In the1930s,organized by the county government,Weifang county has held threesessions kite competition which were divided into two parts: the kite exhibition and thekite flying. The form of the past kite competition were relatively in consonance withtoday’s form, so kite competition at this stage has become the embryo of modern kitefestival. In1984, Weifang county officially held the first kite festival. Weifang countyhas been holding international kite festival for30years until2013. As a national folksports event, kite festival shows a good momentum of development, promoting theweifang’s economic and social development greatly in this process. Both our nationalpolicy and weifang government are attaching great importance to the promotingfunction of Weifang International Kite Festival for the local economic and socialdevelopment. the promoting function of economic and social development. Based onthis background, from the perspective of tourists, this research aims at studying the kitefestival present situation of its development, and identifying the cognitive differences intourists who have different backgrounds, which has great significance in furtherpromoting the development of kite festival and improving its attraction.Through the methods of literature review, expert interview, questionnaire survey andmathematical statistics and other methods, taking the Weifang kite festival under thevisitor’s perspective as the objects of this research, this paper analyzes the causes ofWeifang International Kite Festival, and investigates the different tourists’ perceptionsabout the present situation of Weifang International Kite Festival. Applying SPSS todeal with the collected data using the methods of descriptive statistics, factor analysisand variance analysis, the author found out the following conclusions:1. The causes of Weifang International Kite Festival are: long historical culture andcompetition tradition of Weifang kite; the rapid development of weifang kite under thebackground of reform and opening up; Enlightenment from kite communicationactivities in Dianshan Lake,Shanghai.2. From the perspective of tourists Weifang International Kite Festival factors werestudied, the paper considers factors affecting the Weifang International Kite Festivalinclude:the organization, influence of tourism, event development orientation and thepotential for development of kite festival.3. Based on variance analysis of the different backgrounds of tourists’ view of aboutkite festival status, concluded that different gender tourists have differences in WeifangInternational Kite Festival tourism influence and development orientation; tourists wholive in different places have differences in Weifang International Kite Festivalorganization and tourism influence; different age tourists have significant differences inWeifang International Kite Festival development orientation; different level of educationof tourists have significant differences in Weifang International Kite Festivaldevelopment orientation.4. The scale of Weifang International Kite Festival is large, the organization of kitefestival is relatively tight, kite competition is also very good, and Weifang InternationalKite Festival has the traditional cultural inheritance and innovation.but it’s developmentposition based on customer needs is not clear, which affect the sustainable development ability.5. Weifang International Kite Festival operates to a large extent from the perspectiveof the task and overlook the needs of tourists from different backgrounds easily, whichaffect the level of market of kite festival.6. Weifang International Kite Festival don’t consider the needs of tourists in otherareas of the province in organization. In promoting tourism development process, thedemand for male visitors need much attention, participation of visitors in other citiesneed to be further improved. In the development position, first of all, kite festival don’tconsider the differences of sex tourists’ needs, particularly the lack of emphasis on malevisitors needs. Secondly, kite festival don’t consider the needs of tourists of differentages, especially young tourists. Thirdly, kite festival don’t take different educationalbackgrounds of tourists and different understanding of tourists on kite festival intoaccount.Finally, following suggestions are given:1. Clearly define the core target which enables kite competition become bigger andstronger. Weifang International Kite Festival should be clear that its target is trying tobe bigger and stronger,which enables the kite competition has the core competitiveness,so as to attract more tourists at home and abroad meanwhile increasing city popularity,attracting numerous economic business, and promoting social development of Weifang.2. Understanding the demands of different tourists is to improve attraction ofWeifang International Kite Festival. Based on the different demands of tourists whohave different backgrounds, this paper proposes to increase the splendid degree andintensity of kite competition, hold the communication activities between among athletesand visitors, and further standardize the level of kite festival service, and enhance theattraction of the kite festival.3. Weifang International Kite Festival should broaden their horizons, pay attention tomarket needs and enhance the level of operation. It orient market demand, whichimprove the effectiveness of events supply. while adhering to the characteristics of thekite theme, kite festival broaden their horizons,learn successful operation andmanagement experience of western-known sport events, and constantly improve theoperational level. |