Consumption Research Of Wuzhen Drama Festival

In the postmodern society,people’s consumption is gradually replaced by various cultural image symbols.The faster the socio-economic development,the higher the expenditure on spiritual consumption.At present,people travel more and more frequently,resulting in a large number of festivals.The process of consumers participating in a series of festival activities is the process of cultural production and cultural consumption merging and promoting each other.Through the consumers’ perception and experience during the festivals,the historical culture,national culture,regional culture,and food culture attached to the festival activities can be fully utilized and realized.In China nowadays,the "Wuzhen Drama Festival" is a topic that cannot be avoided in festival consumption.Wuzhen Drama Festival has attracted me because of its characteristics of cultural and tourist products.Particularly,in a consumer society,knowing the consumption behavior of tourists and understanding the consumption functions can better make constructive references for people and socio-economics.This study takes the tribalism paradigm as the research path,and uses the field research method,to go deep into Wuzhen during the Drama Festival to study the local consumption at that time.By analyzing people’s consumption characteristics through the tribalism paradigm,this study will help consumers better understand their consumption motivation and avoid unnecessary consumption.The practical significance of this research is not to make descriptions and diagnoses for the entire macro-consumer market,but to make people better understand their own consumption behavior and provide practical suggestions for festival marketing.