国外节庆活动管理对乡村振兴的启示与借鉴——以科切拉山谷艺术节为例

Learning From Foreign Festival Activities Management for RuralRevitalization: A Case Study of Coachella Valley Music and Arts Festival

“乡村振兴”战略的实施对我国农村经济发展提出了新的要求,因此亟需找到一个全新有效的方式,促成城市与乡村发展的协调统一。举办节庆活动作为一种全球旅游业趋势,如果能借此打破城乡壁垒,为“乡村振兴”战略注入新鲜血液,将有助于更好更快地完成新时期农村建设。将美国科切拉音乐节作为典型案例,通过分析其活动目的,从活动管理、营销管理、选址问题、现场布置、特色互动等角度探讨活动组织管理特点,结合我国乡村实际情况,提出相关启示:铸造具有地方特色的文化节庆活动之“根”和“魂”;增强具有高科技含量的节庆活动内外部管理;依托节庆活动,培养挖掘优秀人才;注重细节管理,拓展节庆活动的多功能性。

The implementation of the strategy of"Rural Revitalization"has put forward new requirements for China's rural economic development,so it is urgent to find a new and effective way to promote the harmonization of urban and rural development.As a trend of global tourism,holding festival activities can help break down the barriers between urban and rural areas and inject fresh blood into the strategy of"Rural Revitalization",which will help to complete the rural construction in the new era better and faster.This article takes the Coachella Valley Music and Arts Festival in the United States as a typical case.Based on the analysis of the purpose of this event,it discusses the characteristics of event organization and management from the perspectives of event management,marketing management,location selection,site layout,and characteristic interaction.Combined with the actual situation in China's rural areas,it proposed:we should cast the"root"and"soul"of cultural festivals with local characteristics;enhance internal and external management of high-tech festivals;cultivate and excavate outstanding talents,relying on festival activities;emphasize detail management to expand the versatility of festival activities.