Research On Mechanism And Path Of Tourism Industrialization Of Festival/Special Events Resources

The relationship among population, resources, environment, economy and society is the basic problem and must be paid great attention throughout the sustainable development of human society. For over-reliance on material resources, traditional industry has led to worsening shortages of material resources and worsening of relations between population and the environment. With the arrival of late industrialization and even the post-industrial era, more attention is paid to the development and utilization of less energy consumption, less pollution, reusable cultural resources. Tourism industrialization of festival/special events resources is an important way of the development and utilization of cultural resources, as well as new direction of tourist industry, which is significant for the optimization of industrial structure and resolve contradictions among population, environment, economy and the society, meanwhile, which also provides theory support and practical guidance to promote the integration development of tourism and cultural festival/events.This study focused on theory and path of tourism industrialization of festival/special events resources, and combined theoretical and applied research. Firstly, on the basis of full literature collection and analysis induction, the study combined inductive reasoning and logical thinking to construct "merging effect" theory system of f festival/special events (industry) and tourism (industry), specifically including agglomeration effect, interactive effect and symbiotic effect between festival/special events industry and tourism industry, and all of the three effects promote the integration of festival/special events and tourism, bring about tourism industry of festival/special events, and promote its development. Secondly, relying on the above theory, this study investigated and made case analysis to use on-site experience, questionnaires and interviews, combining with deductive reasoning, Based on the Perspective "Population-Industry"to put forward the path of tourism industrialization of festivals/special events resources, namely:(Festival/special events tourism) Population analysis-resources development-production-industrial operations.(1) Merging effect between festivals/special events and tourism is the internal principle of tourism industrialization of festivals/special events resources. Firstly, agglomeration effect between festivals/special events and tourism—including agglomeration effect of festivals/special events and agglomeration effect of tourism, is the basis of interactive effect and symbiotic effect. Secondly, interactive effect between festivals/special events and tourism is embodied in customer interaction, source interaction, production and marketing (brand) interaction, and its internal mechanism is that both catalyst effect from festival/special events to tourism and maternal effect from tourism to festival/special events interact and promote each other. Finally, symbiotic effect between festivals/special events and tourism, from perspective of "population-industry", is embodied in symbiotic integration of need, cognitive, behavior of customers, and resources, products, and industrial operations of industry elements. Thereby,"tourism industry of festivals/special events " has become a new industry.(2) It’s precondition of tourism industrialization of local festivals/special events resources to analyze character, need, cognitive, behavior of population of festivals/special events tourism. The study’s survey of different classic cases showed that customers had their own internal characteristics, and also had something in common with character, need (motivation), cognitive (attention), behavior of customers from festivals, concerts, sporting events and other major festivals/special events. Therefore, according to these internal characteristics, we should follow their own traits and work orderly to exploit and develop the festivals/special events resources, manufacture products, operate industry generally, and promote tourism industrialization of local festivals/special events resources in practice.(3) The essence of festivals/special events is folk culture. Therefore, they are folk cultural resources and have their own characteristics. Firstly, essentially, pedigree of festivals/special events is mainly made up of material culture, nonmaterial culture, and celebrity culture resources. Secondly, according to the degree of integration and size of effect on the local tourism industry, festivals/special events resources available for tourism development can be divided into four types:strong tourism, tourism, semi-tourism and weak tourism. For their different characteristics, we should develop them differently and promote the integration of festivals/special events and tourism, namely, the development of festivals/events and tourism industry. Thirdly, we should base on system theory and follow the principles to develop traditional festivals culture resources, such as respect, novelty, integrity and scale. And we can use Festival Identity System (FIS) and practical operation system to develop traditional festivals resources from space orderly and time orderly.(4) The intra-industry specialization and specialized production of festivals/special events tourism industrial chain connect closely and promote each another. Firstly, the intra-industry specialization of festivals/special events tourism industry should follow its inherent logic of industrial chain ecology—"supply-production-marketing", and build product system from core and extending industry chain respectively. Secondly, specialized production of festivals/special events tourism goods can have two space development modes on basis of its local space, namely localized development and enclave development. Meanwhile, in order to promote specialized production of festivals/special events tourism goods, we should consider current status of China’s tourism industry and festivals/events activities, improve the management and operating mechanism to guarantee their normal operation. (5) Centralized operation of festivals/events tourism industry is the foundation of developing festivals/events sources and specializing production of festivals/events tourism goods. It is significant for tourism industrialization of festivals/events resources and should be carried out from space and marketing centralization. Firstly, the space centralization of festivals/events tourism industry is based on the ecological balance of festivals/events tourism industry chain, and industry cluster and cluster area as a result. Specifically, industry cluster of festivals/events tourism has customer-driven, market-driven and mixed-driven modes. While, industry cluster area of festivals/events tourism (namely, general entity of festivals/events tourism) has8support types of scenic spot, leisure park, theme park, culture (creative) park, Recreational Business District, Conference and Exhibition Facilities, sports venue and comprehensive ones. Festivals/events tourism industrial chain ecology can be optimized from both the vertical and horizontal dimensions. Secondly, the core of marketing centralization of festivals/events tourism industry is image marketing of festivals/events tourism destination, and it includes the shape of destination image and its spread. Specifically, the key to shape the image of festivals/events tourism is to build image (identification) system scientifically from dominance and recessive image, and impact on people’s visual image recognition by dominance image and impact on people’s behaviors and ideas by recessive image. While, the essence of image spread of festivals/events tourism destination is to design plans and strategies of imagery and contents. In order to guarantee its effective spread, we can begin with breakthrough from concept (make accurate image and core ideas), and then innovation (refine the image symbol and plan activities), and establishment of suitable marketing institution and general marketing mechanism of destination.In addition, the study also had some other innovations. For example,"merging effect" theory system was created from the unique perspective of relationship between population and economy. What’s more, specific path framework of tourism industrialization of festivals/special events resources was put forward. Moreover, according to integration degree and effects of local tourism, classification system of tourism development was proposed for the first time. And we also built festivals/special events tourism industrial chain ecology and product system, summarized development model of industrial clusters and area of festival tourism, created Festival Identity System of tourism destination, and so on.