论旅游节日活动的品牌化发展

On the Brand Development of Tourism Festival Activity

旅游节日活动指的是以某种具有鲜明主题的公众性庆典活动为旅游吸引物而开发出来的一种现代新型旅游产品,是一种可以提高区域的知名度、传播区域文化、塑造区域旅游品牌、促进对外经济合作、带动区域经济发展的特殊旅游形式。作者通过分析中国现代节日旅游的发展状况,提出了论文的核心思想:坚持旅游节日活动的品牌化发展战略,找到了旅游节日活动品牌化发展的策略。

Tourismfestival activity refers to a newkind of popular celebrative activity with an obvious theme,which may boost publicity of certain region,spread regional culture,create regional tourism brand,promote cooperation of foreign business and improve regional economic development.After analyzing the situation of modern Chinese festival tourism,the writer of this paper deems that we should advocate the brand development strategy in the tourism festival activity.