Research On The Impact Of Residents'Environmental Perceptions Of FestivalAnd Special Events On Tourism

This study takes the Laoshan Climbing Festival as an example to investigate the residents' perception of the environment and its impact on the tourism effect.Based on the previous research results,this study establishes a relationship model between the environment of the FSE and the tourism effect from the perspective of residents,and explores the relationship between the residents' perception of the environment,the evaluation of the festival,the place attachment,the attitude towards of FSE and the behavior willingness of the residents.After the completion of the Laoshan Climbing Festival in 2017,a questionnaire survey was conducted among local residents of Qingdao.According to the collected data results,the following conclusions are obtained:(1)The more positive the residents' environmental perceptions,the more positive the evaluation of the festival,and the impact of residents' physical environmental perceptions and human environmental perceptions are significantly different;(2)The residents' evaluation of FSE and place attachment affect the attitude towards of FSE;(3)The attitude towards of FSE has a significant influence on the behavior willingness of the residents,the better the residents' attitude towards the festival,the more positive the residents' willingness to act;(4)The positive residents' environmental perceptions has a positive impact on the FSE tourism.According to the conclusion,this study proposes the overall planning of the FSE Marketing from the perspective of local residents:(1)In the selection stage,choose a festival that is in line with culture and is favored by the local residents;(2)In the preparation stage,improve residents' perception of the physical environment and culture environment and infrastructure construction,especially the former;(3)In the stage of organization,we should take measures to increase the participation of residents,the interaction between residents and tourists,and word-of-mouth communication;(4)After the end,it is necessary to carry out evaluation feedback,collect suggestions,enhance Place Attachment,and warm up new activities.The innovation of this paper is mainly reflected in two aspects.First is the innovation of research perspective.From the perspective of residents with less research,we combine the Residents FSE Perception with Place Attachment to explore the impact of FSE Marketing on tourism effects.Second is the innovation of research content.We combine the perception of residents and the effects of tourism to study the impact of the FSE,highlighting the long-term tourism effects of FES Marketing.