基于节庆营销的旅游目的地文化品牌塑造研究——以永州柳文化节为例.docx

基于节庆营销的旅游目的地文化品牌塑造研究——以永州柳文化节为例
摘要：
节庆营销在现代旅游市场中被广泛应用，可以促进目的地的旅游业发展。本文以永州柳文化节为例，探讨了中小型城市旅游目的地在节庆营销中文化品牌塑造的重要性和实现的方法。研究结果表明，文化品牌塑造应该注重产业升级、包装设计、旅游宣传等方面，从而提高目的地品牌的知名度和美誉度，吸引更多的游客前来旅游。
关键词：节庆营销；文化品牌；旅游目的地；永州柳文化节
Introduction:
Inrecentyears,thetourismindustryhasbecomeakeydriverofeconomicdevelopmentinmanycountriesaroundtheworld.Asaresult,destinationbrandinghasbecomeincreasinglyimportantforsmallandmedium-sizedcitiestoattractmoretourists.Festivalmarketing,asakindoftourismmarketingstrategy,hasbecomemoreandmorepopular,andhasbeenwidelyusedtopromotedestinationbranding.Inthispaper,wetaketheLiuyangCulturalFestivalinYongzhouasanexampletoexploretheimportanceofculturalbrandinginfestivalmarketingforsmallandmedium-sizedcitytourismdestinations,andproposemethodstoimprovedestinationbrandawarenessandreputation.
ImportanceofCulturalBrandinginFestivalMarketing:
Asaspecialmarketingstrategy,festivalmarketingcannotonlyenhancetheattractivenessofthedestination,butalsopromotethedevelopmentoflocalculture,andstimulatethelocaleconomy.Therefore,forsmallandmedium-sizedtourismdestinations,festivalmarketingisparticularlyimportant.Atthesametime,intheprocessoffestivalmarketing,culturalbrandingisanindispensablepartofdestinationbranding.Becausetheculturalheritageofacityisthefoundationofitsbrand,culturalbrandingisofgreatsignificancetothetourismdestinationitselfandthepromotionoffestivalmarketing.InthecaseoftheLiuyangCulturalFestival,culturalbrandingisthekeytosuccess.
MethodsofRealizingCulturalBrandinginFestivalMarketing:
(1)Upgradeofindustrialproduction
Thefirststepinrealizingculturalbrandinginfestivalmarketingistoupgradetheindustrialproduction.Theculturalindustryisoneofthemostimportantindustriesthatcanstrengthenadestination'sbrandimage.Byimprovingculturalproduction,touroperatorscanattractmoretouriststothedestination,promotethedevelopmentoflocalculturalindustry,andestablishbrandawareness.
(2)DesigningPackaging
Designingpackagingisthesecondstepinrealizingculturalbrandinginfestivalmarketing.High-qualitypackagi