论旅游主题活动的策划与营销--从“五岳盟主”到“华山论剑”

旅游主题活动营销是当今世界各国普遍运用的营销途径,无论在东亚、东南亚还是在欧洲、美洲。成功的不乏其例,失败的则比比皆是。我国每年举办的旅游主题活动不下数百个,但大多数都是千篇一律,缺乏创意,不能产生预期的理想效果。本文从旅游主题活动的界定入手,讨论了旅游主题活动的巨大影响,并就旅游业如何利用主题活动拓展客源市场,创立巩固旅游品牌,最大限度地发挥旅游主题活动的综合效益等问题进行了较为深入的分析,旨在对我国旅游主题活动的开展有所借鉴。

Research on the Planning and Marketing of Theme Tourism Activities--From "the League Leader of Five-Mountains" to "the Competition on Huashan Mountain"

Nowadays,the marketing of theme tou rism activities has become a popularly used way by countries all over the world,whether in East Asia and Southeast Asia or in Europe and America.There is no lack of successful examples,but failures are frequently seen here and th ere.Hundreds of theme tourism ac-tivities are held in China every year,however,most of which are stereoty ped and lack originality that they hardly produce anticipated ideal effects.This article first discusses the definition of theme tourism activities and then expounds its great influence.F urther,the article also analyzes deeply such questions as how to utilize theme tourism activities to develop tourist market and how to create and c onsolidate tourism brand to get syn-thetical benefit.It aims to be helpf ul to the development of the theme tou rism activities in China.