第三产业的发展,成为一种健康、低碳的经济增长方式,特别是第三产业中的

旅游服务业,逐渐成为服务业的支柱产业。旅游产业不仅能给当地带来直接的经济

利益,还能够间接地刺激当地的消费水平,提高精神文明建设的水平,满足人们精

神层次的需求,符合当代休闲文化的发展特色。文化搭台,经济唱戏,已经成为许

多地方政府发展当地经济的共识,很多地方政府借助当地独特的民俗传统的和历史

文化,大力挖掘打造新型的节会活动来开拓新的旅游资源,吸引外来游客,并且能

够凭借节会活动的平台,招商引资,给本地经济带来生机活力。正式在这样一种背

景下,各地政府纷纷上马各种各样的节会活动,如“风筝节”、火把节”、“杜鹃花

节”等。有些品牌的节会活动已经具有相当大的影响力,直接产生的经济效益就高

达数十亿元,更是能拉动一条相关产品的产业链条发展,如山东廊坊的国际风筝节。

但是更多的是那些地方政府举办的带有地区性的节会活动,这些节会活动门槛低、

缺乏鲜明的特色,大多通过短期的营销来吸引眼球,1 一3年时间内,这些节会活动

就销声匿迹,浪费人力、财力,给社会资源造成了极大的浪费。如何按照标准化的

流程来筹划节会活动,怎么将这些节会活动有效率地推向市场,按照什么样的标准

在对节会会活动推广的结果进行评价,这正是本文试图研究的问题。本文从节会活

动的组织力度、执行质量、运营效果和后续的影响力等四个方面来建立了一个指标

框架,然后再这个框架体系中又设置了一些明细、具体的考核项目,用来全方位对

一个节会活动的评价。

关键词:节会活动;推广;评价指标体系

Abstract

The development of the third industry, become a healthy, low carbon mode of

economic growth, especially in the third industry tourism service industry, has become a

pillar industry in the service industry. The tourism industry can not only bring the direct

economic benefits to the local, but also can indirectly stimulate the local consumption

level, enhance the building of spiritual civilization level, satisfy the people's spiritual

needs, in line with the development characteristics of the contemporary leisure culture.

Cultural stage, economic singing opera, has become in many local governments to

develop local economy consensus, many local governments with the unique local folk

tradition and history and culture, vigorously tap to create new festival activities to

develop new tourism resources, attract foreign tourists, and to rely on festival activities

of the platform, investment, bring vitality to the local economy. In such a context, local

governments have launched activities of various festivals, such as the Kite Festival,

Torch Festival, azalea Festival etc.. Some brands of festival activities have

considerable influence, direct economic benefit of billions, was able to pull a related

products industry chain development, such as the Shandong Langfang City international

kite festival. But more is the activities of some local government organized a regional

Festival, the festival activities threshold low, the lack of distinctive features, mostly

through short-term marketing with attract eyeball, 1 - 3 years,the festival activities will

disappear from the scene, the waste of manpower, financial resources, resulting in a

tremendous waste to the society resources. According to the standardized processes for

planning festival activities,how will these sections will efficiently activities to the market,

were evaluated according to what kind of standards on festival activities will result,

which is this paper attempts to study the problem. The article from four respects of

festival activities of the organization, implementation, operation effect of strength quality

and subsequent influence to set up an index framework, and then the framework and set

up some detailed, specific assessment project, evaluation to a full range of a festival

activities.

Key-words: Festival activities; Promotion; Evaluation index system