摘要
采用文献资料、数理统计等研究方法,对民族传统节庆体育旅游品牌进行深入分析。研究认为:特质与环境构成的民族传统节庆体育旅游品牌系统是民族传统节庆体育旅游战略的主体框架和指导方针,也是创造有本土特色的节庆体育文化旅游内涵的运作系统;民族传统节庆体育旅游品牌的建立,对于民族传统体育文化的弘扬与现代转型,旅游目的地的社会、文化、经济的发展意义深远,具有经济和负向双重作用;民族传统节庆体育旅游品牌的生存与延续,同支撑、维护和实现三个维度上的10个主题影响因子互为关联。发展策略:“错位”与“扩充”差异,凸显品牌优度;适度品牌延伸,拓展品牌丰度;塑造核心服务,实现价值提升;多方协同推进,提高管理效能;跨界融合共享,增大投资价值等。
Using the methods of literature review and frequency statistics,this paper makes an in-depth analysis on the brand of national traditional festival sports tourism.The research holds that the brand life system of national traditional festival sports tourism,which is composed of characteristics and environment,is the main framework and guiding principle of the national traditional festival sports tourism strategy,and is also the operation system for creating the connotation of festival sports culture tourism with local characteristics.The establishment of the national traditional festival sports tourism brand is of profound significance to the promotion and modern transformation of the national traditional sports culture and the social,cultural and economic development of the tourist destination,with both economic and non-economic effects.The survival and continuation of traditional ethnic festival sports tourism brands are interrelated with 10 thematic influencing factors in three dimensions of support,maintenance and realization.Strategies are:firstly,“dislocation”and“expansion”differences,highlighting brand excellence;secondly,moderating brand extension to expand brand abundance;thirdly,shaping core services to realize value enhancement;fourthly,multi-party cooperation to promote and improve management efficiency;fifthly,cross-border integration and sharing,increasing investment value,etc.
作者
周平
黄元骋
ZHOU Ping;HUANG Yuan-cheng
出处
《哈尔滨体育学院学报》
2019年第6期41-46,共6页
Journal of Harbin Sport University
基金
国家哲学社会科学基金项目(编号:16BTY026)
关键词
民族传统节庆体育
那达慕
旅游品牌
National traditional festival sports
Naadam
Tourism brand
