Research On Construction And Propagation Of City Image By Festival

City image is the name card of the city,core competence between cities.Unique and tensional city image is the edge tool to develop the city.Looking at some cities around the world,we can find that most of them have their own brand festivals,and because these festivals they have successfully shaped their own city image.For example,Paris' "Fashion Week" and its "Fashionable Capital" urban image;the"Concert" of Vienna and its "City of Music" urban image;Dalian's "International Clothing festival" and its "Romantic Capital" urban image;Weifang's "International Kite Festival" and its "Kites'Capital of the World" city image and so on.City holds festivals often with the theme of its unique resource,therefore,the image of the city shaped by the festival has a unique urban personality.Because of the festival's periodicity,planning,mass participation,entertainment and other characteristics,the image of the city shaped by the festivals has a strong vitality.The long-term holding of the festival has formed a long-term construction and propagation on image of the city,and provide various special,effective ways on shaping and spreading the image of the city.Therefore,festival becomes a very useful means for constructing and spreading the image of the city.Then,how does the festival shape the image of the city,and how to spread the image of the city.What methods and means can the festival provide for the construction and propagation of the city image?This is the research problem of this paper,and the research on this issue is inseparable from the detailed analysis of the specific festival and city image.Therefore,this paper selects the case analysis method to analyze this problem.Weifang International Kite Festival is one of the earliest international festivals and one of the festivals that with the longest adherence time,with the good effect in China.Founded in 1984,after 35 years' development,now,Weifang International Kite Festival has been developed a comprehensive and maj or international festival that includes kites'events,tourism,economic and trade talks,cultural comunication.With this festival,Weifang became the famous "Kites's Capital of the World" and successfully established its own city image.Every April,flying kites in Weifang has become a changeless agreement.Both domestic and foreign kite enthusiasts and tourists will gather in Weifang.When foreigners talk about Weifang,they talk about kites;when they mention kites,they think of Weifang,kite became Weifang's synonym.Therefore,through the perspective of "seeing big by small",this article takes Weifang International Kite Festival as a case to study the construction and propagation of city image by festivalThis paper is based on a large number of first-hand information(by author visited to the Weifang International Kite Festival Office,Weifang City Archives,Weifang City Tourism Development Committee,World Kite Museum and other places),Weifang International Kite Festival Office official website and other authoritative website information,related books,CD and news reports.Combined these detailed information and based on the development of Weifang International Kite Festival in the past 35 years,this paper takes the 35-year timeline as the latitude,construction and propagation as the longitude,and integrates the disciplines of communication,branding,urban studies and folklore to exploring how the "Kites'Capital of the World" city image has been shaped and spread,and what effective means does it have for "Kites'Capital of the World" city image's construction and spread.The paper includes four chapters:the first chapter is the introduction,it mainly introduces the research background and the origin of the topic,research significance and innovation points,research methods and research objects;the second chapter mainly reviews the related researches of predecessors on festivals,city image and Weifang International Kite Festival;Chapters 3 and 4 are the core of this paper,in the third chapter,this paper summarizes four constructions of”Kites' Capital of the World "by Weifang International Kite Festival,respectively are logo construction,symbolic construction,periodic construction and thematic construction;the fourth chapter analyzes and summarizes five special means of spreading "Kites' Capital of the World" city image by Weifang International Kite Festival.Under the influence of the Weifang International Kite Festival,the "Kites'Capital of the World" city image can be spread through five effectively ways,respectively are spreading by borrowing other influence,spreading by creating influential activities,spreading by travel,cross-regional propagation and media propagation.