基于SCP模型的节庆旅游市场结构体系优化研究——以宁德市中国白水洋文化旅游节为例  

Study on the Optimization of Structure System of Festival Tourism Market on Basis of SCP Mode: a Case Study of Baishuiyang Cultural Tourism Festival

作　　者：吕群超[1] 谢新丽[1] 谢新暎[1] 郑立文[1] 

机构地区：[1]宁德师范学院旅游系,福建宁德352100

出　　处：《云南农业大学学报（社会科学版）》2013年第3期47-51,共5页Journal of Yunnan Agricultural University(Social Science)

基　　金：福建省教育厅社会科学资助项目(JA12350S)

摘　　要：市场结构及其体系直接影响旅游节庆的效益和竞争力。SCP模型作为一种研究结构—行为—绩效的普遍范式对于研究节庆市场结构体系优化具有重要意义。研究表明宁德市白水洋文化旅游节市场需求量小、市场结构单一和市场外部依赖性强。其受运作理念、节庆产品结构、品牌知名度和营销模式等因素影响。文章在分析原因的基础上提出了实现白水洋文化旅游节市场结构体系优化的具体措施。The structure and system of market directly influences the benefit and competence of tourism festival. SCP model, as a mode for structure-conduct-performance, is vital for the study of op- timization of structure and system of festival market. It is noted that the needs to the Baishuiyang cul- tural tourism festival is less, the market structure is single and the external dependencies is strong. It is influenced by the idea, the structure of festival products, brand and marketing modes. On basis of analyzing the causes, this paper puts forward the steps to optimize the market structure of Baishuiyang cultural tourism festival.

关 键 词：SCP模型 节庆旅游 市场结构 

分 类 号：F59[经济管理—旅游管理]