【作者】 潘文焰；

【导师】 仲富兰；

【作者基本信息】 华东师范大学 ， 人口学， 2014， 博士

【摘要】 人口与资源、环境、经济、社会的关系是整个人类社会可持续发展必须要高度重视的基本问题。过度依赖物质资源的传统工业经济的发展,导致了物质资源日渐见紧,人口与环境的关系日益恶化,而随着工业化后期甚至是后工业化时代的到来,经济社会的发展更加注重对低能耗、低污染、可重复利用的文化类资源的开发利用。节事资源的旅游产业化,是文化资源开发利用的重要方式,也是旅游产业发展的新方向,对优化我国的产业结构,解决人口与环境、经济、社会的矛盾具有重要意义,同时也对促进旅游业与文化节事产业的融合发展提供了理论的支撑和现实路径的指导。本研究聚焦于节事资源旅游产业化的理论与路径的研究,融理论研究与应用研究为一体。首先,本研究在充分的文献搜集和分析归纳的基础上,运用归纳推理与逻辑思辨相结合的方法,构建节事(产业)与旅游(产业)的“融合效应”理论体系,具体包括节事与旅游(两种产业)之间的(双重)集聚效应、互动效应和共生效应,三种效应的连续共同作用推动了节事与旅游的融合,催生了节事旅游产业的产生,并促进其发展。其次,基于以上理论,本研究运用现场考察体验,以及问卷、访谈相结合的方法进行了深入的案例调查,并结合演绎推理,根据“人口-产业”的视角提出节事资源旅游产业化的发展路径：即首先要对作为消费者群体的节事旅游人口进行调查分析,然后基于此,遵循“节事旅游资源的开发—节事旅游产品的生产—节事旅游产业的(综合)运营”的逻辑顺序有序开展各环节的工作。通过研究,本文得出如下主要结论,同时也是本文在研究内容上的创新性成果。(1)节事与旅游的融合效应是节事资源旅游产业化的内在机制原理。首先,节事与旅游(两种产业)的(双重)集聚效应具体包括节事的集聚效应和旅游的集聚效应,为二者之间的互动效应及共生效应奠定了基础。其次,节事与旅游的互动效应表现为客源互动、资源互动、生产互动和营销(品牌)互动等方面,其内部的作用机制为：节事活动的举办对当地旅游产业的“触媒效应”以及旅游产业基础对当地节事活动产业发展的“母体效应”,二者相互作用、彼此促进。最后,关于节事与旅游的共生效应,从“人口—产业”的视角来看,具体表现为客源在需求、认知、行为等方面的融合共生,以及产业的资源、产品和(综合)运营等多方面的融合共生,从而形成其融合共生体——“节事旅游产业”,成为一种新型的产业。(2)对节事旅游人口的属性、需求、认知及行为等方面特征的分析,是各地节事资源旅游产业化发展的基本前提。根据对不同节事活动类型的经典案例的调查结果可知,节庆活动、演唱会、体育赛事等各主要节事活动类型的消费人群在人口的基本属性、需求(动机)、认知(注意),及其行为等方面都有各自的内在特征,但也存在一些共同的规律。因此,我们应该根据这些内在的规律,并遵循各自的个性特征,有序进行节事资源的开发利用、产品的生产、产业的综合运营等方面的工作,切实推进节事资源的旅游产业化的实践发展。(3)节事本质上是一种民俗(文化)现象,因此节事资源本质上是一种民俗(文化)资源,具有自身的特征。首先,从本质属性上看,节事资源谱系主要由物质文化资源、非物质文化资源和名人文化资源三种资源类型构成。其次,根据与当地旅游业的融合程度及效应的大小,可供旅游(业)开发利用的节事(资源)可分为旅游型、强旅游型、半旅游型和弱旅游型四种类型,我们应根据其不同的特点,对其进行差别性的开发利用,促进节事与旅游的融合发展——即发展节事旅游产业。第三,从时间维度上看,对于传统节庆文化资源的(创意性)开发,应以系统论思想为指导,以尊重性、创新性、整体性、规模化为基本原则,基于节事形象识别系统(FIS)和实体运行系统,分别从空间和时间两条路径有序展开。(4)节事旅游产业链上各环节的专业化分工与产品的专业化生产是紧密相联、互相促进的。一是节事旅游产业的专业化分工,应该根据“供(应)—(生)产—(营)销”这一产业链生态的内在逻辑展开,分别从核心产业链与延伸产业链两方面构建产品体系。二是节事旅游产品的专业化生产,根据节事资源所依附的空间的不同,可以有属地化与飞地化两种空间(开发)生产模式。同时,为了更好地促进节事旅游产品专业化生产,应基于当前我国旅游业和节事活动产业的现状,注意理顺管理体制,明晰运行机制,以保障节事旅游产品专业化生产的正常进行。(5)节事旅游产业的集聚化运营是节事资源的旅游开发利用和节事旅游产品专业化生产的基础,对节事资源旅游产业化发展具有重要意义,应从空间的集聚化和营销的集聚化两方面具体展开。一是节事旅游产业的空间集聚化发展,是以节事旅游产业链的生态均衡为依托,以节事旅游产业集群为结果,以节事旅游产业集聚区为空间组织形式而展开的。具体而言,节事旅游产业集群有客源驱动型、市场驱动型和混合驱动型三种发展模式;节事旅游产业集聚区(即节事旅游综合体)的发展也有旅游景区依托型、休闲公园依托型、主题乐园依托型、文化(创意)园区依托型、游憩商业区依托型、会展设施依托型、文体场馆依托型、综合依托型等八种发展模式；节事旅游产业生态链的均衡也可从纵向与横向两个维度进行优化。二是节事旅游产业的营销集聚化,其核心就是要进行节事旅游目的地(形象)的营销,应包括目的地形象的塑造与传播两个方面。具体而言,节事旅游地形象塑造的关键任务是要从显形象和隐形象两个层面,科学建构其形象(识别)系统,通过显形象影响人们的视觉识别,借助隐形象影响受众的行为识别和理念识别；节事旅游地形象传播的本质就是对节事旅游地形象所要表现的意象进行内容策划与形象设计,从概念突破开始(准确定位形象,明晰核心理念),再进行表现创新(提炼形象符号,并规划活动系列),并通过创建适合的目的地营销机构和目的地整体营销机制来加以保障支撑。此外,本文的研究还进行了一些创新尝试,如：首先,基于人口与经济的关系这一独特的视角,创建了节事与旅游的“融合效应”理论,形成了初步的理论框架体系,并针对节事资源的旅游产业化提出了具体的实施路径框架。其次,首次根据与当地旅游业的融合程度及效应的不同,将节事(资源)分为旅游型、强烈旅游型、半旅游型及弱旅游型四种不同的节事(资源)类型,进而提出节事资源旅游开发的不同策略体系。再者,总结归纳了节事旅游产业链生态及其产品体系,提炼总结了节事旅游产业集群及集聚区的多种发展模式,以及创建了节事旅游目的地形象识别系统,等等。更多还原

【Abstract】 The relationship among population, resources, environment, economy and society is the basic problem and must be paid great attention throughout the sustainable development of human society. For over-reliance on material resources, traditional industry has led to worsening shortages of material resources and worsening of relations between population and the environment. With the arrival of late industrialization and even the post-industrial era, more attention is paid to the development and utilization of less energy consumption, less pollution, reusable cultural resources. Tourism industrialization of festival/special events resources is an important way of the development and utilization of cultural resources, as well as new direction of tourist industry, which is significant for the optimization of industrial structure and resolve contradictions among population, environment, economy and the society, meanwhile, which also provides theory support and practical guidance to promote the integration development of tourism and cultural festival/events.This study focused on theory and path of tourism industrialization of festival/special events resources, and combined theoretical and applied research. Firstly, on the basis of full literature collection and analysis induction, the study combined inductive reasoning and logical thinking to construct "merging effect" theory system of f festival/special events (industry) and tourism (industry), specifically including agglomeration effect, interactive effect and symbiotic effect between festival/special events industry and tourism industry, and all of the three effects promote the integration of festival/special events and tourism, bring about tourism industry of festival/special events, and promote its development. Secondly, relying on the above theory, this study investigated and made case analysis to use on-site experience, questionnaires and interviews, combining with deductive reasoning, Based on the Perspective "Population-Industry"to put forward the path of tourism industrialization of festivals/special events resources, namely:(Festival/special events tourism) Population analysis-resources development-production-industrial operations.(1) Merging effect between festivals/special events and tourism is the internal principle of tourism industrialization of festivals/special events resources. Firstly, agglomeration effect between festivals/special events and tourism—including agglomeration effect of festivals/special events and agglomeration effect of tourism, is the basis of interactive effect and symbiotic effect. Secondly, interactive effect between festivals/special events and tourism is embodied in customer interaction, source interaction, production and marketing (brand) interaction, and its internal mechanism is that both catalyst effect from festival/special events to tourism and maternal effect from tourism to festival/special events interact and promote each other. Finally, symbiotic effect between festivals/special events and tourism, from perspective of "population-industry", is embodied in symbiotic integration of need, cognitive, behavior of customers, and resources, products, and industrial operations of industry elements. Thereby,"tourism industry of festivals/special events " has become a new industry.(2) It’s precondition of tourism industrialization of local festivals/special events resources to analyze character, need, cognitive, behavior of population of festivals/special events tourism. The study’s survey of different classic cases showed that customers had their own internal characteristics, and also had something in common with character, need (motivation), cognitive (attention), behavior of customers from festivals, concerts, sporting events and other major festivals/special events. Therefore, according to these internal characteristics, we should follow their own traits and work orderly to exploit and develop the festivals/special events resources, manufacture products, operate industry generally, and promote tourism industrialization of local festivals/special events resources in practice.(3) The essence of festivals/special events is folk culture. Therefore, they are folk cultural resources and have their own characteristics. Firstly, essentially, pedigree of festivals/special events is mainly made up of material culture, nonmaterial culture, and celebrity culture resources. Secondly, according to the degree of integration and size of effect on the local tourism industry, festivals/special events resources available for tourism development can be divided into four types:strong tourism, tourism, semi-tourism and weak tourism. For their different characteristics, we should develop them differently and promote the integration of festivals/special events and tourism, namely, the development of festivals/events and tourism industry. Thirdly, we should base on system theory and follow the principles to develop traditional festivals culture resources, such as respect, novelty, integrity and scale. And we can use Festival Identity System (FIS) and practical operation system to develop traditional festivals resources from space orderly and time orderly.(4) The intra-industry specialization and specialized production of festivals/special events tourism industrial chain connect closely and promote each another. Firstly, the intra-industry specialization of festivals/special events tourism industry should follow its inherent logic of industrial chain ecology—"supply-production-marketing", and build product system from core and extending industry chain respectively. Secondly, specialized production of festivals/special events tourism goods can have two space development modes on basis of its local space, namely localized development and enclave development. Meanwhile, in order to promote specialized production of festivals/special events tourism goods, we should consider current status of China’s tourism industry and festivals/events activities, improve the management and operating mechanism to guarantee their normal operation. (5) Centralized operation of festivals/events tourism industry is the foundation of developing festivals/events sources and specializing production of festivals/events tourism goods. It is significant for tourism industrialization of festivals/events resources and should be carried out from space and marketing centralization. Firstly, the space centralization of festivals/events tourism industry is based on the ecological balance of festivals/events tourism industry chain, and industry cluster and cluster area as a result. Specifically, industry cluster of festivals/events tourism has customer-driven, market-driven and mixed-driven modes. While, industry cluster area of festivals/events tourism (namely, general entity of festivals/events tourism) has8support types of scenic spot, leisure park, theme park, culture (creative) park, Recreational Business District, Conference and Exhibition Facilities, sports venue and comprehensive ones. Festivals/events tourism industrial chain ecology can be optimized from both the vertical and horizontal dimensions. Secondly, the core of marketing centralization of festivals/events tourism industry is image marketing of festivals/events tourism destination, and it includes the shape of destination image and its spread. Specifically, the key to shape the image of festivals/events tourism is to build image (identification) system scientifically from dominance and recessive image, and impact on people’s visual image recognition by dominance image and impact on people’s behaviors and ideas by recessive image. While, the essence of image spread of festivals/events tourism destination is to design plans and strategies of imagery and contents. In order to guarantee its effective spread, we can begin with breakthrough from concept (make accurate image and core ideas), and then innovation (refine the image symbol and plan activities), and establishment of suitable marketing institution and general marketing mechanism of destination.In addition, the study also had some other innovations. For example,"merging effect" theory system was created from the unique perspective of relationship between population and economy. What’s more, specific path framework of tourism industrialization of festivals/special events resources was put forward. Moreover, according to integration degree and effects of local tourism, classification system of tourism development was proposed for the first time. And we also built festivals/special events tourism industrial chain ecology and product system, summarized development model of industrial clusters and area of festival tourism, created Festival Identity System of tourism destination, and so on.更多还原