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怀旧心理经过长期发展,现已经成为现代社会大众一种遍在的情结心理。随着时代的迅速发展,人们生活在快速变化的时代中,生活节奏迅速。人们渴望能回归过去那种简单的闲适生活节奏。怀旧心理也逐渐成为推动旅游的拉力,当人们对怀旧情景的感受越发强烈时,产生的旅游动机的可能性越大。本文以成都市宽窄巷子的怀旧营销为例,通过文献综述和实地调查研究的方法,浅析怀旧心理在旅游景区营销系统中的应用,以期能够提升怀旧营销在景区中的运用效度。
After long-term development of nostalgia psychology, it has now become a kind of ubiquitous complex psychology of modern society. With the rapid development of the times, people live in a rapidly changing era and the pace of their lives is rapid. People are eager to return to the simple rhythms of leisure. Nostalgia has also gradually become the driving force behind tourism. When people feel nostalgia more strongly, the greater the possibility of tourism motivation. Taking the nostalgia marketing of Kuanzhai Alley in Chengdu as an example, this paper analyzes the application of nostalgia in the tourism marketing system through literature review and on-the-spot investigation and study, in order to improve the validity of nostalgia marketing in scenic spots.