A Symbolic Marketing Strategy On Tourism Festival

Tourism festival can be integrated tourism resources of region effectively, represent cultural characteristics of area, increase regional income, and improve the image and reputation in a short time . It is an effective platform for propagation and communication to the host place of tourism festival. With the further development of tourism festivals, tourism festival competition in the market becoming more and more intense, the choice of a tourism marketing strategy in the competition to win become an important tool. Symbolic marketing following the time of symbolic consumer is a new era of marketing mode. Symbolic marketing regard symbolic value of the product as important .It matches the symbolic benefits of tourism festival。In this paper, methods of literature review, interdisciplinary research, empirical analysis, questionnaire survey and other methods were summarized for symbolic marketing. And characteristics of tourism festivals in the premise of trying to symbolic marketing into tourism festival, research symbolic value and symbolic marketing strategy of the tourism festival for solving such questions as the common theme, the fuzzy image, the lack of cultural connotation of tourism festivals.This paper is divided into six chapters: The first chapter is the introduction, explained the basis of topics and research significance, and reviews the status and progress of the study at home and abroad, to introduce the content of this research and innovation and difficulty. Chapter II is overview of tourism festivals, symbols and other related marketing basic theory, make a brief description to the tourism festival, symbolic marketing concept, features, content, etc. Chapter III on the necessity of tourism festivals to carry out symbolic marketing. Chapter IV is a research on symbolic marketing strategy of tourism festivals. It studies product strategy, promotion strategy and other specific strategies on tourism festivals. Chapter V is the case analysis, through field research in Chengdu Gourmet Festival, studying the symbolic value of Gourmet Festival and building the symbol system of Gourmet Festival. It has provided Gourmet Festival with specific recommendations for marketing strategies. Chapter VI is the conclusion summarized in the paper, based on the article pointed out the deficiencies and the need for further research efforts.