Research On The Development Of Shandong Tourism Festivals Branding

Since eighty’s of the twentieth century, the word "brand" has quietly infiltrated into all areas of our lives. All objective existence in society, whether physical or spiritual, has the brand attributes and potential. It is keen to having brand products, because "brand" contains more business opportunities hidden value, brand name goods have quality guarantee. Brand can give a person a kind of psychological dependence, consciously become a brand loyal customers, in order to reflect personal identity and status."Branding" extends to the tourism industry, tourism competition has already entered the brand competition. Tourism festival, as a leisure entertainment for the core of tourism project, is the future society one of the ways in which people pursue the "slow life", favored by more and more people, the popularity of brand tourism festival is more and more obvious. Shandong province benefited from the double advantage of nature and culture, since ancient times is a big tourism province, after nearly30years of development, it has become a tourism festival province, and the formation of a number of international, domestic influence scale festival, like Qingdao international beer festival has a high reputation for a long time. However, most of the tourism festival still exist problems, such as:is famous but short of breath.In this paper, the integrated use of marketing, management, statistics, brand science and other disciplines of knowledge, by Delphi expert questionnaire and Analytic Hierarchy Process method, for analysis, evaluation of brand tourism festivals factor. The biggest six factors to influence the branding process to give weight sorting, and combined with the specific situation in Shandong province, respectively analyzes the six factors. At the same time the paper also conducted a huge mass of data collecting and organizing work, summarizes the almost all of the tourism festival in Shandong province, by analyzing the current situation of the development of tourism festivals, summarizes the problems existing in the process of brand, the corresponding effective countermeasures to the realization of provincial tourism festival brand is put forward. By the end of the article, with the highest degree in provincial brand of Qingdao international beer festival as a case for empirical research, from the Angle of brand elements, elaborate the development of Qingdao beer festival, for the province to provide reference.