The Research On Xianning City’s Event Tourism

In a short span of three decades, our Chinese tourism industry grew up into mature from its infancy, the demand for tourists also experiences rich, it has made a big recently. Pure sightseeing is not the major tourism product for the tourists any more. Some forms of tourism which can give tourists abundant experiences and participation are required by a lot of tourists. The festival tourism just meets the demand for such tourists, and therefore it had tremendous growth throughout our country. It become a important means for the tourist destinations promote themselves, and improve their images. Event tourism is also transmitting "local spirit " and local culture, shaping or re-build the regional and urban image. Government has linked the festival tourism development to regional economic development and international cooperation closely. Regional tourism development is becoming more and more important in the whole economic growth. Based on the analysis of Event Tourism Research we find that there are a few researches on the small cities to develop event tourism. This thesis makes Xianning Event Tourism as the object. It analyzes tourism marketing strategies in Xianning festival. I hope this can make a small contribution to Xianning festival tourism.This thesis is divided into five parts. The first part is the introduction. It analyzes the current situation from at home and abroad. And it also introduces researching background and objects, main contents. The second part is introducing the related concepts, such as festivals, events, event and festivals. And define the researching targets of this paper. And it also introduces the models of events, events and festivals. The third part of the paper studies the current Situation of Xianning festival tourism, Introducing the event tourism and 4P’s theory. It focuses on analyzing planning strategies, developing strategies, pricing and promoting strategies. And it finds out the problems from the marketing channels. Part IV is marketing strategies on xianning event and festival tourism. Using SWOT analysing method to analyzing strengths, weaknesses, opportunities and threats and then find out the solutions to these problems. Part V is conclusions. It summarizes the research and points out the disadvantages of this thesis.