Research On The Tourism Festival Branding-Case Study

This thesis consists of seven sections, including the summary of domestic and overseas tourism festivals, the strength of festival brands, general issues of festival branding, building festival brands and a case study of China Chengdu International Peach Flower Festival.Section one is the introduction. The background and the significance of the research question are explained theorectically and practically.Section two is the methodology. The research technic is framed through four research methods, containing system theory, the combination of theory and case study, the combination of qualitative investigation and quantitative analysis, and the interdisciplinary research. The research highlights and difficulties are discussed as well.Section three is the summary and evaluation of domestic and overseas festival research results.In section four, the definitions and the range of research of this thesis are stated on the base of global researches on festival definition. The tourism festivals are categorized, and the evaluation model of festival branding is set up. Main festival brands in China are also analyzed and compared.In section five, the meaning, the functions, the effects and the process of festival branding are analyzed.In section six, the process of building festival brands are illustrated through brand orientation, image design, advertising, brand extension, brand management and innovation.In section seven, the case study of China Chengdu International Peach Flower Festival is done through its history, development process, image, advertisement, brand extension and innovation, from which other festivals can learn lessons.