Research On The Influence Of Festival Activities On The Tourism Image Of Taierzhuang Ancient City

In recent years,tourism festivals have developed rapidly and become an important way to promote the development of tourism destinations.However like a "double-edged sword",tourism festivals will bring a series of negative effects to the tourism destination while improving the image of the tourist destination and promoting the development of the local tourism industry.Taking the ancient city of Taierzhuang as a case study,this thesis studies the influence of tourism festival on tourism image from the perspective of tourists,and provides guidance for the development of tourism in Taierzhuang ancient city.Firstly,based on characterization system theory,semiotic theory and tourism gaze theory,combining the research results of festival activities and tourist destination image,fully considering the development status of Taierzhuang ancient city,the thesis constructs an indicator system for the influence of festival activities on tourism destinations.The system mainly includes: demographic characteristics of tourists,whether tourists’ perception of tourism image of Taierzhuang ancient city is affected by festival activities and the investigation of factors affecting the tourism image of Taierzhuang ancient city.Secondly,thesis uses the method of paired sample T test to analyze whether the tourist image perceived by tourists is affected by festival activities;using factor analysis,analysis of variance,correlation analysis and chi-square test to study the impact of festival activities on the image of tourist destinations.In the process of research,the image of tourism destinations is divided into three aspects: cognitive image,emotional image and image of intention.And using the "Community-uniqueness chain" in the non-structural method,the most interesting tourist activities during the festival activities are analyzed.The main findings are as follows:(1)Tourists’ perception of the image of the tourist destination is deeply influenced by the festival activities.On the one hand,the festival activities have an impact on the overall image perception of the tourist destination.Before participating in the festival,the tourists felt the strongest in the "war place".After participating in the festival,the tourists felt the strongest in the "canal ancient city".On the other hand,it is found that tourists with different demographic characteristics have different perceptions of the image of the tourist destination.On the whole,the festival activities promoted the image recognition of tourists in the tourist destination.(2)Dimensional analysis of the influencing factors of festival activities on the cognitive image of tourism destinations.According to the analysis,it can be summarized into four dimensions: "folk culture","leisure and entertainment","tourism infrastructure" and "quality of service".There are 20 indicators.For the ancient city of Taierzhuang,"folk culture" is an important dimension of the influence of festival activities on the image of tourism destinations.(3)Differences in tourist population attribute and cognitive perceptions of the impact of festival activities show large perceived differences.The main manifestations are: different genders,ages,education and monthly income level groups have significant differences in their perceptions of cognitive images;most of the respondents in different occupations do not have differences in their cognitive image perception,and have a common understanding.(4)There is a correlation between the cognitive image and the emotional image affected by the festival.The specific expressions are: folk culture,tourism infrastructure,leisure and entertainment,and service quality are positively correlated with positive emotions and negatively correlated with negative emotions.The positive feelings are most relevant to the folk culture,and the negative emotions are most relevant to the quality of service.(5)After the tourists participate in the festival,most of the respondents are willing to recommend the tourist destination to their relatives and friends,and are willing to revisit again.This shows that festival activities are conducive to improving tourists’ satisfaction with tourist destinations,helping to improve tourists’ revisiting intentions and contributing to the sustainable development of tourism destinations.(6)There are concentrated and representative activities in the ancient city of Taierzhuang under the festival: rocking boats,lantern festivals,food festivals,lion dances and fire dragon steel flowers.Through research,it is found that the representative activities of Taierzhuang Ancient City are mainly "non-legacy" activities,which have local tourism characteristics and are very popular among tourists.The festival activities of the ancient city of Taierzhuang are conducive to the image of tourism destinations.Finally,combined with the previous theoretical and empirical analysis,thesis expounds the shortcomings of this research and proposes the follow-up research direction.