CAJ | 학술논문

平遥中国年是近年来平遥发展节庆旅游而推出的一大旅游节庆品牌，在其发展过程中，以古城为依托，兼具自身特色，拥有独特的优势，然而发展中仍存在诸多问题和制约因素。对此，应着力从挖掘文化内涵、增强游客参与和体验；加快旅游基础设施建设，注重智慧旅游发展；强化品牌意识，推进品牌塑造；树立危机意识，实现危机科学管理四个方面进行提高。
평요중국년시근년래평요발전절경여유이추출적일대여유절경품패，재기발전과정중，이고성위의탁，겸구자신특색，옹유독특적우세，연이발전중잉존재제다문제화제약인소。대차，응착력종알굴문화내함、증강유객삼여화체험；가쾌여유기출설시건설，주중지혜여유발전；강화품패의식，추진품패소조；수립위궤의식，실현위궤과학관리사개방면진행제고。
Taking Pingyao Chinese New Year,one brand of tourism festivals, as the research object, this article starts with the history of its brand origination, Pingyao rich resources and self-advantages in Pingyao cultural festivals. It discovers many problems and constraints for this brand in its process of development in terms of its own development and external conditions. In this regard, the article gives specific coping strategies in the following four aspects:to excavate the cultural connotation and enhance the visitors to participate and experience;to accelerate the construction of tourism infrastructure and focus on the wisdom of tourism development;to strengthen the brand awareness and promote the brand creation;to establish a sense of crisis and achieve scientific management for crisis.