节事营销视域下主题公园演艺活动游客满意度研究--以深圳欢乐谷为例  

Research on Tourist Satisfaction of Theme Park Performing Arts Activities from the Perspective of Festival Marketing:Taking Shenzhen Happy Valley as an example

作　　者：伍新蕾[1] 陈思瀚 徐沛 WU Xinlei;CHEN Sihan;XU Pei(Faculty of Business Administration,Heyuan Polytechnic,Heyuan 517000,Guangdong,China;Management College,Guangdong Polytechnic Normal University,Guangzhou 510665,China)

机构地区：[1]河源职业技术学院工商管理学院,广东河源517000 [2]广东技术师范大学管理学院,广州510665

出　　处：《科技和产业》2023年第8期51-55,共5页Science Technology and Industry

基　　金：2021年及2022年广东省科技创新战略专项资金(“攀登计划”专项资金)项目(pdjh2021b0929,pdjh2022b1008);2022年河源市哲学社会科学规划重点课题(HYSK22Z08)。

摘　　要：在梳理文献和分析主题公园节事运营现状的基础上,聚焦节事营销常态化趋势下优化主题公园演艺活动质量与游客满意度的相关研究,以深圳欢乐谷的潮玩节暨黑色糖果音乐盛典的各类演出为例,调研参与游客基本信息及观演满意度等数据。根据数据分析结论提出明确受众画像、关注游客良好体验的演艺表演项目设计、营造演艺类节事的定制化亮点营销主题等策略,为主题公园优化演艺活动质量、改善节事营销效益提供借鉴。Based on the literature review and analysis of the current situation of theme park festival operation,the research of optimizing the quality of performing arts activities and tourists’satisfaction in theme parks is conducted under the trend of normalized festival and event marketing.Taking the various performances of the Chao Play Festival and Black Candy Music Festival in Shenzhen Happy Valley as an example,the basic information of the participating tourists and the satisfaction of the performance is studied according to the data analysis conclusion put forward specific audience.The good experience of tourists performing arts project design is summarized.The customized highlight marketing theme of the performing arts festival is studied in order to optimize the quality of performing arts activities for the theme park,and reference is proposed to improve the marketing efficiency of the festival.

关 键 词：演艺活动 主题公园 节事营销 满意度 深圳欢乐谷 

分 类 号：F592.6[经济管理—旅游管理]