【作者】 冯威；

【导师】 叶文； 孙平；

【作者基本信息】 云南师范大学 ， 人文地理学， 2003， 硕士

【摘要】 会展旅游是当前一种热门的旅游形式，因其巨大的经济效益和社会效益而被称为“旅游皇冠上的宝石”，具有良好的发展前景，成为目前旅游开发和旅游学术研究的热点，从全国范围来看，东部地区会展旅游因其经济实力和政治地位而相对发达，西部地区的许多主要城市也发挥各自的特色和优势，将旅游产品开发向会展市场倾斜，因而笔者选定了西部会展旅游中心城市之一的昆明作为研究对象，以其品牌建设为切入点，探讨昆明会展旅游的发展战略和保障措施。 本文的研究主要分两部分。 第一部分是对会展旅游的概述。首先在前人研究的基础上进一步阐述了会展旅游概念的内涵与外延，即而介绍和归纳了国内外会展旅游的研究和发展的现状、存在问题和未来趋势，接着提出了会展旅游品牌在会展旅游建设中的核心地位，介绍了其品牌建设的理论基础、要素特征、系统结构等内容。 第二部分是实证部分，也是本文研究的重点，对昆明会展旅游品牌建设的经济产业背景、社会历史文化背景和自然地理背景进行深入挖掘，发现昆明会展旅游发展的比较优势，提出昆明城市会展旅游品牌形象的总体定位、品牌的五大支撑要素、品牌的主体和客体建设等内容。 结论部分点出了会展旅游的特质，对昆明会展旅游的品牌建设道路进行总结。更多还原

【Abstract】 Exhibition tourism, one of the hot tourism models, having great economic and social potentials and favorite development prospects, is called "gem on the imperial crown" and has become a hotspot of tourism development and tourism academic research. Nationally speaking, exhibition tourism in east areas of China is relatively advanced. At the same time, cities in west areas are taking their advantages to develop exhibition market by exploring tourism products. For this reason, Kunming, one of the center exhibition cities in the west, is chosen as study subject in this paper to discuss development strategy and security measures. The research of the paper is divided into two parts.The first part is a general statement of exhibition tourism. On the basis of the literary research, the concept of exhibition tourism is introduced, then followed by an introduction of the present situation, existing problems and future trends of foreign and domestic exhibition tourism. It is put forward that brand-building should be the essential part of exhibition tourism construction. Theoretical basis, element features and system structure are introduced.The second part of the paper is case study, and it is the most important part. By exploring the economic industry background, social historical background and natural geographical background, the author studies the comparative advantages of Kunming exhibition tourism development, and describes the five supporting elements of the general positioning of Kunming city exhibition tourism image and brand, brand subject and object construction, etc.The features of exhibition is pointed out at the final part, as well as how to build the brand of Kunming exhibition tourism.更多还原