Nanjing Tourism Festival Brand Diagnostic And Shape The Study

with the development of urban tourism in China, festival and correlative activity by city folks turns to be a more and more important appeal to urban tourism. Thus, featured tourism festivals of all sorts are put forward and publicized as a significant attraction to tourists. Tourism festival activities are even sponsored to help build the image of "tourism city" and promote city popularity as a tourism brand. However, although there are many different tourism festivals throughout China, really successful tourism festival to be boasting of international and domestic popularity with sustainable development hardly exist. The reason is the problem largely results from lack of brand oriented operations and management; also we are relatively short of researches on festival tourism brand, which is exactly the start of this thesis.Based upon objective comments on what has been achieved home and abroad of researches on festival tourism as well as upon related elementary conceptions to festival tourism, the thesis elaborated on the development, characteristics and different types of festival tourism; with pivot placed in analyzing the effect of popular tourism festival upon efforts to promote city popularity as a tourism brand, pointing out the importance and necessity of brand oriented urban tourism festival celebration. Concerning how to erect a brand for tourism festival activities in Nanjing, the thesis provided a complete "brand diagnosis" from three aspects as value transference, market performance and competition prospect of tourism brand. Concluded on the "brand diagnosis" of tourism festival in Nanjing were offered suggestions and proposals on brand erection, brand orientation, brand marketing, brand monitoring and brand operation.