摘要
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。
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 replace them.Based on integrating resources,Zhenjiang should strongly develop the new festival souvenirs and strengthen coordination and alliance.Close attention should be paid to the marketing strategy to boost sustained and healthy festival tourism of Zhenjiang.
出处
《江苏科技大学学报（社会科学版）》
2010年第1期54-59,共6页
Journal of Jiangsu University of Science and Technology(Social Science Edition)
基金
江苏科技大学社会科学基金项目"江苏城市旅游国际化综合收益及驱动力研究"(2009NX127J)
关键词
镇江
节庆旅游
SWOT分析
对策
Zhenjiang
festival tourism
SWOT analysis
countermeasure
