节事营销对城市游客来访意愿的作用分析被引量：6

The Influence of Festival and Special Event Marketing on the Visitors' Intentions to Visit the Hosting Cities

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摘要节事营销作为城市品牌塑造的重要战略之一,已受到了我国诸多学者和城市管理者的关注。本文通过对节事营销的概念理论进行梳理,总结出节事营销对城市旅游所产生的影响,并结合我国实践和相关文献结论,提出节事营销中城市游客来访意愿的影响因素包括目的地形象、节事形象、节事属性、节事满意度、以往的节事体验、游客的节事卷入度、游客本身的个人特征等多个方面,并找出各个要素之间的关系,提出节事营销对城市游客的影响路径。 Festival and Special Event（FSE） marketing has been more and more popular as an important city branding strategy in China. This paper summarized the related theories about FSE marketing and analyzed the influence of FSE marketing on city tourism. Based on the literature review, this paper found key influential factors including destination image, event image, event attributes, event satisfactions, past experiences on the event,event involvement, personal characteristics etc., identified their relationships, and prompted the influential model of FSE on city tourists.

作者李慧谷园园 Li Hui Gu Yuan-yuan(International College of Business and Technology, Tianjin University of Technology,300384 Tianjin, Chin)

机构地区天津理工大学国际工商学院

出处《特区经济》 2016年第9期121-122,共2页 Special Zone Economy

基金国家社会科学基金资助项目"顾客视角下节事营销战略对城市品牌塑造的影响研究"阶段成果(项目号:15BGL085)

关键词节事营销城市游客来访意愿 Festival and Special Event Marketing City Tourists Intentions to Visit

分类号 F274 [经济管理—企业管理] F592 [经济管理—旅游管理]

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参考文献7

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二级参考文献36

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