The Orientation And Transmission Of Urban Features Of Art Festival

The development of the Art Festival can be traced back to ancient Greece. With the changes of the times, it has served different roles and functions under different social backgrounds and historical context. Nowadays, society has entered the era of globalization. The cultural industry has become a new economic growth point of all countries, and the new and old Art Festival has sprung up all around the world similar to bamboo shoots emerging after a spring rain. However, how to get rid of the stereotyped pattern in numerous art festivals, and walk out of the Art Festival road with its own distinctive characteristics, is the problem which this paper wants to study.Based on combing through the historical development of the Art Festival, this paper analyses thoroughly the interaction between the Art Festival and the city. Since then, in view of the current development situation of the world Art Festival, we’ve put forward new approach for the development of the Art Festival which grasps two key links at the same time by adhering to the "Art Festival characteristics orientation" and "Art Festival communication ". It needs to penetrate the art festival deeply into the essence of held city, integrate comprehensively the characteristic elements of the host city, the natural resources, the cultural connotation, cityscape, and thus, move off of its own distinctive festival development path.. In addition, through AISAS, the behavior patterns building route of art festival will spread, which is proposed by Dentsu, and then explore festival spread way.Finally, focus on the 14th Asia Arts Festival as a case analysis. Since the Asia Arts Festival was founded in 1998, it employs a provincial round system. This leads the Asia Arts Festival to merge different host cities’local culture as its characteristics, but also restricts the public’s perception of the "Asia Arts Festival" brand. This paper mainly analyses the city characteristic orientation and the spread route of the 14th Asia Arts Festival held in Quanzhou in 2015. With a long history and rich cultural resources, the ancient city Quanzhou has a good foundation and rich experience in featured content construction of the Art Festival. But the Asia Arts Festival’s unique form of organization led to limits to its mode of spread, which is also one of its deficiencies. Based on the practical participation of the 14th Asia Arts Festival, an interview of a relevant responsible person, theoretical analysis on the basis of public research data, the paper points out the problems existing in the Asia Arts Festival, and puts forward the corresponding countermeasures.