| Festival tourism developed in China from abroad in 1980 s,sin ce 1990, China set off a wave of urban active in organizing a vari ety of forms, content richer colorful festival tourism activities. Festi val Special Event Tourism referred FSE tourism, refers to the one-ti me or regularly held festivals as the core attraction, marketing or p romotion of special forms of tourism activities destination.With its u nique local characteristics, FSE tourism guided visitors to experienc e the different cultural backgrounds of cognition, compared to a sin gle sightseeing, visitors can deepen the impression to form a unique combination of experience a sense of tourists.Experienced 20 years of development, tourism festival gradually scale in China, the num ber of tourism festival to get jumped, but in the actual developmen t process, there is still a variety of problems, resulting in festivals held in many cities travel only short-lived. TAR festival rich touris m resources, with the continuous development of the modern econo my, people’s living standards continue to improve, the consumer tra vel demand has undergone great changes, a single tourist can not meet consumer demand, Development of tourism festival has becom e an important export Tibet tourism.This paper selected Tibet Tourism Festival typical case- Lhasa Shoton Festival as a case study.Early Lhasa Shoton as a religious festival was celebrated by the Tibetan people in Lhasa in 1994, foll owing its government’s vigorous promotion, in the succession of tra ditional culture on the basis of retention Lhasa Shoton original relig ious significance, the combination of Tibetan history and culture, r eligious and cultural development, the introduction of the mainstrea m of economic thought. Tibet festival tourism is divided into two t ypes: traditional and modern festivals festival. Traditional festivals i nclude a religious festival, festival producer and seasonal festivals, t ourism festivals in Tibet based on the classification of Lhasa Shoto n detailed study outlining its historical origin and evolution of the development process and Lhasa Shoton Tibetan social and economicbenefit analysis.By participating in the 2015 Lhasa Shoton visitors to experienc e the evaluation survey, post the returned questionnaires were analy zed by statistical software, factor analysis After obtaining the six co mmon factors: "F1 Consulting factor", "F2 price factor", "F3 extern al environmental factors", "F4 facilities", "festival F5 thing body", "F6 shopping environment." Participation FSE tourists a variety of e xperiences for the festival mean score was 3.42, the attitude is neut ral. Based on the analysis of data on the results, the following con clusions: the lack of information consulting services, unstable prices,favorable external environment is low, facilities need to be improv ed, the body design is not perfect festival, shopping environment in general, and finally Tibetan festival for tourism development propo sals put forward the following: scientific planning, long-term strategi c plan to develop tourism in Tibet Festival; around the festival the me, focusing on product development and cultural festivals; marketi ng and promotion are not effective, low brand recognition; innovati ve media dissemination of new ways to increase publicity and prom otion effectiveness; Lhasa Shoton strengthen market-oriented mode o f operation; seek organic fusion of traditional and modern; establish a sound protection mechanism to do section. |
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