【作者】 张理东；

【导师】 楼嘉军；

【作者基本信息】 华东师范大学 ， 旅游管理， 2007， 硕士

【摘要】 从世界旅游发展的宏观背景看，事件早已成为国际性城市旅游目的地旅游资源的重要组成部分。自20世纪80年代以来，欧美发达国家就已经加强了对各种事件的科学管理和市场运作，并将这种事件演变成为推动各自城市旅游发展的重要动力。在国内，节庆是地方营销、城市形象塑造的重要手段，对于旅游目的地的创建有重要作用。上海旅游节是我国最早的旅游节庆，但历经十余年的发展，上海旅游节远未达到其预期的目标，没有实现其“人民大众的节日”的办节宗旨，缺乏深厚的民众基础。从市场的角度，上海旅游节还是一个区域性的品牌，缺乏全国性的知名度。本文从市场的角度，以品牌知名度为切入点，在比较视野下，旨在深入了解上海旅游节认知情况，具体考察上海旅游节品牌认知途径以及其影响因素。以此，概括出上海旅游节认知特征，市场认知渠道及其特点。在此背景下，本文以上海旅游节认知度为研究对象，主要探讨以下几个方面问题：第一，上海旅游节知名度分析。本文以实证调查获取第一手资料，借用品牌知名度的Graveyard模型对上海旅游节知名度进行分析，旨在了解其知名度现状和比较其与国内其它知名节庆的差距。第二，上海旅游节活动项目的认知度分析。旅游节庆产品(活动)是节庆精神的载体，上海旅游节不乏精心打造的典型活动项目。本文以实证调查为基础，从市场角度，分析上海旅游节活动项目的认知情况。第三，上海旅游节认知渠道分析。在了解上海旅游节品牌知名度和上海旅游节活动项目认知度的情况后，本文考察上海旅游节的认知渠道情况，旨在掌握上海旅游节品牌的传播途径，探讨其影响因素，以此找出提高上海旅游节品牌认知度的方法和途径。本研究分为五个章节：第一章，绪论；第二章，上海旅游节发展现状及其对都市旅游业的影响；第三章，上海旅游节认知度分析；第四章，不同群体对上海旅游节认知比较；第五章，结论与建议。更多还原

【Abstract】 Viewed from the world tourism background, Festivals and Special Events (FSE) had become an important part of international tourism destination city’s tourism resource. Since the 80s of the 20th century, Europe and the United States had strengthened FSE scientific management and market operation and made FSE an important engine to promote cities’ tourism development. In China, FSE is an important way of city marketing and the creation of city imagine. It is the key to create a tourism destination.Shanghai Tourism Festival is one of important tourism festival in China. After more than ten years of development, Shanghai Tourism Festival is far from achieving its desired goal, failed to achieve their "people’s festival" as a Purpose, and lacks strong public support. Nowadays Shanghai Tourism Festival is still a regional brand, not an international brand. From the perspective of the market, brand awareness as a focal point, and in comparative perspective, my paper aims at gaining a better understanding of Shanghai Tourism Festival brand cognitive and inspected Shanghai Tourism Festival brand recognition channels and its influencing factors. In this context, my paper mainly focuses on the following aspects:Firstly, analyzes Shanghai Tourism Festival’s brand cognitive. To understand Shanghai Tourism Festival’s status and compare with other well-known domestic festive, my paper based on empirical research to obtain first-hand information and used Graveyard model to analyze Shanghai Tourism Festival.Secondly, analyzes Shanghai Tourism Festival activities’ cognitive. Tourism festivals’ products are the carrier of festival spirit. Shanghai Tourism Festival has many of the typical activities. Based on empirical research, from the market perspective, my paper analyzes Shanghai Tourism Festival activities’ cognitive. Thirdly, analyzes Shanghai Tourism Festival’s brand recognition channels. This paper investigates Shanghai Tourism Festival cognitive channels to grasp the transmission channels of Shanghai Tourism Festival brand and its influencing factors.The study concludes five chapters: Chapter 1 is the preface. Chapter 2 is Shanghai Tourism Festival’s development status and its impact on city tourism. Chapter 3 is Shanghai Tourism Festival’s brand cognitive analysis. Chapter 4 is the comparison of Shanghai Tourism Festival’s brand cognitive in different resident groups. Chapter 5 is the conclusions and suggestions.更多还原