关于旅游节庆市场化运作的思考

旅游节庆作为一种动态的化旅游吸引物，应该作为独立的旅游产品来经营。规范化、市场化、产业化是旅游节庆必由之路。笔认为以下问题是探索旅游节庆走向的关键：独一无二的城市特征是旅游节庆的灵魂；广泛的民众性是节庆赖以成功的魅力所在；活动内容的确定性和管理的严谨是旅游节庆成为“产品”基本条件；“成本与利润”理念的注入是节庆得以传承的基础。

A Consideration of the Market Implementation of Holiday Tours

Holiday tours, as a mobile cultural attraction, should be operated in the form of an independent tourist product. Its prerequisite is in the standardization, market implementation and industralization. The author believes that the following factors are the keys to seeking the ways of holiday tours:a unique urban feature is its soul; popularity is the charm of its success; the certainty of activities and serious management is its basic condition; the introduction of the idea' cost and and profit is the foundation to pass it through.