A Research On "Lianyungang Summer" Tourism Festival

Since forty years of reform and opening-up,China's economy and culture have developed vigorously,under the big background of building a well-off society in an all-round way,China's tourism industry has ushered in a period of great development opportunities.In this "sunrise industry",Festival and Event Tourism has sprung up because of its strong attraction and sensational effect,and it has become an important means for cities to promote economic growth,shape their image and raise their visibility.But in the endless emergence of tourism festival activities,that is truly successful and sustainable is countless,to achieve innovative and blowout developent,Festival and Event Tourism seems to be "stuck in the neck".This paper takes "Lianyungang Summer" Tourism Festival as an example,using the theory of consumer behavior and experience economy,and using questionnaires and in-depth interviews,exploring the current situation and potential problems of its practical development,with a view to making it a representative tourism festival brand of Lianyungang City.First,on the basis of existing research,this paper expounds the relevant concepts,characteristics and types of tourism festivals and the theoretical basis for their utilization.By sorting out the research on tourism festivals at home and abroad,it summarizes the theoretical achievements and the latest research trends of its research at home and abroad,to guide the better research of this paper.Then,This chapter mainly introduces the origin,theme,product type,content and marketing of "Lianyungang Summer" Tourism Festival.Thus,we have a comprehensive and detailed understanding and grasp of the "Summer of "Lianyungang Summer" tourism festival.Chapter four is a questionnaire designed for "Lianyungang Summer" Tourism Festival.Firstly,it descriptive statistics are made on the basic situation of tourists.Secondly,it investigates tourists' awareness of"Lianyungang Summer" Festival,their own development conditions and external development environment.The existing problems in the process of development are analyzed.And the prominent manifestations are inadequate promotion,low value of tourism resources,lack of creativity in festival activities,weak tourism experience,poor cooperation in tourism industry,imperfect service facilities,lack of market operation,low brand attraction and poor product mix.Last,Based on the existing literature theory research and questionnaire results,suggestions on the development of Lianyungang Summer Tourism Festival are put forward.The author believes that in order to achieve sustainable development,Lianyungang Summer Tourism Festival needs to strengthen publicity and promotion,enhance brand influence;deepen integration and development,improve brand attraction;comprehensively adjust and upgrade,enhance core competitiveness;strengthen marketing management,and activate new market power.