文旅消费增长点发掘与品牌塑造研究——以山东省德州市为例  

Research on the Development and Brand Shaping of Culture and Tourism ConsumptionGrowth Point:A Case Study of Dezhou City,Shandong Province

作　　者：甘婷 张文法 Gan Ting;Zhang Wenfa(Shandong Huayu University of Technology,Dezhou Shandong 253034)

机构地区：[1]山东华宇工学院,山东德州253034

出　　处：《对外经贸》2025年第4期95-98,109,共5页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：2024年德州市人文社会科学新型智库课题“我市新型农业经营主体培育发展问题与对策研究”。

摘　　要：为探讨德州市文娱旅游消费增长点挖掘与品牌塑造策略,以应对文旅融合背景下的市场需求和政策支持,通过收集2012—2023年的相关数据,采用多元线性回归分析方法,研究了影响德州市文旅收入的关键因素。研究发现,游客数量、文娱演出活动、文旅管理费用、人均公园绿地面积、文化娱乐服务消费支出等变量对文旅收入有显著正向影响。基于实证分析结果,提出了德州市文旅品牌定位、宣传、形象创新策略,以期为德州市文化旅游产业的发展提供参考。In order to explore the excavation and brand shaping strategies of Dezhou'entertainment and tourism consumption growth point in order to respond to market demand and policy support in the context of cultural tourism integration,by collecting relevant data from 2012-2023,a multi-linear regression analysis method is used to study the research method to study,researching the research method,research a key factor affecting the income of cultural tourism in Dezhou.Studies have found that variables such as number of tourists,entertainment performance activities,cultural tourism management costs,per capita park green space area,and consumption expenditure of cultural and entertainment services have a significant positive impact on cultural tourism income.Based on the results of empirical analysis,the strategy of positioning,propaganda,image shaping,and innovation of the cultural tourism brand of Dezhou City is proposed in order to provide reference for the development of the cultural tourism industry in Dezhou.

关 键 词：消费增长点 品牌塑造 文娱旅游 

分 类 号：F592.7[经济管理—旅游管理]