The Optimization Of Qingdao Daze Mountain Grape Festival Products

With the increasing diversification of tourism marketing demand,the development of tourism festival activities is on the rise.Festival activities can not only function as a regional tourism resources and traditional cultural combination of regional symbols,but also can promote the development of local tourism,and hence improving the comprehensive economic and social benefits of tourism destination.In recent years,the theme of festival events tourism development which relying on the tourism development policy of small towns with national characteristics has become a hot spot.Pingdu City is the largest county city in Shandong Province,with the largest growing area of fresh grape in Shandong Province."Daze Mountain Grape" is also the agricultural product protected by national geographical indications.The Daze Mountain grape festival has originated early and the planting culture is also long-lasting.Tourism destination is rich in natural resources and favorable conditions for the development of festival activities.However,in the process of the development of Daze Mountain grape festival,the phenomenon of homogeneity has appeared,and it has not been able to create an independent brand of festival events.Based on the related theories of tourism products and festival activities,this paper takes the optimization of the internal structure of tourism products and the integration of external tourism resources as the train of thought to optimize the structure of tourism products and the integration of external tourism resources in Daze Mountain Grape Festival.This paper will be based on the theory of RMP analysis of tourism products.To construct the RMP theory conceptual model of Daze grape festival,based on the three levels of resources,market and products of Daze Mountain grape festival,a systemic analysis will be conducted.This paper summarizes the bottleneck of the development of Daze Mountain Grape Festival,and puts forward some suggestions for optimization in the four major aspects of resource conversion,multiple product types,market positioning,marketing strategies,etc.,in order to provide practical reference for the development and optimization of festival activities of Grape in Daze Mountain.