The Brand Design Of Regional Tourism Festival

In face of fierce market competition and changing demands of tourism consumer, festival tourism has become a new form in order to win in the competition and to better meet the needs of the consumers. Different types, different sizes of festival emerge in an endless stream ,but most of these festivals haven't turn into the real visiting card of city and a health cycle. Most festivals have various issues, and these restrict the development of tourism festivals.In order to obtain the huge pulling power of destination economy from the symbol tourism festival, the paper first reasonably choose the most developing potential festival in the destination by using the Analytic Hierarchy Process (AHP) with qualitative and quantitative integrated and then from the image, marketing, evaluation, and other aspects of its planning, so that it will become the representative of the characteristics of large-scale urban tourism brand festivals.The article is divided into six parts, the first major chapter on the background and significance of that legislation, and introduce the paper adopted by the various research methods and framework; The second part introduce the related concepts of the festival on tourism, and analyse the status of research assessment; The third part give an analysis of regional tourism festivals by using AHP and select the most development potential of the local tourism festival according to weight scores. Part IV build it into the visiting card of city from the image, marketing, evaluation perspective; Part V analyse the role of symbol festivals in the brand of city, and the author give his own ideas on how to use build a city's image. Part VI the author give a process of symbol festival's selection and plan by choosing Qingdao Beer Festival as an example and make the theory concretely and figuratively.