| With the leisure cored socialization of the future society, the tourism appears to be a trend of the industrialization of leisure. In terms of types of tourism products, the demand of ecological tourism, industry tourism, leisure tourism, sports tourism and transcultural tourism will increase, while the demand of the business tourism and conference tourism will decrease, owing to the improvement of the communication technology. Also, the importance of the festival tourism will gradually emerge.According to the market requirement, some provinces of our country develop festival tourism of certain brands, such as Harbin snow festival, Shanghai international clothing festival, Guangdong international tourism culture festival and so on. For better propaganda and introduction of Nanshan, Shenzhen, lichi culture and tourism resources to the tourists both home and abroad, since 1999, with the support of the Shenzhen tourism bureau, taking advantage of the rich tourism resources, beautiful ecological environment and the famous southern fruit, the special lichi from Nanshan, integrating the activity topics of the national, provincial and municipal tourism bureaus, Nanshan district hold the tourism festivals of different types and melodies every year.However, despite ten Lichi Festivals, the brand didn't develope together with the tourism, which is the greatest deficiency of the Lichi Festival.Therefore, with the change of the developing phases of China's economy and the arrival of the brand economy, to speed up the culture of Lichi Festival brand and to possess well-known brand is of great strategical significance.This essay firstly interpreted the concept of festival tourism and brand culture. By using the Delphi method, level analytical method, character definition and quantity definition method, it analyzed and explored both the developing conditions and the composition of festival brand, and proposed tactics of Nanshan festival tourism brand cultivation at last. |
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