通过对襄阳龙舟赛事的起源、现状及发展对策进行研究，发现龙舟赛事在襄阳举办历史悠久，虽中断多年但近年来逐步恢复并日益壮大。在新的历史时期要使龙舟赛健康持续地发展，需要走品牌发展战略之路，继承与创新并举、开发其社会价值与经济价值是其生存与发展的基本保障。借助龙舟赛事的举办，襄阳市既可以扩大自身的知名度，为招商引资提供品牌保障；又可以通过知名度的提升进一步促进襄阳市旅游经济的发展。% Based on the origin and current situation and develop countermeasure of the dragon boat races in Xiangyang, this thesis is aiming to offer theoretical guidance and practical support for the inheritance and development of the dragon boat races in Xiangyang. The result indicates that the dragon boat races should have a sustainable development in the new period. we should take the road of brand development strategy to achieve the inheritance and innovation simultaneously. exploiting the social value and economic value of the dragon boat races is the basic guarantee of its survival and development. So that will expand the popularity of Xiangyang city by means of the launch of the dragon boat races and offer the brandprotection about attracting investment, in the same time, it will encourage the development of tourism economy in Xiangyang.
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