A Research On The Perception And Attitude Of Rural Tourism Festival From The Perspective Of Sustainable Development

Under the impetus of the idyllic synthesis and the "Rural Revitalization" strategy wave,the development of rural tourism has entered the upgrading stage.As an important part of rural tourism,rural festivals also face optimization and upgrading.Many places try to dig out their own characteristics and launch a series of festival activities.However,festivals have their own regularity.A large number of festivals are held unrestrained,leading to many festivals follow the same pattern and lack of bright spots,facing the dilemma of "the first prosperous and after deserted",it is contrary to the original intention of the festival.Therefore,how to stand out from numerous festivals and go on developing for a long time become a hot issue.In view of the awkward situation that some tourist festivals are held in the one or two times and appear the aspect of deserted and cannot maintain,the study set about a new rural tourism festival to discuss the restrictive factors of its sustainable development,taking the Shanxi Qikou red date Tourism Culture Festival as a case,with the help of spss19.0 and Nvivo10.0 to conduct a questionnaire survey and semi structured interview on the perception and attitude of the sustainable development of the festival tourists and community residents.The following conclusions are drawn:(1)Tourists have a general support attitude to the quality of rural tourism festivals,but they maintain a "neutral" attitude towards the overall level and peripheral environment of rural tourism festivals.Especially,they are not satisfied with the quality of tourism practitioners and related facilities in tourism industry.(2)Tourists have a strong perception of the sustainable development of rural tourism festivals,especially on the economic benefits and social and cultural effects of festivals,but are less aware of the environmental benefits of festivals.(3)Tourists' perception of Rural Tourism Festival quality directly affects tourists' perception of the sustainable development of rural tourism festivals.In particular,the content quality of the rural tourism festival,the overall level of the festival and the peripheral environment of the festival are all positively related to the sustainable development of the rural tourism festival,and the content quality of therural tourism festival has the most significant influence on the sustainable development of the festival,the overall level of the festival second and the last is the peripheral environment of the festival.(4)The current residents are more supportive of the festival's conduct,but the community participation is still in the primary stage because of the lack of appropriate participation in the process guidance and channel construction;Residents agree with the positive influence brought by festivals,but they also complain about the negative effects brought by festival activities,but generally feel positive.For the attitude of the festival continued,most of the residents expressed their willingness to support them,hoping to continue to hold them.(5)The perception and attitude of tourists and community residents on the sustainable development of rural tourism festivals are generally the same,but the focus of attention of the two parties is quite different.The tourists focus on whether the festival brings spiritual or psychological satisfaction,that is,the value of tourism experience,while the community residents mainly pay attention to the economic benefits,social and cultural benefits and environmental benefits,especially the economic benefits.(6)The residents' integration and experience motivation and their integration and experience degree are driven by the factors of push and pull.The residents have higher participation enthusiasm in the subjective,but the lack of pulling force in reality leads to the reality contradiction betweenthe higher participation will and the lower participation of the residents.Based on the above conclusions,this study discussed the sustainable development of rural tourism festivals as follows:(1)What is the attraction of rural festivals compared with urban festivals?(2)Innovation is an important magic weapon for the continuation of festival vitality.(3)Interest win-win is the key to the existence of rural tourism festivals.Finally,we put forward the innovation of this research and the prospect of future research,in order to provide references for sustainable development of rural tourism festivals.