Research On The Festival Tourism Gains Under The Perspective Of Tourists

The ceremony of Confucius is to show the Confucian culture,are faced with crisis of excessive commercialized and formalized,gradually became a government-led achievement publicity as the main purpose of performance activity.Tourists' motivation is to get to the tourism image and tourism resources which are different from the usual environment,rather than to watch a government show.Therefore,the festival activity in order to show the content is difficult to meet the needs of tourists,leads to the intensification of contradictions between the two sides of supply and demand,needs to put forward feasible solutions.In this paper,use the methods of grounded theory,field survey,systematically analyzed the existing research results about festival tourism and tourism gains,combined with the actual situation in the case of Confucius memorial ceremony,established the indicator system of tourists' expectations and the actual evaluation of gains,using the IPA analysis to get satisfaction degree about the indicators of the actual travel gains for the Confucius memorial ceremony.Getting the following conclusions: first,tourists think that “increased understanding of the festival activities for the Confucius memorial ceremony”,“to participate in the activities of the masses,having fun”,“live experience spectacular scenes”,“increase knowledge,widen horizons”,“experience major activities in the traditional culture” the five indicators are very important,the performance of the scenic area tourist satisfaction.Second,tourists think that “increase understanding of Confucius and his thouguhs”,“gain unusual experiences” are less important,satisfaction is higher.Third,tourists think that “to communicate with the people here”,“to participate in the activities of this famous festival tourism”,“travel experiences for others envy” this three are less important,and less performance.The fourth,tourists think that “to watch the ancient dance performance”,“sense of ancient culture symbol in the ceremony”,“appreciate the ancient building”,“listen to hole cultural” this four indicators are very important,but the scenic spot is not reached the degree of tourist satisfaction.In based on the results of IPA analysis,established the fusion path of culture industry and tourism industry,put forward the suggestions and opinions about its future development directions.