The Differentiation Route Choice Of The Emerging Estivals From The Example Section Of Yangbi Walnut Festival

Along with our country reform and opening up policy work of further thorough, the festival activities more and more extensive appear in people’s daily life and production. Among these various kinds of festivals, includes not only the traditional festivals in our country, such as Spring Festival, Dragon Boat Festival, Mid-Autumn Festival and so on, also appeared a lot of Modern festivals with local features, different with traditional festivals. Yangbi Yi Autonomous County in Yunnan is a mainly agricultural and tourism industries of the region, Yangbi government, with good ecological environment and a long walnut planting history, hold annual "Yunnan walnut culture festival" in September. Although the scale is not big, in its origin and the development of new festivals belong to typical representative, should be on the basis of investigation and research on the examples of Yunnan walnut cultural festival for scientific research and survey, and thus further summarized with it’s as a representative of new festivals of function and meaning, at the same time to find some emerging festival different development paths in the future.This paper is divided into four parts except preface. The first part discussed the development process, function and meaning of the walnut festival. Based on the filed investigation, analyzed and summarized the promotion to the local economic development, social and cultural construction. The second part mainly using comparative writing technique, by comparing emerging festivals and traditional festivals commonly in origin, organization form, time and space distribution, the effect of different place, analyzing the difference between the new festivals and traditional festivals, subsequently to new festival characteristic have carried on the summary and conclusion. The final part of this thesis is the summary part, mainly through case analysis and theoretical overview of the front two parts, doing some thinking about the future development of emerging events. The author thinks that differentiation and internationalization is a path of the development of new festivals. In this part, the author first summarizes the case combined with the development situation of new festivals, proposed some patterns and problems of the new festival in their development process, and then learning from the experience of the development of traditional festivals and the convention and exhibition industry, put forward some suggestions like enterprise linkage and project management, in order to provide part of the path for the differentiation development of emerging festival.