The Research On Branding And Internationalization Of Tourism Festival

As a special kind of tourism product,tourism festival brings enormous benefits of economic,society,culture etc.to cities in short time.It can promote the image and enhance the reputation of cities.The original development of tourism festivals in our nation is later than the West,after nearly 20 years of practice,the current state of development in full swing.But it didn't develop well,activity planning lack of originality, activity management is incomplete,marketing service is not perfect,festival theory study also evidently lag.With the growing world market and economic activity becomes more and more internationalized,tourism festivals have become increasingly fierce competition.In order to make tourism festival in an invincible position,it is necessary to build an international tourism festival brand,enhance its international competitiveness and achieve sustainable development of tourism festivals.In addition to this abstract and conclusion,this article is divided into four parts:The first part has introduced the background of theme choice briefly,and general analyzed the research progress of the tourism festivals,and then pointed out the research method and content of the paper.The second part,the basic theory of tourism festival in this article is discussed.Then the paper divides the stage of tourism festival development and analyzes the spatial and temporal distribution characteristics of tourism festival.The third part has summed up the development characteristics of Chinese brand tourism festivals,analyzed four errors of the tourism festival in the process of brand building,and brought four trend of tourism festival branding.The fourth part,in accordance with the international content of tourism festival,the paper builds an international index system of tourism festival,and the Qingdao International Beer Festival as an example for analysis.At last,puts forward the international development strategies of tourism festival.