[The role of festivals in tourism development] What role does tourism resources play in tourism development?

About the author: Executive Vice President of Travel Times Magazine, General Manager and Associate Professor of Haoyunda Advertising Culture Communication Agency. He has published more than 200 papers on management, statistics, resources, tourism, economy, communication and other subjects in domestic and foreign media, participated in the preparation and co-authored many works, and won national, provincial and ministerial-level scientific and technological progress awards for many achievements, and won the the State Council Science and Technology Key Project Award during the Seventh Five-Year Plan period. I have worked in government, enterprises, schools, scientific research and news organizations, and participated in planning and organizing many large-scale activities.

Zhang (right), executive vice president of Travel Times magazine, and Mr. Steven, president and CEO.

The Chinese nation has a long history. In the long-term practice of production and life, many traditional and ethnic festivals have been born, such as Spring Festival, Mid-Autumn Festival, Dunbar Festival for ethnic minorities, Nadam Festival, March Street and Shepherd Festival. With the gradual deepening of China's reform and opening up and the rapid development of socialist modernization, some modern festivals have been planned, organized and held in various places on the basis of traditional festivals and ethnic festivals. These festivals either tap the local cultural connotation or reflect the regional characteristics according to the advantages of resources and industries, which greatly enlivens the spiritual and cultural life of the people and plays a great role in promoting the development of tourism economy.

According to incomplete statistics, at present, there are more than 5,000 festivals in China, most of which are successful and have rich cultural connotations, which have become the catalysts for the development of tourism economy. For example, Qingdao International Beer Festival, Dalian International Fashion Festival, Harbin International Ice and Snow Festival, Pingyao International Photography Festival and Nanjing International Ethnic Art Festival have become influential brand projects.

As a sunrise industry, tourism is a sign of local economic prosperity and social civilization progress. In recent years, Scientific Outlook on Development has been established all over the country, which attaches great importance to tourism and takes tourism as a new economic growth point and pillar industry to cultivate and develop.

The function and significance of festival activities to tourism mainly include: shaping tourism image. For example, after the China Shanxi Tourism Promotion Conference launched the tourism plan of "Ancient Chinese Civilization, Good Scenery in Shanxi" in 2003, the total tourism revenue of that year was 654.38+06.072 billion yuan, a record high; Enhancing popularity, such as the successful holding of Pingyao International Photography Festival, has brought Pingyao's world status to an unprecedented new height, and its brand culture marketing has set a new example in the country; Promote the improvement of infrastructure, optimize the tourism environment, promote consumption and promote the development of tourism-related industries. For example, the Yunnan World Expo, 1999, received more than 9 million visitors in May alone, bringing unlimited business opportunities to Yunnan's tourism, catering, entertainment, accommodation, transportation, communications and other industries. In the first nine months alone, the total tourism revenue reached 174 billion. Increase the peak season passenger flow to fill the shortage of off-season demand, such as winter, which should be the off-season of tourism. In Hong Kong, the "Colorful Winter Festival" was successfully planned and held, which attracted many tourists and turned the off-season into the peak season. Promoting traditional culture has far-reaching influence, such as Qufu International Confucius Culture Festival and Tianshui Fuxi Culture Festival. Publicity has been strengthened to promote the sales of tourism products, such as Taishan 1985, which only received tourists10.3 million person-times. By holding Taishan International Mountaineering Festival, the number of tourists in 2006 increased to 5 million, 5438+0. Shanghai Art Festival has brought a large number of overseas and provincial tourists to Shanghai's tourism industry. In 2003, the tickets booked by overseas tourists for the International Magic Festival alone reached several hundred thousand yuan.

As a tourist attraction, festival activities are an integral part of the tourism product system and play an increasingly important role in the development of tourism. This is not only the performance of economic development achievements, but also the requirement of social progress and civilized development. However, there are also some problems to be solved urgently, such as the theme is not prominent, the image is not clear, the characteristics are lacking, and the innovation is not enough. The degree of industrialization is not high, the input and output are disproportionate, flashy, lack of market research, do what you can, and blindly seek perfection; There are many administrative interventions, and the market role is insufficient. Most of them are sponsored by the government, and there is a lack of professionalism in professional planning and operation. No brand has been formed, its popularity is not high, and it lacks sufficient participation and openness.

The model of "government guidance, enterprise commitment and market operation" has been accepted by more and more organizers. According to local conditions, responding to market demand, taking advantage of unique advantages and choosing distinctive theme propaganda are the support points for successfully holding festivals, and internationalization is also a necessary condition for the growth and development of festivals. It can be said that the relationship between locality and internationalization is interdependent and dialectical unity, which runs through the whole process of the emergence, cultivation and development of festival activities and is one of the keys to the success of festival activities. In addition, it is very important that festivals must be endowed with cultural connotations and match the local cultural background and theme. It is not a successful festival to pay a lot of money to invite a group of stars, engage in some old-fashioned pop songs at the party and win a festival name. Festivals should not only set a stage for the economy, but also fully display the charm and function of culture. Culture and economy complement each other and promote each other. Festivals without cultural background are unattractive and impossible to last.

The author believes that holding festival activities should be based on the principle that "first-class planning, first-class products and first-class promotion can create first-class benefits", and governments at all levels, associations, media and private enterprises should play their respective positive roles to form a good planning and operation team, which reflects the series and systematicness, can not be eager for quick success, advocate public participation, and industrialize festival activities, and at the same time have cultural, national and international characteristics.

In 2005, the author participated in the planning of the Yellow River Soul/China Love, a global Chinese chorus, The First China Hukou International Chorus Festival, China Changzhi? Shangdang International Myth Art Festival is in full swing. Sincerely welcome friends from all walks of life to pay attention and support, so as to promote the better development of tourism in Shanxi and even China.