摘要
洛阳牡丹文化节是一个有众多海内外人士参与的大型国家级节会,自创办以来已经成功举办了32届,虽然参观人数和创造的旅游收入连年攀升,但作为一个文化底蕴厚重和产业发展极具规模的节庆来讲,洛阳牡丹文化节可以获得更好的效益。洛阳牡丹文化节是洛阳发展旅游经济的主打品牌,丰富的牡丹文化也为打开法国客源市场提供了必要条件。法国虽然是洛阳第一大海外客源市场,但并没有进行针对性的市场营销,基于洛阳的强亲景度,借助CIS战略挖掘牡丹文化,通过旅游形象塑造战略、旅游形象视觉识别战略和旅游形象行为识别战略,全面打造针对法国市场的节庆品牌。
The Luoyang Peony Culture Festival is a well - known national festival which attracts millions of people at home and abroad to participate in it. Since its has been held 32 sessions successfully, although the number of visitors and the creation of tourism revenue year after year, but as a extremely heavy cultural back- ground in terms and large- scale industrial development ciency. The Luoyang Peony Culture Festival is the flagsh festival, Luoyang Peony Festival can get better effi- ip brand of the tourism economy in Luoyang, the pe- ony culture has the source conditions for its French market. Although French is the largest overseas markets in Luoyang, lack of targeted marketing. Tap the peony tourism image visual recognition strategy and tourism culture, use travel concept image -building strategy ,the image behavior recognition strategy, create for the festi- val of the French market brand on strong preference scale is the focus of this study.
出处
《郑州航空工业管理学院学报》
2013年第3期125-130,共6页
Journal of Zhengzhou University of Aeronautics
