镇江发展节庆旅游的SWOT分析及对策研究

旅游节庆活动在挖掘文化内涵、提升城市功能和塑造旅游形象等方面发挥着积极作用。镇江市节庆旅游业具有明显的资源和区位优势,拥有有利的发展机遇,但缺乏品牌节庆产品,市场化运作程度低,节庆的规范性欠缺,同时周边地区节庆产品对其具有很高的替代性。镇江应在整合现有资源的基础上推陈出新,大力开发节庆旅游纪念品,加强协作和联合,同时要注重营销推广,走市场化运作之路,推动镇江节庆旅游健康、持续发展。

SWOT Analysis and Countermeasures Of Development of Zhenjiang Festival Tourism

Tourism festival activities play an active part in digging culture connotation,upgrading city functions and building a city tourismimage,etc.With its own advantages of developing festival tourism,such as abundant cultural resources and superior position,etc.,Zhenjiang is experiencing fast growth.But Zhenjiang also has its disadvantages including shortage of famous-brand festival products,low marketing operations and lack of standardization.Meanwhile,there are a lot of festival products around Zhenjiang to r...