Heze Peony International Cultural Tourism Festival Development Strategy Analysis

Compared with the traditional tourism, festival tourism is an extremely huge market potential and benefit, and it is one of the hot spot in the tourism industry in recent years. The festival tourism in China is showing a good momentum of development. Heze is the national famous“hometown of peony”. Heze peony international cultural tourism festival is held every year and attracts many tourists from home and abroad, this becomes present Heze peony culture connotation and Heze good city image. But with the development of Heze peony international cultural tourism festival itself and the problems present in the peripheral tourism city festivals,especially the Luoyang peony show the fierce competition, the development of the tourism festival of Heze peony strength and influence need to be improved. How to realize the Heze peony international cultural tourism festival, the sustainable development by leaps and bounds is a problem urgently to be solved in heze now.Based on the study summarizes of the domestic and foreign research results about the festival tourism, and the related concept of festival tourism theory parsing, it is thought the festival tourism is destinations’ place characteristic such as natural, economic, cultural, historical and cultural. Through the system of tourism planning and design, development and marketing in the form of festivals, it developed into a tourist attraction of tourism, to produce the benefits such as social, economic and cultural tourism destination is a kind of special tourism form. In the cognitive situation, the research content of this paper is determined and studied in this paper. First of all points of Heze international peony culture tourism development conditions and development situation, through the form of questionnaire analysis points out the existing in the development of Heze peony international cultural tourism festival, and the brief analysis of the cause of the problem. Main problems of Heze peony international cultural tourism festival tourism festival is that the popularity is not high, lack of characteristic tourist festival activities, tourism festival tourism product development lag and inadequate protection of the tourist service four aspects. In this paper, combining the reality of Heze gives the specific optimization measures: strengthen marketing propaganda, created a characteristic local tourism brand, vigorously develop the peony tourism products and improve service quality. The article is divided into five parts, including the fourth part studies the Heze international peony development status and existing problems of cultural tourism festival. The fifth part of the targeted research the development of heze peony international cultural tourism festival specific optimization strategy, it is the focus of this article.