| Our festival is rich resources economy and culture, as the national long history and culture of the important component. With the development of the market economy, China’s various festival emerging economic activities, the festival has the form of diversification and internationalization, have many regional economic and cultural development pulled the modern festival activities. Of our local economic and cultural festival activities are more than5600, has become the festival activities country. Our festival culture was showing the great vitality. In the globalization, international into of time theme today, all kinds of culture, economy is speeding up the communication, collision and fusion. in this trend, always festival tourism as a new period of participants with festival tourism development the fundamental guiding thought, around the festival tourism research is of great, significance.Through the participants satisfaction and tourist motives and research of the relationship between the recommended intentions, visitors can find the potential demand, clear and concerns the interest of the tourists in, be helpful for the festival tourism more effectively design festival theme, establishing tourism route arrangement program, for all aspects of the festival, is a festival tourism development planning, management, and decision-making, market forecast, product design, image positioning and the important basis of propaganda; To develop the tourism resources, products and festivals existing resources, products of the prospect are also has important practical significance.At the same time, increasing festival tourism competition forced the government, tourism enterprise looking for new ways to attract tourists to come, Therefore, through the increase of the participants in the festival tourism satisfaction, enable participants to promote a festival tourism products to the way to establish long-term competitive advantage is the Important means.This study according to the general satisfaction degree theory, Red tourism festival in changbai mountain as an example, by analyzing the previous papers on the festival tourism, festivals tourist motives related theory, sums up the red leaves contain large changbai mountain festival shows, theme activities, ornamental, mountain climbing, local culture, food and so on many kinds of content, belongs to the folk customs and sports festival tour types; And with tourism need models based on JinGenYu, HanYingZhen about cultural tourism festival in the motivation and people’s university of China national tourism group about the motives of holidaymakers classified red leaves of changbai mountain festival participants motivation classification; Participants discussed festival tourism motivation, satisfaction and recommend the relations between the intention.The maple leaves of changbai mountain festival of participants questionnaire survey, the application SPSS17.0software analyzes the relevant data. The factor analysis, the results showed that participants motivation is the festival red leaves changbai mountain contain cultural experience, the pursuit of natural curiosity, human factors, education significance, escape from daily life and family affinity six factors. Using regression analysis proves that the six factors to affect all satisfaction, and further proof that the festival tourism participants to affect motivation satisfaction, participants’satisfaction to recommend intention effect.According to the festival of changbai mountain maple leaves motivation, satisfaction and recommend research of the relationship between the intent, this paper thinks that, in order to successfully held changbai mountain festival red leaves must be1, outstanding theme design, improve festival tourism product competitiveness;2, targeted arrangement program, reasonable planning tourist line, raise the participants in the festival tourism identity, satisfaction, to achieve high recommend degree;3, increase marketing efforts, know the necessity of relationship marketing. |
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