旅游节庆主题定位策划与旅游者效益感知——以浙江舟山为例

On the Planning of Tourism Festivals and Tourists' Perception of Benefits——Taking Zhoushan of Zhejiang as an Example

通过采用定性和定量研究的方法,对舟山着力培育的三个不同主题定位的节庆活动的旅游者效益感知进行比较,对旅游目的地节庆活动主题定位专业策划的必要性进行探究。研究表明,旅游者对具有地域景观特色主题的节庆活动效益感知较高,此类节庆活动可提升目的地的旅游吸引力。围绕主题定位策划的配套活动是吸引旅游者的关键,运营模式和市场宣传推广渠道成为目的地节庆活动具有生命力的延续。

Through the method of qualitative and quantitative research, this paper makes a comparison of the tourist benefit perception of three different theme festivals in Zhoushan, and explores the necessity of the theme positioning of the theme festival in the tourist destination. The study shows that tourists have a higher perception of the effectiveness of festival activities with the theme of regional landscape characteristics, and such festival activities can enhance the tourist attraction of destinations. The key to attract tourists is the supporting activities of the theme planning. The operation mode and the marketing channel have become the vitality continuation of the destination Festival.