The Empirical Research About Inner Mongolia Zhao Jun Cultural Festival Based On Residents’ Perception

Inner Mongolia festival and special event tourism flourishes, however, though its numbers, but the quality is poor. Therefore, it is critical to research it systematically and detailedly, to discuss the existing shortcomings and to seek the operation mechanism for their sustainable development. Zhao jun cultural festival is one of the most important festival activities in Hohhot and it is the representative in the Inner Mongolia region. Residents are the important interest groups in tourism development and their perceptions and attitudes should be given full attention. Taking Hohhot Zhao jun cultural festival as an example, the residents’perception as the research perspective, and the SPSS as the research method, finally reached some conclusions:(1)Hohhot residents’perception of the impact of Zhao jun culture festival can be divided into seven dimensions; (2)Hohhot residents believe that the positive impact of Zhao jun cultural festival is greater than the negative impact, but they also think that there are many problems of Zhao jun cultural festival; (3)According to local residents’attitudes of Zhao jun cultural festival, the local residents can be divided into:active supporters, contradictory supporters, indifferent person; (4)Residents of different personal characteristics have significantly different perception and attitude toward Zhao jun cultural festival; (5)Hohhot Zhao jun cultural festival is in between "development stage" and "consolidation stage"; (6)Local residents’willingness to revisit is most relevant to environmental benefits and their willingness to recommend is most relevant to its current situation of the development; (7)Hohhot residents know little about Zhao jun cultural festival, their actual participation behavior is lower but their willingness to participate in it is higher. According to the above conclusions, construct the Zhao jun cultural festival development model based on the participation of Hohhot residents, and proceed from the following aspects to take corresponding measures: festival activities theme, festival activities projects, festival activities forms, festival activities schedules, festival activities benefit distribution mechanism, urban infrastructure construction, the dominant position of the enterprises and festival tourism environmental benefits, etc.