Shanxi Festival & Special Event (FSE) Tourism Development Study

As a new form of tourism, Festival & Special Event Tourism (FSE Tourism) doesn't only play a more important role in tourist industry, but also has been connected with the promotion of local image, cultural heritage and economic growth. As a big Tourism province, Shanxi is rich of tourism and has the unique conditions to developing FSE tourism. However, comparing to the status of Shanxi FSE tourism, the research about it in the theory is relatively simple and obvious and there is little comprehensive and systematic investigation on the situation of Shanxi FSE tourism so far. Currently, because of little efficacious theoretical guidance, there is some problems in practical activities. Like theme fizzing and lack of cultural expression. The author studied Shanxi FSE tourism systematically based on previous results and reality, meaning to guide the practical activities in Shanxi FSE tourism and add the theories by analyzing the status and proposing the strategy.The main study methods of this article is literature studies, data statistics, cases analysis, qualitative and quantitative analysis and SWOT analysis. Making use of multi-subject theory including Tourism, Management and Marketing, it summed up the basic theory of FSE Tourism and the status of Shanxi FSE tourism and proposed strategies of promoting Shanxi FSE.This article contains five chapters, which includes a summary of the past researches, the basic theories of FSE tourism and the status, strategies, and trend researches of Shanxi FSE tourism. Chapter 1, the introduction, points out the significance and methods of this research summarize and assess the current situation and existing research of domestic and international FSE tourism. Chapter 2 is about the basic theories of FSE tourism, defining what"FSE tourism"is in this article, and it analysis the properties, impacts and types of FSE tourism in detail. Chapter 3, the focus of this article, is about the overall situation of Shanxi FSE tourism, including the historical process, status and the impacts. Then, in view of studies above, it discussed the strengths, weaknesses, opportunities and threats as the formulation of next chapter. Chapter 4 is about the strategies studies. Learning from FSE tourism experience, it indicates that FSE tourism should be proposed through branding, marketing, industrialization strategies. Chapter 5 is conclusion of this article.The Study suggests that although there is series of problem in Shanxi FSE tourism, it has lots of favorable factors to develop FSE tourism. If we can change our minds, learn from the successful experience abroad, and integrate and optimize the resources, will make Shanxi FSE tourism a big progress and leaps.