Research On Community Residents’ Perception Of The Spring Festival Of Jinan

The rapid development of tourism festival and special event activities has a positive and effective role on the economic and social development, so it has attracted much attention and welcome from the local government, enterprises and individuals. Foreign tourism festival and special event activities started early and relatively mature, while domestic tourism festival and special event activities started late but developed rapidly. With the rapid development of China’s tourism industry and Tourism Festival and special event, China’s Tourism Festival and special event has remarkable effects on the local economic, social cultural, environment, etc.In recent years, the development of the tourism industry in Jinan city is very fast and achieved good results. Its status and role on the economic and social development of Jinan City is enhancing. Tourism Festival and special event of Jinan has developed rapidly but lack with local characteristics. Spring is the characteristic of the tourist resources in Jinan, and the local residents and people from all walks of life have been the voice to hold the Spring Festival, and the first spring festival was successfully held in Jinan in 2013. This paper chooses the Spring Festival of Jinan as a specific case, and accesses the residents’perception of Spring Festival by using questionnaire survey and on-the-spot investigation. The study of residents’ perception will be analyzed from the three aspects of economic, social cultural, and environment, for example, the economic impact of the Spring Festival of Jinan include whether to bring economic benefits, create new employment opportunities.In the implementation of the questionnaire, a total of 248 questionnaires were recovered, among them there were 244 effective questionnaires and the recovery rate was 98.39%. In this paper, the author explored residents’perception of the Spring Festival of Jinan by using the SPSS software package factor analysis, mean comparison, variance analysis tool. Data analysis results show that residents’ perception of the economic impact of the Spring Festival of Jinan has generally endorsed the approach, residents agree the positive influence from the economy. At the same time, it also brings negative impacts, such as the Spring Festival only benefit for the minority and the government invests too much. Residents accept the positive impact of society culture of the Spring Festival of Jinan, but hold the neutral attitude to its negative impacts that the Spring Festival cause crowded community and the role of the Spring Festival to improve the interpersonal relationship of local residents is not obvious. Residents accept the positive impact of environment of Jinan spring festival while hold the neutral attitude to its negative impacts. They fully recognize positive effects on the Spring Festival to the local environment and consider that the Spring Festival did not make the local environment worse.According to social exchange theory and relevant data analysis shows that, on the whole, residents affirmed the positive impact of the Jinan Spring Festival to economy, social culture and environment and hold the neutral attitude to its negative effects. They show the positive and tolerant attitude because they consider a high degree of resource exchange and the benefit outweighs the cost in the tourism festival and special event period. However, the neutral attitude reflects the residents have higher expectations for the development of the spring festival. Only 44.68% of the respondents were satisfied with the Spring Festival. The paper reaches the conclusion that the more the number of residents to participate in the Spring Festival the more strong support by analyzing the degree of perception of the characteristics of different groups of the factors.Based on the understanding of residents’ perception of the Spring Festival of Jinan and combined with the theory of sustainable development, the paper makes a further exploration and puts forward strategies such as the operation of the market, inheritance and development of the spring culture, international development, the public and participatory. This has the practical value for the sustainable development of the Spring Festival of Jinan and also application value to solve the encountered problems in the process of development in the future. It has certain reference value to the development of the research on domestic and international tourism festival activities, and is conducive to promote the upgrading and development of Tourism Festival and special event activities.