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自2004年第一部山水实景演出公演后,实景演出类旅游产品在我国掀起一股热潮,各地纷纷效仿,但其作为一种创新型的旅游产品在发展过程中也有着很多值得深入研究的问题。文章以《印象西湖》为例,介绍了我国大型实景演出的概况。在其现状的基础上对该类旅游产品的营销模式以及其与社会经济文化的互动做了分析。肯定了其作为旅游产品在旅游业内的产品创新以及其独特的营销策略,并进一步分析了在其发展过程中可能引发的问题。并指出通过研究这种模式得到的启示,以及以后得发展道路中要学会理性看待实景演出,正确处理其涉及的各方面利害关系,以达到综合效益最大化的效果。
Since 2004, the first live performances of landscape performances, the real performance of tourism products in our country set off an upsurge, all around to follow suit, but as an innovative tourism products in the development process also has a lot of issues worthy of further study . Taking “Impression West Lake” as an example, the article introduces the general situation of large-scale live performances in our country. Based on the current situation, this article analyzes the marketing mode of this kind of tourism product and its interaction with social economy and culture. Affirmed its product innovation as a tourism product in the tourism industry and its unique marketing strategy, and further analyzed the problems that may arise in its development. It also points out that enlightenment obtained through studying this model and the future development path should learn to take a rational view of the live performance and correctly handle the various interests involved in it so as to achieve the effect of maximizing the comprehensive benefits.