Research On The Festival Tourism Activities And Regional Marketing

With the rapid development of the transportation and tourism and the progress of building a well-off society in China, the living standard of our country has improved a lot. The demand for the two aspects of material and spirit, such as tourism, has became increasingly strong and tourism festival activities are increasing in numbers to meet the needs of tourists, that cause the development of regional festival, is like killing two birds with one stone.This study selected Tumen City as the study area and the tourists of Tumen River Cultural Tourism Festival as the research object. Under the guidance of theories related to regional marketing we are using questionnaire survey to obtain the first-hand data. In addition to this, Tumen City and Tumen City Tourism Bureau statistical data of previous years has been used for literature method, questionnaire survey method, statistical analysis and other methods that give us the combination of both qualitative and quantitative analysis. The status quo of Tumen River Cultural Tourism Festival and existing problems are used to make the empirical analysis and put forward the strategy of Tumen City, regional marketing. This will provide the theoretical basis and practical basis for the development of all aspects of the region, and promote the rapid development of the tourism industry in Yanbian area and its significance.Firstly, the current situation of Tumen River Cultural Tourism Festival was analyzed. This thesis includes introduction, basic attribute analysis of the tourism festival during the festival of respondents and the SWOT analysis of the tourism festival. In the visitors’ attributes the aspects of gender, nationality, age, education, occupation and income etc are analyzed to pay attention to the comparative analysis on the characteristics of the different ethnic groups and its intrinsic relationship of participation in the present condition of the festival visitors. The study found, in the survey of tourists that the proportion of men and women is balanced, and the age of 29-year old group is more than the others age groups and in ethnic groups the majority of tourists are Han national, which is also in line with the tourism festival held in the field of foreign tourists to participate in the festival. From 2010 tourism festival began to organize data of tourists to predict the number of visitors expected in the sessions of the tourism festival. The study shows that a gradual increase the proportion of tourists from other areas in addition to Tumen local residents participating in the annual festival besides this tourists from Wenfeng also increasing, which shows that the tourism festival popularity has increased a lot and is still increasing year by year, with convenient increase in traffic of visitors, desire to travel of tourists in Yanbian area’s is also getting stronger day by day.In the means of transport, visitors travel with friends and family together to participate by driving private car and travel up the main part of the tourists spot in the Tourism Festival of Tumen city, followed by other areas in Yanbian Korean Autonomous Prefecture, so they stay in their own home or they do not stay on the same place on the same day; from the point of view of consumption structure, "have a meal" and "shopping" are two most cost consuming thing, and in this case most tourists per capita consumption of less than 100 yuan. In view of tourism festival, most tourists said that they will come again or try to attend the next festival activities, and will actively recommend to friends and family.In the analysis of the motivation factors of tourist’s participation in Tourism Festival, the three factors and their degree of influence of tourists’motivation at festival activities are derived from the tourist’s self starting from the factor analysis and average comparison. The study found: "ornamental area culture", "like Festival project" and "the pursuit of quality of life" are the main factors of motivation of tourist interested in Tumen River culture. Curiosity of new things is the most important motivational factors; in the analysis of tourist satisfaction on Tourism Festival, starting from the festival, the extent to which visitors of all aspects of the festival are showed through factor analysis and mean. The results showed that according to the degree of tourist satisfaction, depend on the following factors:"the overall impression", "festival project quality", "entertainment", "food", "cultural elements reflected", "service", "organizational activities rational", "health", "accommodation", "shopping".On the basis of the above research and analysis illustrates the effects of Tumen River Cultural Tourism Festival on all aspects of the area, and puts forward Tumen region marketing strategy. Finally result is summarized, and pointed out things showing the lack of future Tumen River Cultural Tourism Festival development and Tumen regional marketing. Research results can be used to predict the future of tourism in Tumen River area and importance of Tumen River Cultural Tourism Festival.