摘要：在体验经济时代到来的今天，旅游因契合了人们对更高生活质量的需求，成为世界范围内最具活力和潜力的新兴产业之一。在旅游业受到重视的同时，旅游业的品牌化进程在新世纪中也日益受到各方重视。与此同时，全国各地推出了许多以拉动区域经济和文化发展为目的的节庆活动。而这些节庆活动在推广目的地形象、传播区域文化、塑造区域旅游品牌、促进对外经贸合作、带动经济发展上具有重要作用。本文以节庆活动为主线，通过分析大型节庆活动与旅游品牌的关系，结合我国目前对旅游品牌塑造方面存在问题的分析，以广州七夕乞巧文化节实证分析为例，探讨如何将城市旅游资源进行有效的整合，塑造新颖的、独特的旅游品牌，从而激发旅游者潜在的旅游动机，实现促进旅游经济增长的目标。

关键词：节庆活动，旅游品牌，品牌塑造，乞巧文化节

Abstract：In experience economy era today, tourism due to the people of a higher quality of life needs, to become the world 's most dynamic and potential of emerging industries.While the emphasis has been put on tourism,the brand process of tourism has also caught the attention of many sections in the new century.Meanwhile,the whole country put forward a lot of activities to push the development of regional economy and culture.These festive activities in the promotion of destination image,transmission of regional culture,shaping the regional tourism brand,to promote foreign economic and trade cooperation,promote economic development has an important role in.The festival activities as the main line,through the analysis of large festivals and tourism brand relationship,With China's current tourism brand on the analysis of some problems,Guangzhou July 7th Qiqiao Festival empirical analysis as an example,To explore how to city tourism resources for effective integration,create new,unique tourism brand,thus stimulates the tourist potential tourism motivation,realize the promotion of tourism economic growth target.

Key Words:Festival activities;Tourism brand;Brand building;Qiqiao Cultural Festival

　　　节庆活动品牌化是一个长期的系统过程，如同普通商品一样，只有经过成功的开发与经营运作才能成长为品牌，才能实现由小品牌到大品牌再到名牌的发展过程。创新的节庆策划、高效的市场运作、全面的营销推广、科学的节庆管理，这些工作的执行过程可以是是节庆活动的品牌化过程，任何一个环节都是节庆品牌建设的保障，任何一个环节的失误都会影响到节庆的品牌建设。旅游品牌的塑造离不开以大型节庆活动为依托，以现有各类旅游资源合理配置、有效整合为基础，努力提升品位，扩大规模，融入市场创新发展机制，这样，才可以提高节庆活动的竞争优势，最终实现旅游品牌，目的地经济和社会的共同发展。