Research Of Urban FSE Tourism Based On IEMC Theory

FSE Tourism is the theme festival event which relies on one or a series of tourism resources in order to attract a large number of tourists. Compared with the traditional tourism, FSE Tourism has little dependence on the resource, drawing effects significantly and with a wide and far-reaching impact on politics, economy and society of the host venue. It has a strong clustering effect that becoming an important tourist attraction and new means of regional development of local governments for urban publicity.Based on the two levels of time and space, through certain themes of FSE activities rescheduling, IEMC disseminates information, so that all parties involved in the FSE activities to participate in and fully experience them. Manage the FSE via a variety of marketing and communication tools to achieve brand, products, ideas enhancing, and perception and recognition of organizations.Illustrated by the case of Xiamen Mid-autumn Carnival, the paper analyze the activities setting and marketing strategy of FSE Tourism in Xiamen city, based on detailed data and information, it shows the application of tourism promotion in the city FSE tourism on IEMC theory. It is characterized by empirical.The thesis is divided into six chapters:Chapter1is an introduction, presented the research background and purpose of the thesis, verifying the research methods and clearing the plot of this paper; Chapter2is the related theories and researches from home and broad about FSE Tourism, IMC and IEMC; Chapter3is the definition of the concept and theoretical basis, including FSE, urban FSE tourism defined and the definition of integrated marketing communications (IMC) and integrated event marketing communications (IEMC); Chapter4is the analysis of urban FSE tourism pattern based on the theory of IEMC, researching the communication element and IEMC model building; Chapter5is illustrated by the case of Xiamen Mid-autumn Carnival,through that analysis to verify the effectiveness of the constructed model by the case; Chapter6is the conclusion, presented conclusions and drawback of the research,and the outlook of further research.