大型节事旅游基本特征及发展对策的初步研究

本文首先阐述了大型节事旅游的概念,在此基础上揭示了大型节事旅游的主题突出、公众参与,综合效益明显,旅游形象鲜明和外部环境敏感等基本特征。并依据国内外学者对节事旅游的研究成果,结合我国节事旅游发展的实际,初步探讨了大型节事旅游的发展对策。最后分析了大型节事旅游的开发流程,其研究内容涉及诸多方面:开发所具备的条件,旅游产品设计,旅游市场运作,旅游产品开发规划与可持续管理等。

STUDY ON CHARACTERISTICS AND DEVELOPMENT MEASURES OF MEGA-EVENT

Considering the mega-events' influence on tourism, this paper studies the mega-events' main characteristics and development measures. There are three parts in this paper.In the first part, mega-event concept and characteristics are given. According to domestic and oversea research and development practice in China,the author concludes the mega-event's characteristics which include the themes specific,public postive participation, comprehensive effects, tourism image brilliance and environment sensitivity etc.The development measures are offered in part two,which is composed of four sections.The first section emphasizes mega-events' tour motives that should be perceived by organizers.In section two and three,the author applies to the social exchange theory to analyze residents' four attitudes and adopts six methods to inspire public participant interest. In succession, regional cooperation is used. Building crisis event mechanism in section four is one of important points in four sections.According to the measures adopted during and after SARS breaking out,the author summarizes the framework of tourism crisis management.The details of the tourism crisis management have been produced in Table 4.The exploitation process of the Mega-event is developed in part three.Mega-event exploitation must be built on analyzing exploitation' conditions,which include macro-environment, government support and location condition etc.And then analyze market and marketing. Public postive participation is necessary condition for mega-event successful exploitation. Organizers should take steps to inspire public participant interest and design product suitable for tourists. In the end, the author discusses planning and management as far as exploitation process of the mega-event concerned .The author expects that the paper can offer some help for mega-event development in China.