Fuzhou San Fang Qi Xiang Tourism Festivals Branding Research

The future development of society will be leisure for the core showing the normal socialization, and brought the tourism industry will occur in the leisure industry development trends, the types of tourism products, eco-tourism, leisure and tourism, sports tourism and cross-cultural tourism demand will grow, the demand for business tourism, conference tourism is weakened due to communications technology, importance of tourism festivals. Since the reform and opening up, China’s tourism festival under the guidance of the "Travel up the stage, the economic and trade singing" organization of ideas developed rapidly. A variety of tourism festivals, surging across the country almost every region have launched a tourism festival activities with local characteristics. However, in many tourism festivals, with influential brands of domestic and international festivals, but few, the vast majority of tourism festivals, small-scale, low-grade, affecting not only failed to produce economic and social benefits, and a great waste of all kinds of social resources. With the growing world market and economic activity is becoming more international, the competitive situation of the tourism festival is becoming increasingly fierce. Distinctive tourism festival, in order to make their own festival to be invincible, it is necessary to build an influential brand of tourism festivals, to improve their international competitiveness and achieve sustainable development of the tourism festival.This paper briefly introduces the research background and significance of the paper, analysis of domestic and international tourism festival to introduce the research method, research and technology roadmap; Second, the basic theory of the tourism festival and brandexplore and make tourism festivals, tourism festivals, the concept of brand is defined, summed up the characteristics of the tourism festival, the dynamics and the role played by socio-economic development; and then select the three lanes and tourism festival as an empirical, the status of the three lanes and tourism festival, the specific problems in the lanes and tourism festival, and the use of the Delphi expert consultation, the analytic hierarchy process, qualitative and quantitative method, from festive tourism brandexpand the analysis of impact factors and the constituent elements of the festival brand, and the important factor of five lanes and tourism festival of brand building; Finally, brand positioning, brand design, brand marketing, brand extension, brand management, fivethe proposed lanes and Tourism Festival brand building strategy.