Research On The Impacts Of Festival & Special Event To Tourism City Brand

In the background of global competition in the field of tourist cities, the brand to gain a competitive advantage as a tourist city, to attract business, investment, tourists, residents, practitioners, and other resources of various public institutions have been recognized as a strategic tool for domestic and foreign experts and industry. Festival& Special Events(FSE) with its huge image communication focusing effect, the combined effect of the economic benefits and related industries driven by the effect of the importance of tourism city, has become the government, enterprises and individuals to tourists, consumers and local residents display their image, to gain acceptance an important combination of tools, is a tourist city location, shape, spread, an important means of transformation and optimization of the brand.From the perspective of brand association, FSE is defined as an important source of tourism city brand and influencing factors, and test a theoretical model proposed a festival of tourism city brand, specifically the section is to examine what the generated brand association tourist behavior related to the relationship between intention and tourism travel between cities and affect the strength of the brand.To achieve this goal, by using SPSS17.0, AMOS21.0 and others, this study takes SANYA as example to survey ―Miss World Competition‖,―National welcoming ceremony and diplomacy‖and―Beijing Olympic torch relay” and other iconic activities by questionnaires, data analysis and model validation.The conclusion of the study is following:(1) the model of ―FSE-brand association-tourist behavior intension-tourism city brand effects‖ is OK. FSE needs one mediating variables influence through brand associations to make a significant impact on the tourism city brand.(2) FSE WULI elements have significant effects to tourism benefit associations, city property associations and tourist attitude associations each, while tourism benefit associations and city property associations both have a significant impact on the tourism city brand.(3)FSE SHILI elements have significant effects to city property associations and tourist attitude associations each, while city property associations have a significant impact on the tourism city brand.(4)FSE RENLI elements have significant effects to city property associations and tourist attitude associations each, while city property associations have a significant impact on the tourism city brand.(5)However, the FSE WULI elements have no significant positive impact on tourism benefit associations, and the FSE RENLI elements have no significant positive impact on tourism benefit associations, and tourist attitude associations have no significant positive impact on the tourism city brand.In addition, using text analysis questionnaire open-ended questions were analyzed, the papersuggest Sanya needs to developfour key types of FSEincluding―Travel and Leisure‖, ―Sports and competition‖,―Arts & Entertainment‖, ―Local culture and Celebration‖. At the same time, Top 10 FSE themes recommended by thequestionnaireare ocean, beauty, sports, travel, Ni & Miao nationality, food, wedding, carnival, music and movie.