The Tourism Festival Planning System

The domestic Tourism Festivals(TFs) are coming on stage with shining appearance all over China. It plays an important role in promoting city's economy, building city image and propagating the local culture. It is one of the hot topics and significant contents of the tourism industry. Comparing with the study aboard, the study on TF is at the beginning stage, which is focusing on the case study more than the study of the TF planning theory and thus leading to some misguided areas in the practice. Based on these questions, the author develops a motive to make a deep study on TF planning.Festivals include broad sense and narrow sense. This thesis discusses the narrow one (i.e., Tourism Festivals), which will be widely applied. This article is using the normative method, case method together and adds various TF activities to support the theory analysis, with the example of Shanghai Tourism Festival. Due to the current situation of the domestic TFs, the article address that the deep study of TF planning, under the systematic view, should focus on the transverse system and vertical system, thereby, to make up the theory of the deficiency of the TF planning, expand the tourism study areas, and improve the tourism theory system. This thesis consists of 6 parts:The first part outlines the purpose, method, the present domestic and abroad research of TF and the structure of the thesis.In the second part, the definition of the TF in this article is recognized and confirmed according to the comprehensive research of the conception. Then the article proceeds with the type and function of the TF and the current situation of the domestic TF.In the third part, it outlines the systematic study theory of TF planning and definite the transverse system and vertical system.The fourth part is the core of this thesis. Firstly, it focuses on the analysis of the transverse system of the TF which is the analysis of related elements of Festival Tourism and finds the relationship of the elements. Secondly, it is the study of the vertical system, which is the study of the segments in the TF planning based on the transverse system according to the chronological order.The fifth part is the case study of Shanghai Tourism Festival. It shows the summary, function, successful experience of the TF planning and the points out the problems that should be dealt with in the TF planning in the future.The last part is the conclusion of the thesis, which briefly discusses the limiting factor and the future research.