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本文在开封市创建国际文化旅游名城,营造满城宋韵的城市形象大背景下,通过深入挖掘大宋上元灯会的历史渊源,将开封地区传统民俗活动开发成为节庆旅游特色品牌,分析确定大宋上元灯会节庆旅游品牌定位策略,进行品牌识别系统设计,将大宋上元灯会打造成为开封旅游的崭新名片。品牌的塑造有利于降低消费者购买旅游产品无形服务的风险,为旅游者提供消费导向,并产生持久的扩散效应,从而获得游客的普遍认可,巩固旅游地与游客间的关系。大宋上元灯会作
This paper explores the historical origins of Shangyu Shangyuan Lantern Festival under the background of establishing an international cultural and tourism city in Kaifeng City and creating the city image of Songyun City in the Song Dynasty. It will develop the traditional folk activities in Kaifeng into a characteristic tourism festival brand, Festive tourism brand positioning strategy, brand identification system design, will be the Song of Yuan Lantern Festival will become a brand new business card for tourism in Kaifeng. The shaping of the brand is conducive to reducing the risk of consumers buying intangible services for tourism products, providing consumers with consumption-oriented and long-lasting diffusion effects, thereby obtaining the general recognition of tourists and consolidating the relationship between tourist destinations and tourists. Big song lantern will be made