后奥运旅游产品探析  

Analysis of post-Olympic tourist products

作　　者：季克异[1,2] 兰少军[3] 

机构地区：[1]教育部 [2]中国教师发展基金会,北京100032 [3]中央财经大学体育教学部,北京100081

出　　处：《体育学刊》2009年第4期23-26,共4页Journal of Physical Education

摘　　要：现代奥运会既是竞技体育大会,也是拉动大众消费的营销活动。伴随着奥运会的脚步,北京在国际上的知名度明显提高。中国已成为世界上第4大入境旅游接待国,充分利用奥运效应,使2008年北京奥运会成为中国旅游业发展的推进剂,有多种选择和措施,如充分利用奥运旅游的文化特征,形成具有北京特色的旅游文化;突出奥运特色,树立整体奥运旅游形象;充分利用北京旅游资源,发展多种形式的旅游产品;借奥运之机,全力打造北京旅游品牌;举办标志性活动并将活动运作系列化;建立健全旅游纪念品的销售网络;与国外旅游企业建立战略联盟。Modern Olympic Games is a competitive sports assembly,and also an occasion for promoting mass con-sumption.With the development of the Olympic Games,the international fame of Beijing is significantly uplifted.China has become one of the top 4 foreign tourist reception countries in the world.There are many choices and measures for fully utilizing the Olympic effect to turn Beijing Olympic Games 2008 into a propellant for the devel-opment of tourism in China,such as fully utilize the cultural characteristics of Olympic tourism to form a tourism culture with Beijing features;highlight Olympic features and establish the overall image of Olympic tourism;fully utilize tourism resources in Beijing to develop tourist products in various forms;utilize opportunities in the Olympic Games to build the Beijing tourism brand in full power;hold signature events and serialize their operations;estab-lish a completed tourist souvenir sales network;establish a strategic alliance with foreign tourism enterprises.

关 键 词：奥林匹克运动 北京奥运会 旅游产品 后奥运 

分 类 号：G80[文化科学—运动人体科学]