Research Based On The Tourists Evaluation Of The International Plum Blossom Festival Of Nanjing, China

In recent years, with the rapid development of the tourism, a new batch of Mei flower-theme parks and scenic areas were transformed and bulit around the country. At the same time, by organizing the Plum Blossom Festival or Plum Exhibition, the local government try to promote tourism development, the image of the city and attract foreign investment. However, with the rapid development, there are problems such as intensified homogeneity and low travel attractive. Therefore, the in-depth study of Plum Blossom Festival has become a urgent issue.This paper takes the tourists of Nanjing International Plum Blossom Festival as a research object, conduct field interview and questionnaires, to understand the characteristics of the major groups of tourists, to analysis the purposes and needs of different groups of tourists, combined with the the landscape planning discussions through field surveys. The paper mainly discusses from the following five aspects:(1) Firstly, the paper defines the concept of the event tourism, flower festival and mei flower special gardens, summarizes the research progress of the flower festival and the mei flower special gardens home and abroad.(2) Secondly, the paper deeply analysis the selected case International Plum Blossom Festival of Nanjing from project overview, advantage and disadvantage, then design the questionnaire.(3) By conducting the tourists questionnaire, using the data analysis method, the paper tries to analysis the major tourist groups in five aspects:tourists characteristics, tourists travel features, evaluation of the Plum Blossom Festival, the overall assessment of tourist satisfaction and mei flower-viewing preferences.(4) Based on the analysis results, the paper discusses the existing planning and design problems of Mei Flower Hill scenic area in the external traffic, overall layout, road nework, the attractions design, infrastructure, supporting facilities, activity space, plum landscaping and planting design from the views of tourists, and made recommendations in future transformation during and after Nanjing International Plum Blossom Festival.(5) Finally, the paper summarizes the research conclusion, and finally discuss the inadequacies of the paper.