Research On The Brand Promotion Strategy Of Luoyang Peony Cultural Festival Under The Background Of Smart Tourism

After the reform and opening-up,with the prosperity of the domestic tourism market,festival tourism has been one of hot spot in the tourism industry in recent year.Festival tourism activities have promoted the development of city tourism image and city branding,and since then it appeared in all parts of the country.However,throughout the domestic festival tourism,the truly influential and sustainable brands are few.The reason is that these festivals are largely due to the lack of brand awareness and brand management experience in the development of the festival,which can not be well adapted to the rapid and changeable consumption demand.Especially in the background of the development of intelligent tourism,how to create its own brand image and create its own brand characteristics is the urgent problem for many festivals and tourism activities.Luoyang Peony Culture Festival has been established for 35 years.As a national festival tourist activity,its experience has been learned by other festivals and tourism activities.It is one of the more successful festival tourism activities in China.But in recent years,the development of Luoyang peony Cultural Festival has also encountered unprecedented bottlenecks,tourism revenue growth and other indicators have declined or stagnated to varying degrees.Although Luoyang is the first batch of cities to promote the construction of Intelligent Tourism in China,the information upgrading and transformation of tourism infrastructure have been carried out one after another,but the idea of intelligent tourism has not been deeply implemented in the brand operation of the peony cultural festival in Luoyang.This paper,taking the Luoyang peony Cultural Festival as the research object,uses the related theories of festival tourism and branding,combined with the development background of Intelligent Tourism and big data,analyzes the practical experience and problems of its brand development,and probes into the path and direction of its future brand development.In this paper,main research contents are: first,discuss the realistic background of the article research and the definition of related concepts;second,discuss the development status and trend of domestic intelligent tourism and festival tourism brand;third,discuss the cultural background and historical origin of Luoyang peonyCultural Festival,analyze its achievements and problems in the background of Intelligent Tourism;Four,according to the analysis of the previous article,combined with the current situation of Luoyang Intelligent Tourism Construction and development ideas,explore and improve the strategy of promoting the development of Luoyang peony cultural festival brand:(1)to further clarify the functions of the various service subjects of the Cultural Festival,establish a powerful and effective coordination mechanism;(2)establish the intelligent monitoring and management platform for the independent specialty of Luoyang Peony Culture Festival;(3)rely on the characteristics of Luoyang resources and enter into one.Step up the product and service step by step,establish the difference with other festivals and brands;(4)improve the existing marketing strategy,change the traditional marketing thinking,emphasize the individualization of the tourist experience;(5)strengthen the brand concept of the festival,and pay more attention to the brand relationship and crisis management.