成都地区古镇民俗旅游广告现象分析——以洛带、黄龙溪、赵镇为例  

Analyze the Phenomenon of the Folk Custom Tourism Advertisement of Chengdu Ancient Town:Take Luodai,Huanglongxi and Zhaozhen as Examples

作　　者：王颖[1] 肖建春[1] 

机构地区：[1]成都理工大学商学院,成都610059

出　　处：《成都理工大学学报（社会科学版）》2008年第2期101-106,共6页Journal of Chengdu University of Technology:Social Sciences

基　　金：四川省哲学社会科学"十一五"规划课题基金资助项目"四川民俗旅游经济市场运作的研究"的成果之一(SC06B069)

摘　　要：目前,成都的古镇民俗旅游业发展方兴未艾,其中民俗旅游广告起到了巨大的推动作用。以成都市的三个古镇为例,其民俗旅游广告可分为匾联招幌型、市声招徕型、风土人情展示型、盛大民俗活动型等四大类。从目前来看,成都地区古镇民俗旅游广告市场有了长足的发展,但也存在着广告形式同质化、广告内容重复等问题,需要广告业者整合资源、统筹推广,同时还需要把广告的内容和形式与其核心诉求互融,把古镇民俗旅游广告与阶段性民俗主题活动和整合营销活动相结合,使其更适应民俗旅游业的发展。In resent years, ancient town tourism is in the ascendant in our country, the folk custom tourism advertisement plays an important role in ancient town. Take three ancient towns as examples, this advertisement may divide into four kinds, such as tablet ad, oral ad, display of local conditions and customs ad, various folk-custom activity ad and so on. From the current situation, the market of folk custom tourism advertisement of Chengdu ancient town has a rapid development, though several problems of these advertisements need integrated resources and planned promotion, for example, the pattern of advertisement is similar, the content is redundant. In order to promote it , we merge the content and pattern of advertisement into the core demands of the ancient town, the same to the folk custom activity into the integrated marketing communication.

关 键 词：成都古镇 民俗旅游 广告现象 传播形式 整合营销 

分 类 号：F590.8[经济管理—旅游管理]