A Study On The Dissemination Of Qufu's City Image By Festival Activities

Since the 1980 s,mass cultural tourism activities with the main purpose of promoting tourism development have developed rapidly in China.Many cities have developed and enhanced local economy and spread and built city image by holding festivals themed with local culture.The development of festival activities,on the one hand,depends on China's rich traditional festival resources,and on the other hand,cannot be separated from the support of national policies.The international Confucius culture festival came into being at such an opportunity.Qufu international Confucius culture festival,as one of the "top ten festivals with the most international influence in China",has become an important name card to promote the image of qufu city.In this context,this paper analyzes the theme of Confucius cultural festival and the dissemination of qufu city image,in order to explore the general principle of spreading city image by festival activities.The main body of the article consists of the following four chapters.The first chapter introduces the development history of Confucius Cultural Festival and its spreading city image.Combing the development course of Confucius Cultural Festival and the characteristics of Confucius Cultural Festival activities separately,summing up the unique image of Qufu City spread by Confucius Cultural Festival in combination with the unique cultural tourism resources and rich festival cultural content.The second chapter analyzes the process of spreading city image in Confucius culture festival.This paper discusses the status quo of urban image communication in Confucius culture festival from five aspects: communicator,communication content,media,audience and communication effect.In terms of communicators,this paper defines the three main bodies of government,traditional media,social organizations and the public according to the communication reality of the cultural festival.In terms of communication content,this paper discusses the city image spread by festival activities,centering on the symbols of qufu's local historical and cultural resources,natural and humanistic landscape resources,scientific andeducational resources,humanistic quality and urban style.In terms of communication media,this paper discusses from the media system shown,the media system reproduced,and the media system of machine according to hart's classification of media.In terms of audience and communication effect,the effects of communication behavior on audience's cognition,psychology,attitude and behavior are analyzed based on the characteristics of the audience in the communication positioning based on questionnaire.The third chapter interprets the meaning and dilemma of spreading city image based on social research and literature review.In terms of significance,it has accelerated the level of urban economic development,promoted the development of urban spiritual civilization,improved the ecological environment of the city,and enhanced the international reputation of the city.However,due to the repetition of the content,the dislocation of the main body and the improper use of the platform in the communication activities,there are some misunderstandings in the communication process,which to some extent limit the dissemination of Confucius culture festival to the city image.The fourth chapter,based on the case study of Confucius culture festival,discusses the strategies of spreading city image.Aiming at the problems existing in the process of spreading the city image of qufu in the current Confucius culture festival,this paper puts forward some feasible Suggestions from the three aspects of spreading content,main body and way.In terms of communication content,we should focus on improving the shaping function of the festival itself and integrate the iconic festival activities with the city image.On the subject of communication,the government,the media and the masses should coordinate the relations among the three,and give full play to the role of multiple subjects in communication under the leadership of the government.In the way of communication,the branding and serialization of festival activities should be realized to promote the sustainable development of festival activities.In a word,the benefits brought by the international Confucius culture festival to the city image dissemination of qufu and the breakthroughs made in the face of difficulties can provide ideas and references for other cities to spread the city image through festival activities.As animportant carrier of urban image dissemination,the study of festival activities deserves continuous attention.