Research On The Development Tactics Of Festivals And Special Events Of The Tourism Destination

With Beijing Olympic Games and Shanghai Expo held successfully, the development of Chinese festivals and special events increases so quickly and presents a diverse trend. This not only provides a new direction for industrial transformation of native area, but also lets local governments realize the powerful effects of festival events. Tourism destination can take advantages of local cultural characteristics and distinctive regional features to develop a series of business activities, improve the reputation of tourism destination. At the same time, festival events can also promote the development of regional industries in a harmonious way.Based on plenty of data and collective information analysis, this thesis chooses several typical cases such as Qingdao International Beer Festival, International Mountaineering Festival of Mountain Tai, Qufu International Confucius Cultural Festival and the International Horticultural Exposition of Qingdao, which can be summarized that amounts of positive effects have been achieved by festivals and special events, like increasing local economy, modeling the image of city, creating festival brands, entertaining people’s body and mind and so on. Moreover, the DLC theory is introduced into events development, which can make organizational planners of tourism destination innovate a new tourism product, thus stimulate a strong effect for the growth of tourism destination. What’s more, from three aspects research on fitness, we can use the right development concept to lead tourism destination of festival events, effectively integrate advantages of tourism destination resources, improve the reputation of festivals and special events and establish a good image of the tourism destination.Meanwhile, there are many problems of events for Shandong province. For instance, lacking of attractiveness and realization of sustainable development, having an unreasonable marketing system, etc. In conclusion, the development of festivals and special events needs to focus on long-term interests. Besides, festival events must follow the right development principle, enhance their unique and attractive factors, and adjust measures to meet local conditions of the tourism destination. It must choose an appropriate mode of market operation, timely integrate the structure and spread festival brand, attach great importance to participation of people during festivals and special events. In addition, organizers of events can make efforts to establish the brand and realize series of events, and ultimately increase comprehensive benefits of the tourism destination.