摘要
《宋城千古情》于1998年10月1日正式推出,8年来,超过1000万名中外游客观看了这场演出,其中海外游客占50%。一场演出能一年365天每天上演,并平均每天有4000多名观众欣赏,在国内是绝无仅有的;正是因为宋城把观光旅游和演出活动完美地结合,才有今天这样不凡的佳绩。本文的论点是,旅游活动和文化产品是可以很好地结合的,文化是旅游的内容和深层次的表述,旅游则是实现文化寓教于乐的良好载体,是对文化的挖掘、提炼和发扬。本论文从宋城景区成功的原因开始研究,总结出宋城景区主要有“建筑为形、文化为魂”的项目开发宗旨和市场运作两大成功要素。对市场运作,重点论述宋城景区是怎样进行项目品牌建设的,最终创下《宋城千古情》佳绩的过程。最后,本论文就宋城景区仍存在有待改进的问题及应对措施进行阐述。
Since the Romance of the Song Dynasty was first performed on October 1^st 1998, it has attracted more than ten million tourists both home and abroad. The achievement owes to a good combination of tourism and performance. The paper studies the success of the Song city and concludes two successful elements as the development aim of ＂taking building as form and culture as the soul＂ and good market operation. The paper also expounds improvement measures in the Song city.
出处
《浙江艺术职业学院学报》
2006年第4期106-113,共8页
Journal of Zhejiang Vocational Academy of Art
关键词
宋城景区
旅游
演出活动
市场经营
the Song city
tourism
performance
market management
