Study On The Strategy For Festival Tourism Marketing Of Qingdao

Since the 1980s, with the rapid development of China's economy, the tourism industry is called promising "sunrise industry". In this context,the"tourism sets up stage, economy and trade play a role"festival mentality spreads rapidly throughout China.In only less than twenty years, a variety of tourism festivals such as traditional, modern, national, historical, hotel and restaurant, product ceremonies have mushroomed. Almost each county of China has put forward its tourism festival of local characteristics. According to the statistics of Chinese Festivals International Forum, at present, there are totally more than 6000 festivals including the traditional national festivals and modern festivals as well.China has become a world festival power.With the increase of festival activities, festival tourism arises as naturally as it should.In such context,Qingdao, as one of the first opening-up coastal cities, with her beautiful natural environment, colorful tourist resources, good location advantages, rich historical culture ,provides a good platform for the development of festival tourism. After 20 years of development,the festival activities of Qingdao have built up complete species, numerous categories,sound atmosphere, which make Qingdao some famous tourism brands such as the world- renowned Qingdao International Beer Festival, and Qingdao Sea Festival.While on the one hand,the overall development of China's festival activities is in the growing process due to the late commencement,therefore there must be some problems such as the uneven development in different areas, short product chain, low brand awareness,poor publicity,low industrialization,insufficient marketization,etc.; On the other hand, in the academic field, still due to the late commencement, studies on festival tourism are normally taken from the angle of tourism and folklore rather than from the marketing theory.Based on the extensive reading of the theory literature home and abroad,the author makes a primary explore for the current situation, the existent problems and potential trend of Qingdao festival tourism with the marketing theory by combining years of teaching practice as well as profound recognition of Qingdao festival activities.The focuses of the paper are: Firstly,the author analyzes the environment including politics, economy, culture, customs and habits; Secondly, the author explores the advantages and disadvantages, opportunities and threats,guided by the ideology of seeing Qingdao out of Qingdao, combining domestic and overseas trend of festival tourism;Thirdly,the author classfies different categories of Qingdao festival tourism, selects target market, and conducts market positioning; Last,in modern society of globalization and information network, it has been the trend to meet with international market, and to participate in the global competition. The author reflects the way to internationalize Qingdao festival activities, and the development direction and target of Qingdao festival tourism such as the international marketing of Qingdao Beer Festival.