摘要：城市旅游形象是城市发展旅游的核心竞争力。为了维持一个旅游城市在人们心中的鲜活力，更多的城市致力于打造独特的、鲜明的城市旅游形象。在城市的旅游形象研究中，学者们发现节庆活动与城市旅游形象关系密切。以三亚为例展开研究，发现节庆活动对城市旅游形象在展示城市旅游形象、深化游客文化感知、美化城市旅游环境、展现城市文化精神及丰富城市旅游形象内涵方面具有重要的作用。但同时发现节庆活动举办企业过于追求经济利益，这也会使城市旅游形象受到阴影蒙蔽。最后结合问卷调查提出相关建议，以期为国内各区域城市旅游形象的塑造提供借鉴。

关键词：节庆活动；旅游形象；城市旅游；三亚

Research on the Festival activity and the Image Building of Urban Tourism - - Taking Sanya as an Example

Abstract：Urban tourism image is the core competitiveness for the development of urban tourism. In order to maintain the vitality of a tourist city in the hearts of people, more cities are committed to creating a unique, distinctive urban tourism image. In the study of urban tourism image, scholars have found that there is a close relationship between festival activity and urban tourism image. Taking Sanya as a case study, it is found that festival activity has an important influence on the image of urban tourism in deepening the impression of tourists on the local culture, improving the urban infrastructure, adding the vitality of the city, making the tourism image more vivid and improving the city 's visibility. At the same time it is found that some

enterprises tend to weight the economic interests heavily, which will lead to the the image of urban tourism covered by the shadow. Finally, putting forward some relevant advice according to the questionnaire, so as to provide reference for the shaping of the regional tourism image.

Keywords: festival activity; tourism image; city tourism; Sanya

目录

0引言 1

1节庆活动与城市旅游形象的相关概念 1

1.1节庆活动的概念 1

1.2城市旅游形象的概念 2

2三亚节庆活动及城市旅游形象发展现状 3

2.1三亚的城市旅游形象概况 3

2.2三亚的节庆活动现状 4

2.2.1三亚节庆活动开发条件分析 4

2.2.2三亚节庆活动开发现状 5

3节庆活动对塑造三亚旅游形象的作用 7

3.1提高城市知名度，展示城市旅游形象 7

3.2传播城市节庆文化，深化游客文化感知 7

3.3改善城市基础设施，美化城市旅游环境 8

3.4提高市民素质，展现城市文化精神 9

3.5增添城市活力，丰富城市旅游形象内涵 9

4借助节庆活动提升三亚旅游形象的建议 10

4.1突显传统民俗文化，提高城市旅游形象识别度 10

4.2塑造品牌节庆活动，打造城市旅游形象名片 11

4.3提高民众参与节庆活动的热情，增强游客的形象认可 12

4.4合理安排节庆活动的举办时间，加深游客的形象感知 12