全球化背景下地方旅游节庆的国际化路径探索

Exploration of the Internationalization Path of Local Tourism Festivals in the Context of Globalization

摘要: 在全球化进程中，地方节庆成为提升旅游目的地竞争力、推动旅游高质量发展的关键要素，对增强品牌全球传播力意义深远。盱眙国际龙虾节作为地方节庆典型，对旅游发展影响重大。本研究以其为例，剖析国际化进程中存在的国际化深度不足、文旅融合欠佳、服务水平有待提升、营销战略不契合海外市场、科技与节庆融合尚浅、节庆活动内容单调等问题，并提出高质量发展路径，为其国际化进程建言献策。

Abstract: In the process of globalization, local festivals have become a key element in enhancing the competitiveness of tourism destinations and promoting high-quality tourism development, with profound significance for enhancing the global dissemination of brands. The Xuyi International Lobster Festival, as a typical local festival, has a significant impact on tourism development. This study takes it as an example to analyze the problems that exist in the internationalization process, such as insufficient internationalization depth, poor integration of culture and tourism, need for improvement in service level, marketing strategies that are not suitable for overseas markets, shallow integration of technology and festivals, and monotonous festival activities. It also proposes a high-quality development path and provides suggestions for its internationalization process.