Development And Research Of The Sea Sacrifice Festival In Tianheng Based On Tourist Perceptible Value

In recent years, festival tourism has kept a steady growth, and at the same time,Mazu Festival also in the trend of overflowing. Now there’re more than a dozen cities which has Mazu Festival, such as Tianjin Mazu festival, Goddess A-Ma Festival on Long Island,Tianheng Mazu Festival,Meizhou Mazu Festival, the Macao Mazu Festival, Nanjing Tulou Matsu Festival, Taipei Matsu Festival, Shanwei Matsu Festival and so on.How to operate the Matsu Cultural Festival with features to enhance the competitiveness of tourism destinations around the area is a reality problem placed in front of the local governments.The study of Tourist Perceptible Value has become the focus of the scholars of marketing and tourisim community since the20th century. Faced with increasingly fierce market competition, creating superior value for tourists has become the new source of building the core competitiveness, accessing to a sustainable competitive advantage for the tourism sector and local government.With a realistic background of the development of The Sea Sacrifice Festival in Tianheng, Tourist Perceptible Value as the cut-in point, this paper makes the empirical research of that on the coastal tourism destinations. Based on the study of the related theory of the tourist value, this paper establishes the theoretical analysis model of Tourist Perceptible Value as the main guide of this study, following by a detailed planning according to them.The Introduction introduces the reasons for the topic, purpose, significance and review of academic research elaborates, pointing out the problems in current development of folk festivals.The second part combs in detail the theory of perceived value for visitors, building the simple analysis model of Tourist Perceptible Value., which in order to pave the way for the later discussion.The third part of the section briefly describes the development of the sea Tianheng history of sacrifice and achievement.The forth part discusses the problems in the operation of The Sea Festival in Tianheng. T The fifth part elaborates the reference of the Xiangshan Fishing Festival and Meizhou Mazu Cultural Festival;The sixth part discusses the protections in the development of The Sea Sacrifice Festival in Tianheng.The seventh part discusses the problems should be paid attention in the development and construction of Tian Heng Ji Sea Culture Festival.