《企业活力》
2010年第12期46-49,共4页
Enterprise Vitality
关键词
节事
节事营销
城市品牌形象
来访意愿
festival and special event
event marketing
city brand image
intention to visit
