Study On Brand Cognitive Of Shanghai Tourism Festival

Viewed from the world tourism background, Festivals and Special Events (FSE) had become an important part of international tourism destination city's tourism resource. Since the 80s of the 20th century, Europe and the United States had strengthened FSE scientific management and market operation and made FSE an important engine to promote cities' tourism development. In China, FSE is an important way of city marketing and the creation of city imagine. It is the key to create a tourism destination.Shanghai Tourism Festival is one of important tourism festival in China. After more than ten years of development, Shanghai Tourism Festival is far from achieving its desired goal, failed to achieve their "people's festival" as a Purpose, and lacks strong public support. Nowadays Shanghai Tourism Festival is still a regional brand, not an international brand. From the perspective of the market, brand awareness as a focal point, and in comparative perspective, my paper aims at gaining a better understanding of Shanghai Tourism Festival brand cognitive and inspected Shanghai Tourism Festival brand recognition channels and its influencing factors. In this context, my paper mainly focuses on the following aspects:Firstly, analyzes Shanghai Tourism Festival's brand cognitive. To understand Shanghai Tourism Festival's status and compare with other well-known domestic festive, my paper based on empirical research to obtain first-hand information and used Graveyard model to analyze Shanghai Tourism Festival.Secondly, analyzes Shanghai Tourism Festival activities' cognitive. Tourism festivals' products are the carrier of festival spirit. Shanghai Tourism Festival has many of the typical activities. Based on empirical research, from the market perspective, my paper analyzes Shanghai Tourism Festival activities' cognitive. Thirdly, analyzes Shanghai Tourism Festival's brand recognition channels. This paper investigates Shanghai Tourism Festival cognitive channels to grasp the transmission channels of Shanghai Tourism Festival brand and its influencing factors.The study concludes five chapters: Chapter 1 is the preface. Chapter 2 is Shanghai Tourism Festival's development status and its impact on city tourism. Chapter 3 is Shanghai Tourism Festival's brand cognitive analysis. Chapter 4 is the comparison of Shanghai Tourism Festival's brand cognitive in different resident groups. Chapter 5 is the conclusions and suggestions.