基于政策工具的江浙沪地区旅游演艺政策研究  

Research on Tourism Performing Arts Policies in Jiangsu,Zhejiang and Shanghai Based on Policy Instrument

作　　者：吴瑶 卓文慧 卫玉倩 WU Yao;ZHUO Wenhui;WEI Yuqian(School of Economics and Management,Zhejiang Ocean University,316000,Zhoushan,Zhejiang,China)

机构地区：[1]浙江海洋大学经济与管理学院,浙江舟山316000

出　　处：《特区经济》2025年第4期120-124,共5页Special Zone Economy

基　　金：2023年度舟山市社会科学研究重点规划课题“基于动机驱动因素的海岛夜间旅游依恋研究”。

摘　　要：旅游演艺是文化和旅游融合的创新载体和展现形式,是旅游产业和文化产业深度融合高质量发展的着力点。在文旅融合大背景下,旅游演艺这一新型业态得到了国家高度重视,浙江、江苏、上海等省(市)政府也率先做出政策回应。本研究借助Nvivo11软件对江浙沪地区107份旅游演艺政策文本进行了政策工具—政策周期—政策目标的三维编码分析。研究表明:政策数量呈逐年增长趋势,浙江省发文量最多,但专项政策数量较少。三种政策工具使用较全面,但环境型政策工具使用过溢,外部环境仍需优化。政策周期以精品打造阶段为主,浙江省和上海市已形成集聚区,江苏省还有待提升。政策目标以产业兴盛为重点,对文化繁荣和品牌塑造的关注相对较少。文后,提出优化专项政策、均衡政策工具和协调多元目标等相关建议,以期为我国旅游演艺政策制定者提供决策参考。Tourism performing arts is an innovative carrier and manifestation of the integration of culture and tourism,and a focus for the deep integration and high-quality development of the tourism and cultural in⁃dustries.In the context of cultural and tourism integration,the new form of tourism performing arts have re⁃ceived high attention from the country,local governments in Zhejiang,Shanghai and Jiangsu provinces also took the lead in making policy responses.A three-dimensional coding analysis of policy instruments,policy cycles,and policy goals was conducted on 107 tourism performing arts policy texts in the Jiangsu Zhejiang Shanghai region using Nvivo11 software.Research shows that the number of policies is increasing year by year,with Zhejiang Province having the highest number of publications but a relatively small number of spe⁃cial policies.The three policy instruments are relatively comprehensive in use,but the use of environmen⁃tal policy instruments is excessive,and it is necessary to optimize the external environment.The policy cycle is mainly focused on the stage of creating high-quality products.Zhejiang Province and Shanghai have formed clusters,while Jiangsu Province still needs improvement.The policy goal focuses on industrial pros⁃perity,with relatively little attention paid to cultural prosperity and brand building..Finally,relevant suggestions such as optimizing special policies,balancing policy instruments,and coordinating diverse goals are proposed,with the aim of providing decision-making references for Chinese tourism performing arts policy makers.

关 键 词：旅游演艺 政策工具 政策研究 江浙沪地区 

分 类 号：G[文化科学]