在信息时代，节事旅游是由于旅游和节事相互关联而产生的一门新兴边缘学科。作为一本旅游管理专业本科生的教材，本书的主要目的在于为节事活动和节事旅游的相关理论及实践教学和研究建立一个简明的理论基础，并在此基础上介绍节事活动和旅游的基本实操程序及原理。纵观全书，以下两个特点是值得强调的：个特点，将节事活动的理论和实操环节分为不同的篇章进行编排，让读者能够更清晰地建立理论构架，并更好地将理论构架运用到实操当中；第二个特点，按照节事活动的流程和步骤编排相应篇章的内容，便于读者按照章节内容进行节事活动的策划、组织与管理，更有利于读者理清思路。In the information age， due to the connection of tourism and event， event tourism is an emerging interdisciplinary subject. As a textbook of majoring in tourism management， the main purpose of this book is to establish a simple theoretical basis for event activities and related theories and practical teaching and research on event tourism，and is to introduce the basic principle and practical operation of event activities and tourism.Throughout the book， the following two features are worth highlighting. On the one hand， the principle and practical operation of the event activities are divided into different chapters， allowing the readers to establish a theoretical framework， which applies to practical operation. On the other hand， followed by the contents of the process and procedures， readers can get further information on planning， organization and management.
基础理论篇
Basic Theory3
章节事概述
Chapter 1The Generality of the Festival & Special Event节节事的概念/3
The concept of the Festival & Special Event第二节节事的特点和内涵/6
Characteristics and connotation of the Festival & Special Event第三节节事的类型/11
The types of the Event18
第二章节事旅游概论
Chapter 2The introduction ofthe FSE节节事旅游的基本概念和特点/18
The basic concept of FSE第二节节事旅游的作用/21
The functions of FSE第三节节事旅游的类型及开发原则/23
The types and development of the FSE28
第三章节事旅游的旅游者、旅游产品及旅游产业
Chapter 3Tourists，Tourism Products and Tourism Industry of Event Tourism节节事旅游的旅游者/29
Tourists of Event Tourism第二节节事旅游的旅游产品/32
Tourism Products of Event Tourism第三节节事旅游的旅游产业/37
Tourism Industry of Event Tourism45
第四章节事研究与发展
Chapter 4The research and development of FSE节节 事 研 究/45
The research of FSE第二节国外节事研究及其发展/48
The research and development of FSE in foreign country第三节国内节事研究及其发展/53
The research and development of FSE in our country目录 活动策划篇
Activity Planning61
第五章节事活动策划的基本流程
Chapter 5Basic Process of Event Planning节节事活动策划概述/61
Overview of Event Planning第二节节事活动策划的内容、流程、方法/65
Content，Process and Method of Event Planning第三节节事活动策划的作用、特点、理念及原则/71
Function，Characteristics and Principles of Event Planning77
第六章节事活动策划的可行性分析
Chapter 6The feasibility analysis for the festival activities planning节可行性分析的概述/78
An overview of the feasibility analysis第二节节事活动可行性分析的流程与内容/80
Festival activities in the process of feasibility study and content第三节节事活动的可行性市场分析/83
The feasibility of the festival activities market analysis89
第七章节事活动的形象策划
Chapter 7Festival and Events Tourism Image Planning节旅游节事主题形象策划/89
Festival and Events Tourism Theme Image Planning第二节节事旅游品牌管理/100
Festival Tourism Brand Management118
第八章节事活动的营销策划
Chapter 8Festival activities of marketing planning节市场营销策划概述/118
Marketing planning overview第二节目标市场分析/123
Targeted Marketing Analysis target market analysis第三节营销策划方案的设计/125
The design of the marketing planning scheme第四节公共关系策划和宣传推广/131
Public relation planning and marketing141
第九章节事活动策划案的编写
Chapter 9Documents Writing of Events节节事策划案的作用与种类/141
Function and type of Event Planning Scheme第二节节事策划案的基本范式与内容/143
Structure and Content of Event Planning Scheme第三节节事活动策划案的撰写/145
Writing of Event Planning Scheme活动管理篇
Activity Management153
第十章节事活动的组织结构策划
Chapter 10Organization Structure of Event节节事活动的组织结构设计/153
Organization Structure Planning of Event第二节节事活动项目团队管理/158
Project Team of Event第三节节事活动组织沟通和冲突管理/164
Communication and Conflict Management of Event175
第十一章节事旅游的项目进度管理与时间节点控制
Chapter 11The Project Schedule Management and Time Nodes Control of Festival and Events Tourism节节事旅游的项目进度管理/176
The Project Schedule Management of Festival and Events Tourism第二节节事项目活动的时间节点控制/190
The Time Nodes Control of Festival and Events Tourism197
第十二章节事活动的财务管理与成本控制
Chapter 12Financial management and cost control of Events节节事活动的财务管理概述/197
An overview of the financial management of Events第二节节事活动的财务成本控制/200
Financial cost control of Events第三节节事活动的财务评估/206
Financial evaluation of Events节事活动篇
Festival & Event217
第十三章西方传统节事活动
Chapter 13Traditional Event Activities节西方传统节事活动/217
Western Traditional Event Activities第二节近代节事活动/228
Event Activities in Modern Times第三节涉外节事活动常用语/232
Useful Expressions of Event Activities in Foreign Affairs236
第十四章中国传统节事活动
Chapter 14Chinese traditional festival activities节中国古代节俗活动/236
The Festival activities in ancient China第二节中国近现代节事活动/242
The Festival activities in modern China250
第十五章现代节事活动
Chapter 15Modern festival activities节体育类节事活动/250
Sports Festival activities第二节艺术类节事活动/256
Arts Festival activities第三节展览类节事活动/261
Exhibition Festival activities第四节民俗类节事活动/266
Folk Custom Festival activities第五节其他节事活动/270
The other Festival activities277
阅读推荐
Reading Recommendation
279
参考文献
References
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