China's Tourism Festival Market-oriented Operation Study

Tourism festivals are hold almost all over China. Tourism festivals are regarded as a very important thing that can set up a tourism image and raise the district influence and improve the social environment. Several years ago, government did almost all the work Because of the comprehension of tourism festivals. With the development of the socialism market economy, marketing of tourism festivals are putting forward arid the importance is recognized gradually. After a long time in-spot investigation in different places, the writer find that marketing of tourism festivals is on the primary stage. Meanwhile, the research on the marketing of tourism festivals is very poor.The paper is divided into four parts:First:the concept of festival and tourism festival; the division of tourism festivals.Second:the analysis of the questions and reasons of the nowadays tourism festivalsand the analysis of the benefit of tourism festivals.Third:the analysis about the marketinc and tourism festivals marketing.Fourth:the analysis of typical cases of marketing festivals.Last:the way of marketing about the tourism festivals.Solutions presented in the paper can be summarized as follows:oTourism festival is an organized comprehensive festival that contains tourism value.oEconomic benefit is the premise and assurance of sustainable social benefit in tourism festivals.oMarketing is a changing process from the order gi\'en by the government into the equal transaction among the economical bodies.oWage form, contract form and sharing form are three basic forms of marketing of tourism festivals in china.oThe way of marketing of tourism festivals in China is to distinct of properties then construct transaction platform then make transaction rules then operate the properties then amplify the supervision system.