摘要
旅游节庆活动对于促进地方经济社会的发展具有十分重要的作用。河池铜鼓山歌艺术节已成功举办14届,创造效益的同时也存在游客参与度不高;基础设施薄弱,游客花费成本高;宣传不到位,营销渠道不畅通;节庆活动效果没有及时反馈等问题。运用4Cs营销理论从充分考虑游客的需求、降低游客购买成本、为游客提供便利、与游客沟通交流四个方面提出河池铜鼓山歌艺术节的营销策略,为旅游节庆的市场营销工作提供参考。
Tourism festivals are very important in promoting the local economic and social development.Hechi Timbal Folk Songs Art Festival has been successfully held for 14 sessions. While creating benefits,there are some problems,such as low tourists participation,weak infrastructure,high cost for tourists;obstructed marketing channel and late feedback. The paper uses the 4Cs theory to propose marketing strategies for Hechi Timbal Folk Songs Art Festival from the following aspects：fully considering the needs of tourists,reducing costs,providing convenience for tourists,communicating with tourists,and providing a reference of marketing for tourism festivals.
出处
《广西财经学院学报》
2014年第4期89-92,118,共5页
Journal of Guangxi University of Finance and Economics
基金
广西高等学校科研项目"节庆旅游发展研究--以广西为例"(201204LX407)
关键词
4Cs营销理论
旅游节庆
河池铜鼓山歌艺术节
营销策略
4Cs marketing theory
tourism festivals
Hechi Timbal Folk Songs Art Festival
marketing strategies
