Liangshan Torch Festival —— On the Promotion of Torch Festival to Liangshan Tourism

Abstract: ethnic festivals is favored by tourists because of its strong participation and national characteristics, and has become a hot spot in tourism development. National festivals are the essence of cultural and sports activities of ethnic minorities, showing a nation's songs and dances, costumes, religious beliefs and folk customs. This paper analyzes the significance of festival tourism development, and discusses the promotion of the development of Liangshan Yi torch festival to the tourism development in Liangshan area.

Keywords: Torch Festival; Intangible cultural heritage; Development; Push; function

Ethnic festivals is a part of folklore, an important material support for folklore tourism and an important part of tourist attractions. Liangshan Prefecture, as the largest inhabited area of the Yi people in China, is rich in ethnic characteristics, with a complete display of Yi customs from costumes, songs and dances to daily necessities and Bimo culture. Torch Festival is the most representative festival of Liangshan Yi people. The development of Torch Festival will attract tourists to Liangshan, promote the development of Liangshan tourism and greatly promote the development of local tourism economy.

First, Liangshan Yi Torch Festival

Torch Festival is a unique traditional festival of the Yi people, and it is the most grand and joyful program of the Yi people every year. Since the Han and Tang Dynasties, it has followed 1000 years. On June 24th of the lunar calendar every year, in Xichang, the famous space city and the "moon city", Yi compatriots living there should put on festive costumes, sing and dance, hold a huge beauty pageant and costume-playing, horse racing, wrestling and archery competitions, and light torches to March in the wilderness at night to commemorate their heroes. Today, with the economic development and social progress of Liangshan, the "Torch Festival" of the Yi people in Liangshan is closely linked with Liangshan's opening to the outside world, strengthening horizontal ties and promoting material exchanges, adding new ideas with the characteristics of the times to this traditional festival.

2. The development status of Liangshan Yi Torch Festival

Liangshan Yi Torch Festival is one of the top ten ethnic festivals in China, one of the three major tourism festivals in the province, one of the six top tourism products created by Liangshan Prefecture, and the first batch of national intangible cultural heritage. With profound and unique cultural accumulation of Yi people, it is known as "Oriental Valentine's Day" and "Oriental Carnival". During the Torch Festival, various ceremonies will be held to let tourists feel the unique charm of Yi children. The government of Liangshan Prefecture strives to make the Torch Festival an important festival that focuses on the history and folk customs of Yi people, making it the first ethnic customs tourism festival in western China. So as to take the Torch Festival as an opportunity to promote the development of tourism in Liangshan. At present, Torch Festival has become a well-known brand at home and abroad, and a business card for Liangshan tourism, attracting tourists from all directions.

3. Analysis of the role of Torch Festival in Liangshan tourism development.

(A) Torch Festival activities are rich and colorful, fully demonstrating the image of Liangshan as a big country with cultural resources.

In recent years, with the development of Torch Festival, many fresh elements have been injected under the premise of protecting the original traditional elements. For example, during the Torch Festival, Bimo art performance, Yi characteristic song and dance performance, Yi traditional competition, large-scale original ecological scene Yi Song and dance performance "Millennium Yi Rhyme? There are colorful Liangshan, revisiting red classics and recalling revolutionary years, dam film activities, and grape picking tour with red grape manor characteristics. These activities fully demonstrated the charm of Xichang's tourism resources and the level of holding festivals, and were welcomed and highly praised by Chinese and foreign tourists. At the same time, these activities not only show the image of Liangshan as a big country with cultural resources, but also bring objective economic benefits to Liangshan Prefecture.

(2) The Torch Festival has extended the stay time of tourists in Liangshan.

The torch festival has been extended from the traditional three days, and many new activities have been injected, which will inevitably extend the time for tourists to play in Liangshan. During the Torch Festival, tourists will inevitably choose other scenic spots in Liangshan Prefecture for sightseeing besides taking part in a series of festival activities, which effectively improves the tourist rate of scenic spots and promotes the development of local tourism.

(C) Torch Festival has significantly improved the tourist source structure of Liangshan.

At the beginning of tourism development, the tourist sources of Liangshan tourists were generally concentrated around Liangshan 17 counties and cities. Nowadays, with the torch festival being held vigorously, more and more foreign tourists come here. Tourists are all over the country, and many foreign friends come to feel the Valentine's Day in the East. Through the Torch Festival, the tourist source structure of Liangshan has been significantly improved.

Torch Festival has enhanced the tourism image of Liangshan Prefecture.

The core productivity and competitiveness of tourism is image, and the essence of brand is image. Through the Torch Festival, the popularity of Liangshan Prefecture has been greatly improved. At the same time, the Torch Festival has gradually become a city card of Liangshan Prefecture, which makes the image positioning of Liangshan Prefecture clearer. Liangshan gives tourists an image orientation of the torch ocean, and the whole city is enthusiastic because of the torch festival. Speaking of Liangshan, people will see a torch paradise, and a city like fire attracts tourists from all directions.

(5) Torch Festival has improved Liangshan's tourism infrastructure and raised the reception level.

In order to better hold the Torch Festival and provide a good public environment, the Liangshan Prefecture government spent more than 200 million yuan to build the Torch Square. At the same time, a wetland park has been built around Qionghai. At present, the first two projects have been completed and the third project is under construction. At that time, foreign tourists can visit the lakes around Qionghai Wetland Park. In addition, the basic transportation facilities in Xichang have also been greatly improved. The opening of Yaxi Expressway has greatly eased the traffic pressure in Xichang, and tourists will no longer affect their travel arrangements because it is difficult to get a ticket. The improvement of transportation facilities provides basic conditions for the development of Liangshan tourism. For tourism enterprises, in order to achieve better economic benefits during the Torch Festival, it is necessary to strengthen the training management of enterprises, improve the overall quality of employees, strengthen the service awareness of employees, and spare no effort to improve their own tourism service quality.

Conclusion of intransitive verbs

Torch Festival itself is a tourist attraction. Torch Festival, as a special folk festival, has strong participation and great attraction to domestic and foreign tourists. The Torch Festival will promote the development of relevant service industries in Liangshan Prefecture, attract more foreign tourists to visit Liangshan, greatly improve the popularity of Liangshan tourism and greatly promote the development of Liangshan tourism. Therefore, we should do our best to develop the Torch Festival, give full play to the role of Torch Festival in promoting Liangshan tourism and make Liangshan tourism develop more and more vigorously!

About the author: Gebo Tiezhi (1983-) female, Yi nationality, lecturer of Xichang College, Sichuan Province, with a master's degree; Research direction: tourism culture and the development of ethnic tourism.