The function of festival tourism [2]

The purpose of festival tourism is not only to attract tourists, investors, sponsors and other participants, but also to bring many effects to successful festival tourism activities.

1. Improve the tourism competitiveness and popularity of the host city.

Festival tourism not only has its own tourist attraction, but also plays a role in tourism marketing. To some extent, the marketing function of tourism festivals is greater than its own tourism function. On the eve of the event, the organizer will integrate local tourism resources such as history, culture, industry, agriculture, etc., give full play to their advantages and improve local tourism competitiveness; Study tourist attractions, scenic spots and routes, strengthen and improve tourist facilities, and actively promote sales. During the festival, the high-intensity, multi-directional and large-scale publicity activities and the widespread concern caused by them have formed a huge sensation effect, which has made more and more people leave a deep impression on the city through various media or field trips, thus strengthening the image of urban tourism in a short time. For example, in 1990s, Dalian implemented the strategy of "Famous Brand of Urban Environment" with its superior location, beautiful environment and pleasant climate. After years of hard work, European architecture and modern architecture in Dalian complement each other, and female mounted police are scattered all over the city square. The reputation of football city and the atmosphere of clothing festival have rapidly enhanced Dalian's popularity and reputation, attracting a large number of domestic and foreign tourists to visit. The Jiugongshan Summer Art Festival in Hubei Province has been held since 2000. On the eve of each activity, the history and culture, Taoist holy land, green mountains and green waters, natural ecology and scenic spots of Jiugong Mountain are vigorously promoted in various ways. These publicity have made the Summer Festival more and more famous, and its image is getting better and better, attracting many domestic and foreign tourists to spend the summer vacation and promoting the development of local tourism. The theme of successful festival activities can also be synonymous with the image of a city, just as people think of Spain when they mention bullfighting, Nanning when they mention folk art festivals, Weifang in Shandong when they mention kite festivals, and Qingdao when they mention beer festivals. These successful cases show that festivals have formed a strong corresponding relationship with venues, which can quickly enhance the visibility of venues. Boao, Hainan Province was originally a poor village, because Boao Forum for Asia made Boao and even Hainan Province famous.

2. Make up for the shortage of supply and demand in the off-season of tourism

Affected by seasonal changes, tourism can be divided into off-season and peak season. During the peak season, tourists are like a tide; In the off-season, resources are idle. Diversified tourism festivals provide tourists with more choices and better satisfaction, so that the destination tourism resources can be used to the maximum extent without exceeding the carrying capacity. For example, during the Harbin International Ice and Snow Festival, more than one million tourists came to visit, and the occupancy rate of major hotels in the city generally increased by 30% to 50% compared with the same period in the past. Similarly, in the off-season of tourist attractions, holding festivals that people like will attract a large number of tourists.

3. Adjust the structure of tourism resources in the host place to improve the management level of tourism operators.

Festival tourism is a comprehensive tourism activity. By holding festivals, the tourism resources in the host place can be optimized and combined, which greatly promotes the change of the singularity of tourism activities in the host place. Festival tourism is a typical special tourism project, and its market operation is more complicated than ordinary tourism market. Therefore, tourism operators are required to make great efforts in the planning, theme, selection and tourism promotion of this market.

4. It can meet the multi-level needs of tourists

The content of festival tourism is all-encompassing, involving clothing, architecture, religion, etiquette, seasons, songs and dances, drama, food and many other aspects. Visitors can relax themselves by participating in various festivals and enjoy foreign culture and history. For example, Wuhan International Tourism Festival fully displays Hubei Chu culture, Three Kingdoms culture, religious culture, water culture, Wuhan modern culture and citizen culture through festival activities. In the cultivation of cultural atmosphere, tourists can not only visit the beautiful natural scenery such as East Lake and Yangtze River, but also participate in large-scale entertainment activities such as float parade and fireworks show. Tourists, regardless of gender, age, farmers or intellectuals, can find their own interests in festival activities and meet the requirements of their own experience.

5. Improve and perfect the infrastructure of venues.

Good infrastructure and tourism service facilities are the strong support and indispensable conditions for the development of tourism. Holding a tourism festival can improve the transportation, environmental conditions, hotels, sports venues, leisure places and other infrastructure of the venues, thus further improving and perfecting the comprehensive tourism reception capacity of the venues. Before the Tourism Festival, the organizers will focus on renovating scenic spots, roads, bridges, houses, green spaces, hotels, restaurants, amusement places, stations, docks and supply facilities. In the tourist destination, demolish the illegal buildings, clear the occupied materials, clear the roads, maintain the scenic spots, and clean them up to make the site more tidy, beautiful and beautiful. During the tourism festival, management will be strengthened, rules and regulations will be established and improved, and service functions will be improved. For example, for the World Expo in Kunming, in order to ensure the tourism quality of many visitors, Kunming not only transformed various scenic spots and hotels, but also invested more than 654.38+billion yuan to carry out 654.38+08 key supporting facilities construction projects. Including road widening, greening, overpass construction, 15 road overhaul, urban water pollution control, etc. At the same time, more than 0/000 taxis and nearly 300 buses were purchased, and the construction of communication facilities and tourism information networks in the Expo Park and urban areas was completed, and the urban infrastructure was greatly improved. These can not only ensure the transportation, communication and consulting services during the World Expo, but also bring long-term benefits to the daily travel of Kunming citizens.