湖州旅游节庆开发策略研究

旅游节庆是一种综合性的旅游产品，在提高区域知名度，传播区域文化，塑造区域旅游品牌，带动地区经济与发展等方面具有重要作用．近年来，湖州旅游节庆发展迅速，但同时也存在定位不明、市场化程度低、民众参与不广泛、营销力度不够等问题．在分析湖州旅游节庆发展现状和存在问题的基础上，从节庆品牌打造、运作模式、参与主体多元化、加强营销力度、培养专门人才和重视节庆商品开发等方面，对湖州旅游节庆的开发提出了一些策略．

A Research on the Tourism Festival Development in Huzhou

The tourism festival is a comprehensive tourist product, and it plays a very important role m upgrading the fame, disseminating the culture, shaping the tourism brand, accelerating economy and the society development of an area. In recent years, the tourism festival is developing very fast in Huzhou city, but there are many problems of unclear festive positioning, low market mechanism, and low public participation. Based on the present situation and some existing problems about tourism festivals in Huzhou city, this paper offers some suggestions to exploit tourism festivals in Huzhou city in operation mode, diversification festival participative cultivating professional talents, developing body, cultivating festival brand, strengthening marketing, tourist festival commodities and so on.