济南市农事节庆活动开展现状及提升策略研究

Research on the Current Situation and Improvement Strategies of Agricultural Festival Activities in Jinan

济南农业特色产业资源丰富,文化底蕴深厚,农事节庆活动丰富多彩,对推动当地经济效益与社会效益起了重要作用。但在调查中发现,当前济南农事节庆活动仍存在节庆特色不足,品牌创建不够、活动创新力不强,资源缺乏整合等一系列问题。针对济南地域文化特点和特色产品优势,本文提出了优化整合资源、创设节庆品牌、加强节庆文化内涵建设以及注重节庆宣传的持续性等措施。

Jinan is rich in agricultural industry resources and cultural heritage,with a wide variety of agricultural festival activities that play a significant role in promoting local economic and social benefits.However,this study has identified several issues in Jinan's agricultural festival activities,including a lack of overall planning,limited eventbranding,insufficient festival uniqueness,and discontinuous promotion.To address these challenges and capitalize on Jinan's regional cultural characteristics and specialty products,the paper proposes measures such as optimizing resource integration,creating festival brands,focusing on the cultural content of festivals,and ensuring continuous promotion.