培育节庆活动 营销西部旅游目的地

随着旅游业的发展，旅游目的地竞争越来越激烈，目的地形象的塑和推广成为竞争的重要手段。节庆活动既是目的地形象的载体，又是形象传播最有效的方式之一，对西部旅游目的地营销有着特殊重要的意义。西部旅游目的地要从实际出发，培育有西部特色的节庆活动，同时要注意以下问题：节庆活动规模和参与度；节庆活动的形式和内容；国际体育旅游活动的开发；提高服务水平。

Marketing Tourism Destinations in Western Region With Cultivation of Festival Activities

With the development of tourism industry,the competition between tourism destinations have become more and more furious.Creating and promoting destination image has become an important competitive means.Festival activities are not only image carriers,but also one of the most effective measures for image dissemination.It is of great significance for tourism destination marketing in western regions.It is important to cultivate festival activities with western characteristics.The follows problems deserve our attention:the scope of festival activities and degree of participation,the form and content,the development of international sports tourism activities and the upgrading of service level.