基于ASEB分析的襄阳诸葛亮文化旅游节品牌活化研究

Research on Brand Activation of Xiangyang Zhugeliang Cultural Tourism Festival Based on ASEB Analysis

旅游节庆行业的许多生产者已经意识到重视其自身品牌效应的塑造与创新是实现旅游节庆可持续发展的重要路径,但通过调查发现,当前对有关民俗的、地方的旅游节庆的研究甚少,对推动地方旅游节庆品牌化创新发展的路径研究更少。针对上述问题,以探究地方民俗旅游节庆的可持续发展及推动鄂西圈民俗旅游节庆品牌价值提升作为本文的研究出发点。文章以鄂西圈襄阳诸葛亮文化旅游节为主体例证,采用ASEB栅格分析法,多方位、多角度提出了襄阳诸葛亮文化旅游节活动的具体品牌活化路径,以期实现鄂西圈民俗旅游节庆的可持续发展。

Many producers in the tourism festival industry have realized that focusing on the shaping and innovation of their own brand efects is an important way to achieve sustainable development of tourism festivals. However, through investigations, it is found that there is very little research on folklore and local tourism festivals. There is even less research on the path to promote the innovative development of local tourism festival branding. In view of the above problems, the research starting point of this paper is to explore the sustainable development of local folk custom tourism festivals and to promote the promotion of the brand value of folk tourism festivals in the western Hubei region.The paper takes Xiangyang Zhugeliang Cultural Tourism Festival in the western Hubei region as the main example, uses ASEB analysis method,and proposes the specific brand activation path of the activities of the Xiangyang Zhugeliang Cultural Tourism Festival from multiple perspectives, in order to realize the sustainable development of the folk tourism festivals in the western Hubei region.